Project Details
Problem:
- Online sales have flat-lined for previous 2 years, after 5 years of year-to-year growth
- Pay-per-Click losing avg. of $4k per month on $17k/mo spend
- Competitors are taking over organic positions
Project Scope:
- Evaluate ecommerce system, set up, and avg purchase levels
- Evaluate online presence and reputation
- Assess PPC and SEO environment, especially related to competitors
- Build revenues, but with specific focus on tight margins. Profit is more important that revenue
- Project included:
- Full online environment assessment
- Usability and Ecommerce Audit
- Sales and profit assessment
- Ongoing monthly SEO and PPC improvement campaign
Outcome:
- Rebuilt Adwords campaign from ground up – tied to SEO
- Designed environment for increased ad-spend aligning with proven increased profits
- Added smaller, but profitable set of Bing campaigns to the marketing mix
- Created and implemented theme-based SEO schema
- Designed Social Media strategy and assisted in internal placement for Social specialist
- Launched internal process and cost assessment, helping improve margins by an estimated 5.2%
- Added additional payment and shipping options to checkout, improving completion by 19%
- Upgraded analytic tools and implemented custom tracking elements to give improved data on marketing, ad costs, sales, and profits
Cost and Final Results:
- Project included 2 month discovery, plus ongoing SEO, PPC, and Ecommerce management
- Total cost (18 months, including 45-day discovery project) $165,600
- Resulted in estimate $876,000 added profits during project period
- Estimated additional $3M in profits should be made in two years following campaign wrap-up