TotalHomeSupply.com (THS) is an eCommerce site that specializes in selling products for private homes and businesses, such as air conditioners, heaters, fireplaces and appliances, as well as other home and business needs.
Our PPC team was asked to have a look at their campaigns and make data-oriented recommendations.
Results: Costs only increased approximately 9 percent while revenue grew by 199 percent
The PPC team noticed there was no call tracking implemented to determine where some conversions were coming from, and lack of tracking made it hard to determine the full value of campaigns. Upon investigation into existing data, we saw the opportunity to overhaul the shopping strategy to shift focus on high-margin, best-selling products.
During our regular consultations with the client, we learned the client had preconceived ideas on best-selling products, which was when we noticed discrepancies in Google Analytics.
By using this data to revamp reporting, we were able to shift focus to higher-value products. This strategy, in combination with the client’s need to push certain products, drove our shopping strategy and yielded significant gains year over year.
Inflow was able to take a step back and analyze all the data from Analytics to develop a holistic approach to measuring success metrics. Considering a lot of traffic calls first to do research prior to purchasing (purchase also via phone), the team took into account lead volume and attribution in optimization efforts.
The team began improving both product related search campaigns, as well as Shopping campaigns.
Soon these leads are tracked by the client, who provides sales/revenue data for these leads, which confirmed the team’s hypothesis after looking at Analytics.
AdWords Leads January 2016 – October 2016 YoY