KEH
KEH is an eCommerce business that resells professional, collectible, and everyday camera gear. They stock more than 60,000 items selling for up to 40% under retail prices.
Background
Inflow had previously worked with KEH’s president at a different company, so when it was time to set KEH’s digital marketing strategy, he knew who to call. We helped him structure custom campaigns for KEH’s best chance of success — starting with paid advertising and SEO services, eventually adding conversion rate optimization and paid social, as well.
Results
110% increase in ad revenue YOY
75.7% increase in overall ROAS (including view attribution)
11.4% increase in conversion rate
Paid Social Advertising
The Challenge
KEH was underutilizing paid social — and they knew it. Given the depth of their brand awareness and volume of their sales, social media advertising presented plenty of opportunities. But their previous strategies focused on boosted posts and event promotion, not the purchase-focused campaigns or ad creative they needed to drive the kind of results they wanted.
In short, KEH didn’t know how to make paid social work for them. That’s why they turned to the experts at Inflow.
The Solution
We applied our proven “See, Think, Do” strategy to KEH’s paid social campaigns:
- Used their existing video assets to optimize ad creative toward product purchase (as visuals are incredibly important to a camera consumer base)
- Segmented out existing heavy site traffic based on brand viewed (ie: Sony, Canon) and retargeted with branded creative
- Retargeted “add to cart” consumers with exact product ads
The Results
After just a few months of work, KEH’s paid campaigns have reported:
52% increase in ROAS on 7-day click attribution
75.7% increase in overall ROAS (including view attribution)
Paid Advertising
The Challenge
While KEH had high search volume and an extensive product catalog, their Google Shopping ads simply weren’t receiving the attention they could. Their PPC campaigns were too broad for the variety of product categories on their site, creating wasted spend. Their Google product data feed was also incomplete, making it difficult for their ads to be served to searchers.
KEH wanted to double their ROAS and exponentially grow their revenue. They gave us the control to optimize and restructure their campaigns for maximum success, and we dove right in.
The Solution
We restructured KEH’s account entirely by:
- Optimizing their Google product data feed with camera brand, lens sizes, and other important details
- Cutting wasted ad spend by almost 36%
- Analyzing historical data and targeting highest-return search queries
- Segmenting multiple-tiered campaigns by product type
- Enabling dynamic retargeting to maintain product and brand awareness
The Results
Since our campaign restructuring, KEH has scaled their growth at a reliable rate, even marking their first million-dollar month in sales, as well as:
56.8% increase in ROAS YOY
61% increase in ad spend YOY
110% increase in ad revenue YOY
CRO
The Challenge
As a reseller of camera gear, KEH has two checkout pages: one where consumers can purchase equipment from KEH, and another where consumers can sell products to the company. KEH’s goals: Increase the conversion rates for both audiences.
This presented a unique challenge, but Inflow was up to the task.
The Solution
Our strategists got to work, running tests including:
- Search-focused homepage vs. content-focused homepage
- Contact prompts for “item not found” search results
- Warranty upsells after an “add to cart”
- And more
The Results
11.4% increase in conversion rate
$865,000 increase in total revenue
