CLIPS & FASTENERS

Increasing Customer Quality and Revenue through PPC

A strategic approach to PPC helps Clips & Fasteners reach higher quality customers, and plenty of them.

+140%

Increase in PPC Revenue

+66%

Increase in Average Order Value

+171%

Increase in Click Through Rate

Business:

Clips & Fasteners

Project Link:

clipsandfasteners.com

Brief:

Clips and Fasteners is a leading supplier of automotive retainers, clips and fasteners. The company prides itself on its comprehensive inventory, affordable prices and excellent customer service.

Services Provided:

Discovery & Research
Website Architecture
Content Strategy
On-Page SEO
Website Design
Website Development
Conversion Optimization

Introduction

For ecommerce sites with large product catalogs, PPC poses a unique set of challenges and opportunities. On the one hand, an expansive product list means there’s a staggeringly large portfolio of highly-specific keywords the website can target. On the other, workflow becomes difficult to prioritize and there’s a high risk of spreading ad budget too thin or funneling money into low-payoff keywords. That’s the position Clips and Fasteners found themselves in when they decided to call in help.

The Challenge

Clips and Fasteners’ ad campaign spanned a number of keywords that didn’t convert. Irrelevant clicks were a source of perpetual frustration, pulling from the ad budget without bringing any qualified leads in return. This resulted in out-of-control ad spend on a low-performance PPC strategy.

Our Approach

Our primary goal was to trim fat from the existing strategy and refocus the campaign around high-converting, high-value keywords. We also wanted to introduce new opportunities into the campaign by leveraging additional keywords and ad types. We did this by:

Curating high-quality, high-converting keyword lists with low competition rates to reduce competitor overlap

Layering various bidding strategies to influence conversions from customers with the highest buying intent

Leveraging new ad types to grow ad real estate and encourage additional volume

Over the course of the next year, we saw a 140% increase in PPC revenue with a 66% increase in average order value from PPC visitors. Click-through rates improved for PPC campaigns across the board, with one campaign boasting a 171% improvement in click-through rate. Our client’s favorite part? We didn’t just improve PPC revenue; we also saved them money!