Search Engine Marketing Strategies Contribute to Remarkable Results for Retail Client
Search engine marketing leads to dramatic gains.
Client experiences 995% return on ad spend.
Efforts contribute to 87% boost in new customers.
CHALLENGE
Franklin, Indiana-based Drainage Solutions Inc. (DSI) came to PI in 2023 to help them expand their product store sales nationwide. With an e-commerce website and four locations serving commercial and residential clients, DSI’s market reach was primarily within the state of Indiana and part of the Midwest. DSI was aware of large purchases in other states across the country, but its management team didn’t know how to tap into those potential markets.
DSI also had an inconsistent approach to their past sales and marketing efforts with very few facts about what worked and what didn’t.
The goal, therefore, was to drive traffic to DSI’s online product store by increasing visibility of their brand through data-based search engine marketing initiatives.
SOLUTION
Our approach included analyzing the client’s data and a variety of other sources to determine our target geographies and customer segments. Based on these findings, we implemented and optimized search engine marketing solutions with the goal of increasing website sales across the country.
We continuously analyzed the effectiveness of our SEM strategies and, based on the results, regularly refined them to further optimize the return on investment for the client's marketing spend.
RESULTS
Our optimization of search engine marketing solutions for DSI led to results that were dramatically higher than industry averages.
- DSI had an 87% increase in new customers and an 81% increase in overall orders over a six-month period.
- Our enhancement and optimization of SEM strategies led to a 995% return on ad spend (ROAS) for DSI in 30 days – which is approximately 3x higher than the national average ROAS of about 350%.
- The cost-per-conversion decreased by 39.51% in a three-month period.
- The client had 6.08 million impressions on Google over six months, which is an increase of nearly 2,179% over the previous period and 5x higher than the industry benchmark average of 200,000 impressions per month.