Case Study: The Builder Depot
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.
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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