Ecommerce Business Case
At some point in time I was thinking ‘With this kind of ROI, there is nothing that can go wrong really. I should provide my agency with unlimited Google click budget’ – and that’s what we did!
Stéphane SéverinCEO basketstore.fr
SERVICES USED BY THIS CLIENT
INTERNET MARKETING
PAY-PER-CLICK
LOCAL SEO
CONTENT MARKETING
VIDEO MARKETING
In 2013, Stéphane Séverin’s dream had come true: Together with his associate Denis Celer, he had launched basketstore.fr, which is today France’s premier Ecommerce website dedicated to die-hard basket-ball enthusiasts looking to buy some serious apparel and equipment.
Late 2012, France was in some serious trouble—consumer confidence at an all-time low, companies closing down, rampant layoffs—Stephane and Denis were no strangers to that. The online sports apparel company they had been working for had to let them go. Turning disarray into advantage, Stephan and Denis decided to take the market head first!
In record time, both friends created basketstore.fr, France’s Premier online basketball apparel store offering products that could not be found anywhere in sports stores—the passionately sought after NBA Shirts and equipment. After ironing-out the habitual starter glitches in 2013, Basketstore.fr took off – big time. But as the story goes, one happy fish in the pond does not stay alone for a long time. And so, 2 years later, Basketstore.fr was facing some seriously stiff competition trying to eat more and more of the pie that Stéphane and Denis were the first to bake. As a result, PPC Cost-per-Click was on the rise – while ROI was taking a nosedive. That’s when Stéphane gave us a call…
« When taking on a new PPC client, we invariably begin with asking questions – lots of questions! We want to understand precisely where a client is coming from, and more importantly what he or she wants to achieve. The in-depth knowledge we gain about the business translates into measurable objectives and a custom-designed PPC strategy. Next we unleash the might of our PPC Money Making Machine! » (Stephan Becker, head of GMI)
Results Achieved for basketstore.fr:
- More than DOUBLED sales from PPC year-over –year (+151%)
- Reduced Cost-Per-Conversion by -15%
- Added a very profitable NEW revenue stream with Remarketing Lists for Search Ads
PAY-PER-CLICK
Google Shopping Strategy and MAGENTO : Add missing product IDs in Magento, optimize Product Feed and reorganize Shopping campaign
“If you had a brick-n-mortar store, would you put your most profitable, best-seller products in the back shelf?? Google Shopping is no different!”
When we started reviewing the account setup of basketstore.fr Shopping campaign, we found ourselves staring face-to-face at a single Shopping campaign , with a single ad group within that campaign, called “All products.” In other words, best-sellers received the same ad budget as lame ducks, and products with high profit margins were lumped together with losers, making it virtually impossible to squeeze the maximum profit out of the Shopping campaign.
What we did to increase revenue and profit:
- We asked the client to review his Magento product feed and add missing information: product types, categories, labels for high and low profit margins, etc.
- We then segmented the product catalogue in the AdWords Shopping Campaign into relevant ad groups, making it possible to gather required performance data
- Based on that data, we optimized the AdWords Shopping Campaign and set it on course for sustained growth and improved profit margins
Results within 2 months:
- We increased the number of conversions for the Shopping campaign by 178%
- We decreased the Cost Per Converted Click by 45%
PAY-PER-CLICK
PPC Strategy:
Add Remarketing Lists For Search Ads (RLSA) to increase revenue
“ If you were to compete in the Olympics’ 100 meter men’s final, would you rather run with the latest Adidas technology under your feet – or wear the beach sandals you bought during your last trip to Hawaii ?”
Running shoes have evolved a great deal since the origins of the Olympics – and so has AdWords. As a matter of fact, AdWords is an ever evolving “beast”: One has to constantly be aware of new features coming out to keep ahead of the game! If you miss the AdWords bus, you will hear your competitors laughing – or worse!
When RLSA came out, few businesses – and even agencies for that matter – really knew what to make of it. A campaign that serves your search ads to people who have previously visited your site, regardless of what they’re currently searching for—that doesn’t make any sense, or does it? To this day, we at GMI come across businesses that have done AdWords for years and have never heard anything like it! If you are one of them, you may want to click here to get a quick introduction to RLSA.
How we added 767 sales in a little under 3 month:
- We installed the required RLSA tracking codes on client website and created relevant Remarketing Lists
- We waited until the minimum volume of 1000 cookies was achieved and then activated RLSA
- We first optimized RLSA manually for the best balance between lowest Cost Per Action (CPA) and highest number of conversions
- We then switched to Target CPA bidding and concentrated our efforts of improving other parameters of the campaign
Results:
- 767 additional sales in a little under 3 month – sales that would not have occurred without the setup of this specific type of AdWords campaign!
- A record low cost per conversion of 5.64€ relative to all other campaigns, and a record high click through rate of 12% (RLSA is known for high conversion rates and low cost – don’t miss this opportunity!)
PAY-PER-CLICK
PPC Strategy:
Perform a complete account review and correct existing campaign setup errors
“Big changes in campaign performance are triggered by a series of small but significant modifications in the right place. For this to be possible, the account needs to be correctly structured so that changes can be applied on a sufficiently granular level.”
How we improved overall campaign performance:
- We restructured large portions of existing campaigns and split keywords into new ad groups to have more relevant, more targeted ads
- We created new campaigns with budget allocations based on sales performance and seasonal sales events
- We added mobile click-to-call conversion tracking to register the effectiveness of mobile-specific ads and optimize for conversions on mobile
- We added relevant ad extensions to all campaigns (Callout Extensions, Sitelinks Extensions, Location extension, Calls Extension)
- We added dedicated Display Remarketing Campaigns to re-capture lost sales and increase revenue
Results:
- Increased sales year-over-year by +151%
- Reduced Cost-Per-Conversion by -15%
- Ad Extensions: Improved visibility, higher click-through rates and better return on investment
- Improved campaign structure: higher conversion rates, better campaign management, higher Quality Scores and thus lower cost-per-click
- Remarketing Campaigns: Showing ads to website visitors who left without buying increases conversion rates and overall sales
Results Achieved for basketstore.fr:
- More than DOUBLED sales from PPC year-over –year (+151%)
- Reduced Cost-Per-Conversion by -15%
- Added a very profitable NEW revenue stream with Remarketing Lists for Search Ads
Real Clients, Real Results:
MEDICAL BUSINESS
CONSTRUCTION BUSINESS
MOVING COMPANY
ECOMMERCE
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