Ecommerce Business

From the Client

The Results

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Organic Revenue
Unlike some other agencies, 360digitalz’s specialists have always been actively engaged and there is never radio silence from them. It’s almost like they have been an extension of our team, and we could always rely on them for insight and questions that we have. We really appreciate all the insights 360digitalz’s team has been giving us. 360digitalz has been a very important part of our success. They’re going to be a very important part of your team and definitely a long-term partner. I highly recommend 360digitalz.” — client Erica C.
Dusty Norris, Owner

An ecommerce client that sells high-end juicers came to 360digitalz Internet Marketing Agency to help with its search engine optimization, wanting to increase visibility organically because most customers were finding the company’s juicers only through business-name searches. A few months into the SEO strategy, it also asked 360digitalz to help with its pay-per-click campaign.

360digitalz integrated cross-channel online marketing using SEO and pay-per-click. In the pay-per-click marketing, 360digitalz saw great results across the whole AdWords account. The year-over-year AdWords improvements included:

  • Account Spend: -46%
  • Average Position on Search Engine Results Pages: +76%
  • Average CPC: -4.5%
  • Click-Through Rate: +138% (Search Campaigns: +449%)
  • Cost-Per-Acquisition: -14% (Search Campaigns: -21%)
  • Search Spend: -31%
  • Overall Conversion Rate: +11% (Search Campaigns: +33%)
  • Google Shopping Conversions: +72%

Father’s Day is the ecommerce business’ biggest holiday of the year. Leading up to Father’s Day, 360digitalz optimized its Google Shopping campaign to better utilize spend and decrease irrelevant traffic/search terms. For Father’s Day, the year-over-year improvements included:

  • Conversion Rate: +39% (Search Campaigns: +43%)
  • Click-Through Rate: +131% (Search Campaigns: +511%)
  • Average Position: +83%
  • Search Campaigns CPA: -14%
  • Search Impression Share: +69% (Google Shopping Campaign: +21%; Search Campaigns: +120%)

Project Overview

Executing The Strategy

As part of the SEO strategy implemented, 360digitalz optimized the ecommerce business’ images, provided content ideas and built links for the company. 360digitalz reached out to several top juicing bloggers to secure important links to help it rank higher in keyword searches. 360digitalz also incorporated slow-juice recipes on the website to increase organic rankings as well. The efforts paid off, with 360digitalz helping the juicer business compete organically with ecommerce heavyweights such as Amazon, Walmart and Bed Bath & Beyond.

360digitalz performed a PPC audit initially once the ecommerce business started using the service. 360digitalz immediately created negative keywords lists, paused overlapping/duplicate keywords, created new ad copy and corrected conversion tracking. 360digitalz then began improving click-through rates of ads and keyword-quality score. 360digitalz also optimized the “Shopping” campaigns for the juicing company, reducing wasted spend by creating priority shopping campaigns using negative keywords to control the traffic. 360digitalz created new ad copy in all ad groups utilizing the keyword in the headline, description line and including call-to-actions. The company’s PPC sales doubled year-over-year and its PPC ad spend reduced by 400 percent.

360digitalz also created a Bing Ads account for the ecommerce business to run during the holiday season that created a big boost in revenue with a 3.1 percent conversion rate. 360digitalz’s Google Ads efforts for the ecommerce business saw a year-over-year increase by 81 percent in transactions, 87.4 percent increase in revenue and a 101 percent jump in click-through rate.

  • Integrated forms directly onto the site (instead of additional landing pages).
  • Redesigned the homepage and internal pages to draw visual attention to clear and compelling CTAs

Norris said the site redesign has really helped his business: “Great consumer feedback,” Norris said, “and growing traction with SEO.”

Online Visibility

After the website launch in May 2019, 360digitalz started the client’s pay-per-click marketing campaign alongside the on-page optimization. The goal was to gain higher search visibility on search engines and increase conversions while lowering cost-per-conversion (CPC).

360digitalz’s SEO strategy was focused on improving the client’s overall site traffic, conversions and keyword rankings. The goal was to expand the company’s online reach and target DFW-area cities Midlothian and Waxahachie in generating commercial and residential leads to the site.

Initially, 360digitalz’s SEO specialists worked on obtaining on-topic quality links from niche directories and sites. We implemented targeted optimization tactics, including competitor link analysis, guest posting, blog commenting, content syndication and business directories.

Aside from performing on-page SEO, our digital marketing strategies also covered:

  • Content optimization for industry-specific blog topics
  • Keyword ranking and traffic review
  • Building and claiming local listings from reputable citation sites
  • Reviewing search queries and adding negative keywords to improve the relevancy
  • Performing a full CRO audit

To ensure the company’s online marketing strategy is on track, we have set key performance indicators (KPIs) for the campaign. These include keyword ranking for geo-targeted locations, organic search traffic and goal completion through contact forms and CTA buttons.