Case Study: Refrigiwear Case
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.
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.
We then worked on implementing remarketing pixels so that we could run dynamic remarketing campaigns, which allows our team to build ads that will be tailored to previous visitors of the company’s website.
With our ROAS goal in mind, our next main priority was to extensively build out the company’s account to ensure coverage of relevant keywords applicable to its product set. We included more granular keywords in order to improve return and to target more qualified searchers.
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