Results speak louder than words!

In this article we will highlight how we worked with Rustica.com PPC account to help them achieve their goals. 

The Goal: Increase the online presence, sales and revenue for this custom door builder based out of American Fork, UT. 

The real life scenario:

I happened to know the main contact at Rustica as I previously worked with them so this helped when I reached out to see if they needed a savvy digital marketing agency to help them with their goals. Well, after auditing, there was a HUGE opportunity to scale this account. 

Few basic campaigns set up, lack luster tracking for true revenue so clean and clear on what was working and what wasn’t for sure was not clear. 

An account restructure was pitched along with additional offline conversion uploads to see what actual revenue digital was set up via call rail and offline conversion uploads on a regular basis. 

The Plan:

1. Setting up call rail. Call rail offers a pay subscription to track, attribute calls origination, it creates a dynamic call forwarding number that you can assign to various channels but once your call volume gets fairly high the fees vary and one must have plenty of changing numbers in the pool to keep and maintain data attribution accurately. The challenge was taking the custom data file and marrying it with the call rail data to be up loadable. This took a lot of work in excel, but was done! Once we designed the template, we got onto a schedule of uploading offline conversion data with revenue back into Google ads. This not only allowed us to see real revenue, we could then see their sales cycle sometimes was far outside 90 days which wasn’t great as we lose attribution on where they came from since after 90 days Google looks at the user as a new customer instead of a existing to give proper revenue and sales attribution but it wasn’t the bulk of their sales luckily. 
2. Setting up detailed campaigns and cleaning up shopping. I noticed the click through rates on the shopping campaigns were pretty low which tends to indicate the titles and categories weren’t optimized so we worked with the client on modifying the titles to the products, modified the categories we were organized product wise in to help gain better click through rates as this is an indication of relevancy to the target audience.
3. Relevancy and quality scores. We noticed during optimizing the running their campaigns we struggled with some of the landing page quality scores which for sure played into their SEO relevance. We strategically let the client know that we needed content on various pages to increase the quality scores with say small paragraphs with content. 
4. Time on site and AOV. To address one off sales, increase revenue and time on site we deployed heat map software, a call center as their phone calls were long and during auditing these calls noticed people had very detail oriented questions that needed technical answering to help them decide to purchase. The client obliged and hired a small in house call center of reps to help keep the time on phone lower, answer questions, make sales, upsells and lower the calls not answered. We also enabled the client to create some more trust symbols which can help to keep people on site longer if they are new to the brand because sometimes a person just needs to have that extra visual of confidence in your brand. 

The results?:

Increased client revenue by 111% ($4 million in revenue) 2018-2019 eCommerce. 

Increased client Return on ad spend (ROAS) by +82.65% from 2.6 to 4.86 

Increased client number of conversions by +43% (+3700) 

Increased client ad spend by only +15%

Not only this, but with the positive revenue they were then able to turn around and purchase another competitor brand and website as well landed in big box stores!

Summary:

If you are an ecommerce based business, you too can achieve these results with a savvy digital marketing agency like ours. Just needs strategic planning and execution to get the results and scale! When you also become larger, your chances of landing in big box stores increase as they want to see a nice track record of solid sales, revenue, reviews.