ppc case study
How an enterprise ecommerce company grew online orders six-fold.
At the headquarters of an enterprise ecommerce company, executives met to discuss how to fix the internal media-buying team's cash-bleed problem. The media team was out-manned, out-gunned and out-skilled in the competitive online marketplace.
The executives decided they wanted to enlist the help of a top-performing Google Partner agency, without having to pay a premium. Their criteria for choosing the agency were simple.
- An agency that had a proven recording of growing enterprise-level companies.
- An agency based on performance marketing and no-nonsense KPIs and OKRs.
- Any agency that had specialists on the team, and wouldn't serepticiously delegate work overseas.
- An agency that could become a direct extension of their team, and that wouldn't become unavailable.
After extensive agency searching, the company chose to partner with Zero Company. Unbeknownst to them, we had started the work prior to receiving their contract (we refer to this as the Day Zero Approach). On day one, we went straight to work.
Strategy & Execution
Our strategy and approach boiled down to five key things.
We calculated the proper lifetime values per customer segment, per product. This was important information to the company, because it allowed them to better understand and zero in on the 80/20 of core products that move the needle.
Every touchpoint matters. We optimized the marketing to sales funnel by adding custom tracking at every inch of every stage, and implemented strategizes to patch the leaky funnel and decrease churn.
We don’t believe in reinventing the wheel, so we always fine-tune existing performing campaigns and successful marketing efforts. From there we also built campaigns from scratch from our research and insights.
Ultimately, all companies are unique in their selling proposition, and it is our goal to articulate their value. We built out a comprehensive seasonality strategy for their customer acquisition through paid search and social, enlightening the company with mapped peak seasons strategies to win. We do this for all of our clients, and help them shine bright in a marketplace crowded with noise.
Results
Within one year’s worth of work, we accomplished the following.
- Increase online transaction conversion rates from 0.85% to 5.01%.
- Decrease the average cost of acquiring customers from $137.33 to $18.45.
- Increase average transactions from 161 to 404 per month.
- Forge a lasting relationship that continues to this day.
Highlights
489% website conversion rate improvements in one year.
Website conversion rates (in this case, online transactions) increased almost five-fold. This is due in part not only from our implementations, but from our client’s willingness to accept the bold strategies we proposed.
667% boost in online orders, per month
Our clients saw the potency of using highly targeted programmatic and PPC management platforms to their full potential, which can only be done with a skilled team in the driver’s seat.
Customer acquisition cost down 644%
From $137.33 to $18.43, the cost of acquiring customers went down in large part due to understanding and empathizing with the customer’s wants and desires. Everything Zero Company does is with laser-focus on your customers and their needs from you. With an empathetic approach (as opposed to a self-centered one), we were able to redesign websites, get their attention online, nurture a relationship and ultimately get orders up.
