2 1 Problem The Client: This Restaurant Equipment Industry Company is a businessto-business supplier of top quality restaurant appliances and supplies. They are a prominent player in the commercial kitchen industry and their business grows annually. Prior to April 2013, this company managed their payper-click (PPC) advertising campaigns in-house using the Google AdWords dashboard. They were unable to achieve a desirable Return On Ad Spend (ROAS). After struggling to manage campaigns, they brought Vertical Rail into their team for their PPC management in April The client had been working successfully with Vertical Rail in a Comparison Shopping Engine (CSE) management program since 2011, and we were excited to expand their service package. Results Here is a percent Difference Before & After April 1 st, 2013 when Vertical Rail began the PPC program. Visits increased Impressions increased Clicks increased Transactions increased Cost decreased Revenue increased ROAS increased 89.66% 24.24% 26.31% 59.52% 15.02% 42.02% %
3 2 Challenges for RES The commercial kitchen supply industry is competitive. Click costs can be very high, requiring attention to detail & in-depth strategy when managing bids. The site has over 150,000 products. Building well segmented & managed campaigns to encompass such a large inventory would require expert PPC management strategy & hands-on oversight. Existing keyword base was long tail & needed new research. Expanding their keyword targets to include more broad queries without attracting unwanted informational traffic would require careful keyword research. Ad copy needed improvement. New ad copy needed to be written and ad extensions created to ensure text ads were compelling and optimized % % % % PPC Revenue & Cost Revenue Cost % % 50.00% 0.00% % Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13
4 3 Challenges for the Industry The #1 position doesn t always give the greatest return. A major challenge was to achieve the most cost-effective positioning possible. A #1 position click can be 2 to 4 times the cost of a #3 position click, but the #3 position click can often achieve the same click-through-rate (CTR) for a fraction of the cost. Product page rich content was minimal. The product page content that a customer lands on from a paid click is often the deciding factor for conversion vs. bounce. Many of site s product pages had content that consisted of generic manufacturer provided titles and descriptions that did not target the language of ideal customers or differentiate product content from competitors selling the same products. The challenge for us was to provide recommendations to develop product, category and brand page content that would resonate with their ideal customers.
5 4 Strategy The goal was to address the specific PPC challenges that the client faces in the commercial kitchen supply industry and to transform their PPC marketing campaigns into sustainable revenue streams. Vertical Rail devised a strategy to Expand visibility across client s inventory with new segmented & refined campaigns that would encompass their 150,000 product catalog. Increase impressions by expanding their keyword markets to include more consumer-friendly queries. Increase clicks by developing ad copy that would convert. Increase transactions & revenue by recommending they develop on-page content based on industry & expert research. Lower costs & improve Return On Ad Spend (ROAS) with cost effective ad positioning % % % % % % 50.00% Impressions Clicks 0.00% 1-Sep 1-Oct 1-Nov 1-Dec 1-Jan 1-Feb 1-Mar 1-Apr 1-May 1-Jun 1-Jul
6 5 How After assessing the 150,000+ product catalogue, we Built an effective campaign architecture that accommodated for all products, major brands, best sellers, and more industry relevant categories. This included creating new campaigns as well as cleaning up existing ones and eliminating under-performers. Built strategic ad groups that effectively segmented those campaigns for targeted keyword markets. From there we implemented strategic keyword research in order to Refine existing long-tail keyword markets that had previously been established. Create new broad query keyword markets that increased impressions while not being so broad as to attract irrelevant or informational traffic. Implement various keyword match types to attain optimal click through rates (CTRs), Quality Scores and other important PPC metrics that can help to lower costs. The next order of business was to optimize the ad copy. This included Improving existing ad copy to match the ads respective keyword targets Writing new compelling ads for the campaigns that we built. Building out ad extensions like Site links and Call extensions which are proven to increase clicks and conversions.
7 6 How We had laid the groundwork - time to talk bidding strategy. Achieving the most cost effective position in the search results that provided desired impressions and clicks. Creating custom bids across campaigns, ad groups and keywords to accommodate for different product types, margins, brands & best sellers. Cleaning out underperforming campaigns, ad groups, and keywords. Never over spending on clicks when the same results could be achieved at a lower cost. We made product landing page recommendations. We advised the client to ensure that the user experience on their product landing pages was conducive to converting PPC visitors and closing the sale. We advised the client to develop product, category, and brand page content in order to further improve the user experience and chances of visitor conversion on their site. We kept spend for both PPC & CSE campaigns under budget. Paying particular attention to bid management and daily spend with monthly projections in mind. Having oversight between the separate PPC and CSE campaigns we were managing to make sure that together they stayed within ad spend allowance. Monitoring and reporting on their account in real time to stay ahead of the curve, fix any problems immediately, and keep our work transparent.
8 7 The End Result. The client ended up with a new comprehensive PPC marketing strategy and campaign framework that consistently brought them positive results and continues to help them grow as a company today, even in an industry known for high marketing costs and low conversion rates. 00
9 Vertical Rail is not a dashboard or an automated marketing tool. We act as an extension of your Ecommerce marketing team. We apply real-time human observation and comprehensive analysis to a merchant s data and marketing strategy to achieve measurable results. RESULTS Your Vertical Rail Team 335 Spreckels Dr., Suite D Aptos, CA Toll-free: Local:
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