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Challenge

Seeking increased sales, the organization contacted Voltage for pay per click advertising. The PPC efforts centered on expanding into Google Shopping, an advertising platform not supported by their CMS provider, and combining with Google AdWords. In addition to not having the ability to utilize live database product updates, there were several other CMS managed elements that were not directly compatible with Google Merchant Center, including sales promotions and product categorization attributes.

Solution

Voltage utilized its award winning discovery process to develop a strategy that would account for the significant technical challenges posed by the inventory management system.  This included very detailed processes for manually creating a data feed, syncing it with Google Merchant Center, then exporting it to AdWords.  The specifics of the strategy focused not on out-bidding competitors, but out-optimizing ads using SEO tactics in the manually controlled data feed.

Voltage increased revenue through dynamically-serving ads for high-value products while keeping cost of sale under 10%.

2016 KCDMA Silver AMBIT Award

Search Engine Marketing

Results

Despite the technical limitations and challenges the results of the campaign are extraordinary.

  • $4.35 average cost per conversion
  • Average order size of $104.42
  • Total spend of $2,650.25 generated $63,594.66 of revenue
+2,400%

Return on Ad Spend

+10%

Client's Goal of Cost Per Order

-58%

Under Client's Goal of Cost Per Order

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