PPC Case Study.
Prior to partnering with Visiture, RefrigiWear had seen mixed results from its PPC initiatives. It had been managing campaigns in-house and no one on its team had the time or knowledge to really dig in to the capabilities of search engine marketing. The company’s seasonality also made it more complex to predict what kind of campaign would perform well and when it would do so.
Besides wanting to do more than just maintain the status quo in its PPC campaigns, RefrigiWear also wanted to hone-in on creating and growing a direct-to-consumer sales channel. Traditionally, the company had focused only on B2B industries but, with the emergence of eCommerce, it wanted to try taking its product directly to the consumers.
AdWords sessions increased
AdWords revenue increased
Our Tactics and Goals.
With profitability the #1 goal for the company, establishing a Return On Ad Spend goal—or ROAS—was paramount in guiding our optimizations. Along with the client, profit margin analyses were conducted and, together, we set an overall ROAS of $3.00.
Visiture’s PPC team took over management of the company’s PPC accounts in Q4 of 2016. The first thing that our team did was work with the client to fix its conversion tracking scripts, as they were over-inflating all metrics and giving the client inaccurate data.
Overall, this has been a very successful partnership for Visiture and RefrigiWear. Not only have we been able to continuously meet the company’s ROAS goal, but we have also helped increase the amount of relevant traffic that is funneled to the site. We’ve also worked with the client to help implement new landing pages and get conversion tracking set up properly, and we have used our best practices to ensure success. Through all of this, the client has seen increased revenue within the B2C segment, which is the primary goal for the company’s PPC strategy.
See what Jason McClain, Director of Marketing, had to say about working with Visiture.
Data Driven Marketing + Creative Commerce = Results.
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