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Case Study: The Builder Depot

The

Project.

The Builder Depot is an online retailer of premium Italian marble, glass tiles and metal mosaics, based in Alpharetta, Ga. Because of the direct relationship that the company has with Italian marble quarries, they are able to source marble at a better price and offer those savings to their customers. Their goal is to offer a higher quality and a lower price than that of any company in North America.

The

Challenge.

Prior to bringing on Visiture, The Builder Depot was at best maintaining status quo when it came to their search engine marketing. In months prior to brining on Visiture, the company had come across issues with their Google Shopping feed, which meant a loss of historical strength and caused many negative implications for the account, such as higher CPCs. The company also had no AdWords Conversion tracking in place before partnering with Visiture.

Our Tactics
& Goals.

When Visiture took over PPC management for The Builder Depot, our goal was to use our best practices to create a new account structure for the company’s PPC efforts. We mined old campaigns and analyzed them to their fullest to ensure that any historical data and keywords were not misused. We also performed extensive keyword and target audience research to help us make sure we were targeting qualified consumers.

Armed with this information, we went to work on restructuring the account. One of the first initiatives was to set up dynamic remarketing campaigns for the client. This allowed us to re-target shoppers who had previously viewed products on the company’s website, serving them image ads displaying the specific products they had viewed while on site.

In addition, by isolating top-priority keywords with an account structure of campaigns tiered by importance, Visiture was able to expand exposure and create more efficient spending at the same time. We also went through the company’s product offering and make sure that all priority brands and models had keyword coverage so that landing page relevance was guaranteed for potential customers.

Finally, we worked with the client to implement product reviews and seller ratings. These reviews and ratings can have an enormous influence on customer behavior and purchasing decisions and can increase an ad’s CTR. Therefore, we wanted to get these in place for The Builder Depot’s ads as soon as possible. In order to achieve this, we worked on getting the company set up with Google’s approved vendors in order to collect these reviews.

Results
Achieved.

27%

Increase in Revenue

51%

Increased ROAS

26%

Increase in Transactions

38%

Increase in Clicks

79%

increase in Impressions

Conclusion.

One of the first tactics that we implemented on the account was getting conversion tracking set up within both AdWords and Bing in order to track conversions and revenue. We also worked with the client to install remarketing pixels on the site in order to set up dynamic remarketing campaigns.

We then went to work within the account itself. We switched from automated strategies to manual strategies in order to have full control over where the budget was going. We then optimized the company’s shopping feeds and campaigns to ensure that everything was as accurate and informational as possible.

Our PPC team also added standard and dynamic remarketing campaigns to the AdWords account. Prior to our partnership, The Builder Depot hadn’t implement any remarketing campaigns, which meant they were losing out on a big market share. Due to the nature of their industry (longer sales cycle and sample ordering), The Builder Depot needs to remain top of mind throughout the user’s entire shopping and decision making process.

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Stephanie Bregman

Director Of Marketing

"Visiture has been an integral part of not only growing our business but helping to save our business during a time of crisis of switching over shopping cart platforms. They were able to help us stop the bleed and show us how we should properly look at data so that we can stay within our margins and spread our dollars out to other online advertising avenues that we hadn't tried before"