Desired Outcome
An eCommerce retailer wanted to drive more sales via their Google PPC campaigns. They believed they could get improved performance from a $15,000 monthly investment.
The Challenge
The auto accessories industry is highly competitive, with consumers presented with a vast number of options for almost every accessory category. Our client specialized in original equipment manufacturer (OEM) vehicle infotainment systems and accessories.
OEM infotainment systems represent a rare find among the many vehicle radio choices. OEM infotainment systems provided a host of advantages compared to third-party products. Due to auto manufacturers’ production limitations, supply for OEM equipment remains much lower than third-party equipment. Limited supply means higher prices for OEM equipment.
The client needed to communicate the inherent advantages of OEM infotainment systems. In addition, customers needed to understand the unit price included engineering and the ability to avoid professional installation fees.
Customers needed to understand the value of the engineering behind the hardware between OEM functionality and third-party compatible systems.
The client generated over 90% of its revenue from one market segment. While that segment proved to be very profitable, many of the products worked across multiple vehicles from the same manufacturer. Increasing revenue via other vehicle segments represented a greenfield opportunity.
The Solution
The existing Google account had allocated the total budget to Google Ads search campaigns.
While this strategy ensured a focus on buyers with strong intent, it increased the costs per click and conversion substantially. For many keywords, clicks came at a premium of up to $15 per click. The company generated about $5 from ads for every $1 invested.
Search campaigns for eCommerce can be a tricky approach. Depending on the keywords, you tend to attract users closer to the bottom of the sales funnel. They’ve tended to have a particular product in mind, and want to generally find the best price.
For our client, that approach tended to work to their disadvantage. Few vehicle owners—even avid owners—realize a retail OEM infotainment option exists. If they come across a list of product listings via a Google search, the pricing will be a turn-off. The value in the pricing could never be explained.
Our agency developed a multi-pronged approach that combined multiple channels.
Diversified PPC Strategy
We began a content strategy campaign explaining the advantages of OEM equipment. It explained modern vehicle infotainment technology, and how it differed from the widely held conceptions.
These educational content pieces were incorporated into the PPC campaigns. These content based content campaigns focused on potential customers higher up the sales funnel. Most may have considered purchasing an infotainment system, and maybe visited some product pages. They were still in the process of researching options. The client would now be able to catch more buyers in the earlier stages of decision making.
Diversification of Segments and Focused Funnels
We developed buyer personas for the client’s most reliable market segments. With a more detailed view of the target market, we were able to develop more focused campaigns that increased conversion rates by over 100%.
We went further, and identified other potential market segments the client had currently ignored. Again after developing buyer personas, we were able to create highly focused campaigns. These campaigns integrated messaging and concepts that addressed the specific needs of that particular customer segment.
Implemented Facebook PPC Advertising
Via our research and analysis of the client’s existing Facebook data, we discovered that Facebook provided a great opportunity to market to target audiences. We began with a more structured and consistent approach to posting on Facebook and Instagram.
After analyzing user data, not just likes and comments, we implemented paid Facebook campaigns. Facebook provided a great platform for our educational content. Facebook’s video friendly timeline, allowed for the creation of engaging short videos to help educate customers.
Video Reviews
Via the client’s review management system, we were able to request and receive video customer testimonials.
The video testimonials provided a great opportunity to introduce the company to potential customers via remarketing campaigns. Real world customers describing their satisfaction with the product can’t be beat.
