R Repair Clinic stands as a prominent online retailer specializing in replacement parts for a diverse range of products, including appliances, lawn equipment, power tools, and heating/cooling systems. Boasting an extensive inventory of over 4 million parts from 175+ major brands, they supplement their offerings with a comprehensive library of step-by-step videos and repair resources. In the competitive landscape, where giants like Amazon dominate search results, Repair Clinic employs various paid online advertising strategies.
“Quanpact’s PPC expertise transformed Repair Clinic’s campaigns, boosting revenue and optimizing Return on Ad Spend.”
– Quanpact’s Team
Facing challenges with their Pay-Per-Click (PPC) campaigns on platforms like Google, Bing, Criteo, Yahoo, and YouTube, Repair Clinic encountered a suboptimal Return on Ad Spend (ROAS). The existing campaign structure suffered from issues like keyword overload, outdated ad formats, and targeting the homepage rather than specific keywords, leading to cumbersome user conversion journeys.
Analytics tracking problems, compounded by inefficiencies in a third-party tracking software (Marin), further hampered bid decisions and resulted in inaccurate reporting of sales and revenue.
In response, Quanpact conducted an in-depth PPC audit to identify and address performance issues. The following actions were taken:
Campaign Structure Improvement: Restructuring campaigns involved removing non-converting terms, breaking down large ad groups into smaller themed campaigns, and distinguishing general terms from specific product brand terms.
Ad Copy Enhancement: Outdated text ads were replaced with updated formats such as expanded text and responsive search ads. Ad content was refined using enticing language aligned with the company’s brand guidelines.
Bidding Optimization: Realignment of Marin bid folders by channel and campaign was undertaken to enhance bidding efficiency. Comparative testing between Marin’s bid folders and Google Ads’s Target CPA strategy was performed to identify the most effective method for maximizing conversions.
Shopping Campaign Streamlining: Testing standard shopping campaigns against Smart Shopping revealed that the latter significantly improved key performance indicators (KPIs), leading to the adoption of smart shopping campaigns for enhanced campaign management and increased conversion value.
Tracking & Reporting Resolution: Addressing tracking issues between Marin and Google Analytics involved fixing the ad URL structure, ensuring accurate tracking throughout the ordering process.
As a result of Quanpact’s intervention, Repair Clinic witnessed substantial improvements in PPC performance, accompanied by significant increases in revenue and Return on Ad Spend. The optimized ads are now driving more traffic at reduced costs, marking a successful transformation in Repair Clinic’s online advertising strategy.
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