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Undoubtedly, Google is among the most efficient tools for eCommerce enterprises as it enables them to target their audience and boost their sales. With over 90% of online experiences starting with a search engine, it is unsurprising that Google has become the primary search engine for online shoppers.
Moreover, Google’s vast user base is another reason why it is highly beneficial for eCommerce. Google processes more than 5.6 billion searches per day, equivalent to over 63,000 searches per second. This implies that eCommerce businesses have a huge potential audience that they can tap into. By optimizing their websites according to Google’s search algorithm, eCommerce businesses can increase their visibility and reach more potential customers.
Although there is no doubt that Google is the go-to platform for eCommerce efforts, it is crucial to use it correctly. This article focuses on a case study that provides insights into how to use Google effectively to attain optimal results for eCommerce.
About Our Client
Norwal PowerSystems was established in 1997. It specializes in selling emergency backup power Generators and associated equipment. Norwall PowerSystems have thousands of standby generators, portable generators, automatic transfer switches, and replacement parts stocked in multiple warehouses throughout the U.S.
The client’s initial goal when onboarded was an increase in sales and revenue.
The Challenge?
The challenge Norwall faced in the early stages of our relationship was that they had hit a glass ceiling regarding traffic and sales. They needed a reliable Google Ads expert who could identify opportunities to increase qualified traffic, re-engage previous visitors, and ultimately increase sales and revenue.
We also had to ensure that we maintained the revenue levels while keeping costs under control and consistently improving the ROAS, which can be quite a challenge when you’re spending at a higher level.
Marketing Strategy
After identifying the top performers and strongest campaign elements, we split the accounts into more specific target audiences. This allowed us to have greater control over the campaign’s behavior, adjust the settings in a more granular way for each targeted area, and use the available budget more wisely.
The new division allowed us to apply complex strategies based on its unique performance.
Additionally, our team took the following actions:
1. Attribution Model Change
Customers have evolved, and last-click attribution isn’t as effective as before. With access to real-time data and limitless options, potential customers are more educated with longer, more thorough research periods. We cannot ignore our potential customers in different stages, and we must properly credit all the different touchpoints in the funnel for the value they bring to the business.
That said, we modified our attribution model. Proper data attribution allows you to apply the right campaign strategies by correctly identifying all your potential customers.
2. Automated Bidding Strategies
We tested different automated strategies through the different campaigns based on their individual goals. The campaigns’ purposes vary; some of them are meant to generate phone leads, others are for account sign-ups, and the direct response ones are for online transactions. The different bidding strategies helped us tailor bids with greater efficiency.
3. Use of Ad Customizers, If-functions, and New Ad Variations
Customizing ads at the most granular level allowed us to better tailor our message. The client launched monthly promotions, which worked great with the countdown formulas. We applied if-functions per device to differentiate the audiences and applied new split testing for all ads with new ad variations.
4. Implementation of New Remarketing Audiences
We gained a competitive advantage by properly identifying and crediting the first interaction and subsequently adding the customer to our audience lists for both search and shopping campaigns. Through the use of standalone RLSA campaigns and the addition RLSA lists to our regular campaigns, we applied appropriate ad messages and bid modifiers to make the most out of our clicks.
5. Upgraded Tracking tools
We implemented a complete third-party call-tracking software to register phone leads. This allowed us to increase phone calls by 33% from the implementation month to the next month. It also provides greater insight regarding campaign performance and calls so that we can reallocate the budget more efficiently for increased call leads and online transactions.
The Results?
Our partnership with Norwall PowerSystems has delivered better results than anticipated and an exponential return on the company’s investment. We exceeded all the goals we established at the beginning.
Overall, Norwall PowerSystem was satisfied with its continued partnership with White Shark Media. This drastic decrease in cost per transaction demonstrated the White Shark Media team’s creative ability to find solutions that meet client needs and budgets. Both companies looked forward to a continued partnership and generating even more revenue.
If you want to learn about a different strategy or aspect related to digital advertising, we encourage you to visit our extensive online marketing blog. We guarantee that you will find exactly what you are looking for.
