Background: Ridgecrest Products, Inc. is an online retailer of first responder badges and accessories. The current owner purchased the business in 2017 and took control of all existing digital accounts and collateral. While the company had an existing Google Ads search marketing campaign which was driving traffic, the costs were far too high as a percentage of sales. Motto Marketing was hired to refine the search campaigns for maximum efficiency.
Assess: Motto Marketing met with the client to carefully review the existing campaign data and listen to the owner’s thoughts about what worked well and what needed to be improved. During this meeting, Motto Marketing took time to understand the business and the new owner’s goals, while making sure the owner was comfortable with the next steps.
Plan: The Ridgecrest Products, Inc. owner opted for a hands-on approach so that ongoing maintenance would be under her control. Motto Marketing set up a project management tool to maximize transparency, communication, and process review. Motto Marketing would coach the client through the process of updating campaigns and tracking their results.
Implement: Using data from the existing campaigns audit, Motto Marketing made immediate money-saving changes. Ridgecrest Products, Inc. learned how to refine keywords and bid strategies to increase conversions for less ad spend. Once the owner optimized the Google search campaigns with a smaller budget, she was able to direct the savings into other avenues of digital marketing. With Motto Marketing’s guidance, Ridgecrest Products, Inc. expanded their digital advertising to include a new email marketing campaign, Facebook advertising, and remarketing campaigns.
Analyze: After one year of tracking the new search campaign strategy, with regularly applied adjustments, Ridgecrest Products, Inc. saw a conversion increase of 26% while reducing cost per click by 50%. Motto Marketing has continued as an adviser by monitoring the ad campaigns and market trends. In 2019, conversion rates increased again by 28% over 2018, and ad spend was reduced even further.