Case Study

Promotional Product Company

SEO & PPC

Details

Industry: B2B Promotional Products
Company Size: $100m+ annual revenue
Date: 2016-Present
Client specializes in custom ad promo goods for trade shows, company branding and events. Their online B2B catalog contains over 80,000 SKUs. Every product is meant to be bulk-ordered for printing and embroidering.

Challenges

This client is in a highly competitive industry with a handful of behemouth leaders and a wide array of next-tier competitors as well as new smaller options popping up all the time. They are a B2B company but sell products that are very frequently searched by consumers (e.g. "custom t-shirts"), driving up ad costs.

Further Complications

This client also closes all of its sales offline and has a long sales cycle, leading to a number of tracking challenges.

Solving the Tracking Problem

We worked with the client, their developer and ERP provider to implement custom tracking solutions. We made sure each contact method on their site was sending traffic source data into their website and ultimately their ERP. We then worked to utilize the Google Analytics API to send revenue data from the ERP to GA.

Because lifetime value is a major consideration and would often grow over years, we used all this data to ensure success through the initial order. We had consistent enough results that we were able to conduct our ad efforts using cost/lead as a target.

Delivering Results

We used our ability to scale quickly to build out ad campaigns and organic optimizations covering the client's entire product line. In the early stages of campaign launches, we built our own custom bidding models to ramp up performance before potentially relying on smart bidding strategies from the ad platforms.

This allowed us to focus our energy on testing and targeting. This includes finding new audiences, building landing pages and experimenting with creative. We ultimately reduced cost/lead by 20% and the client agreed to an indefinite increase in ad spend.