HOW PROPER PPC MANAGEMENT CAN INCREASE REVENUE AND ROI
How W3 Affinity Increased Revenue From eCommerce Sales by 500%+ Year Over Year.
How We Got Started
W3 Affinity has been working with Jetters Northwest on their digital marketing for over a decade.
The partnership is founded on a year over year success in both organic and paid channels and effective growth through marketing automation development that pinpoints the pain that the client’s user has.
Jetters Northwest, while a unique style of business, surprisingly faces pressure from the competition on advertising and organic search.
With extremely high advertising budgets required to play in the area of PPC, we needed to be mindful of budget and return on ad spend (ROAS).
Cole at Jetters Northwest is ideal to work with, as if we’re able to generate profit from one campaign, we’re able to scale its budget accordingly.
Getting setup properly was key in our success, we’ll explain below.
”We have worked with W3 Affinity for over 10 years now and we cannot wait for 5 more!!! John Keller and his team has brought so much marketing and SEO insight to our company that we are now experiencing exponential growth. The service is impeccable…the execution is focused & flawless…and the results are unmatched!Cole C.Marketing Director, Jetters Northwest
”JETTERS NORTHWEST IS A GLOWING EXAMPLE OF AN IDEAL CLIENT FOR ADVERTISING. BUDGETS ARE BASED ON SUCCESS AND SUCCESS IS EASY TO MEASURE WITH OUR REPORTING.John KellerCEO, W3 Affinity
Advertising against Jetters Northwest’s competition has been an uphill journey. The large equipment goes for very high dollars and it creates a sinkhole for money when advertising against companies whose budgets are 10x that of our client’s.
Text search has performed on a long tail marginally and display advertising has been able to generate leads to our marketing automation but it’s not intended for closing the deal in eCommerce.
We realized quickly that Shopping Ads were an area the competition had little presence and that even the ones that were there, had poor targeting for their products.
Using Shopify As a Tool for Successful Shopping Ads
Shopify is a goto for eCommerce here at W3 Affinity. We are in love with all the features, integrations, and add-ons that make this platform an amazing tool for accelerated growth.
With Shopify, comes an add-on for Google Shopping. We were quick to install this app and configure it to display specific products based on various categories that the client offers in their shopping cart.
Apply Targeting + a Little Budget and Let It Ride!
We then took to Google Adwords and began setting up targeted advertising campaigns for the shopping network.
This included breaking the products out based on the tags we set up in the Shopify add-on, segmenting based on the persona we were targeting, and budgeting based on which products could produce the most ROI.
Finally, we added in a little of our advertising budget to get Google on board with the new ads and let it ride.
The Key, Follow Up!
Yes, most advertisements get set up, don’t get the attention they need, and fail! We take a look back every 7-14 days on our ad campaigns to make adjustments, add to negative keyword lists, and make A/B variations.
After about 2 weeks we had noticed sales on the site started to trickle in more and more, so we swapped the manual bid process for each product to target ROAS.
After a Few Months, the Results Were In!
We had compared our results for the revenue driven from advertising in the past and our new shopping campaign. We had applied only a small portion of the budget allocated to test the shopping network and started to see a ~300% return on ad spend increase.
This was a great start! We knew we have headed in the right direction. We went to Cole and increased our ad spend by 2x and we saw our ROAS jump to 500%.
We knew for every dollar we were putting into advertising, the client was gaining 5X what they had the previous year by adjusting to holes in our client’s market.
Shopping Ads, when properly configured, had changed our client’s battlefield for good. Having the proper tools was a major portion of the success: Shopify, Google Adwords, and Experience in Deploying a Shopping Campaign.
*Note: We are unable to display revenue actuals or graphics including the results on the site, please contact us to see the results*
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