Convonix helps America's leading professional tools manufacturer reduce cost/sale by 79.42% within four months

  • Vertical/Industry

  • Geographic Region

  • Services

The client is one of the largest tool manufacturing firms in the USA. They manufacture, distribute and service premium quality automotive equipment, tools, and tool storage for the professional technician.

The company has more than 60 years of national brand experience in the automotive equipment industry. The client approached us to enhance their Paid Search Marketing initiative and thereby achieve a better ROI.

Systematic research of the user trends helped us in identifying the better performing hours on a given day. Using these insights, we deployed an effective 'day parting' strategy, wherein we bid higher during the hours when performance peaked and to retrench the CPA, we reduced the bids during the remaining hours of the day.

CAMPAIGN EXECUTION

The Convonix team streamlined the entire process of initial set up based on the client's priority, wherein the key services and products structure were set up first.

Knowing the brand presence of the client, we thrived on its value by creating a dedicated campaign targeting brand related keywords. This could be noticed by the sharp rise in the conversions in March, when the Brand campaign went live.

After intense research, we observed that the competitors were also vying for user's interest. Hence, we created a separate campaign to target the client's competitors, gaining maximum leverage from their market share.

To communicate better with the audiences who had already visited our website and key pages, we implemented Re-marketing ensuring that our ads are displayed to the right audience, who have either visited the site or have not converted on the landing page.

Systematic research of the user trends helped us in identifying the better performing hours on a given day. Using these insights, we deployed an effective 'day parting' strategy, wherein we bid higher during the hours when performance peaked and to retrench the CPA, we reduced the bids during the remaining hours of the day.

THE RESULT

The success of the account was measured against the conversions and the cost per conversion parameters.

The combination of the above mentioned strategies helped the Convonix team reduce the overall CPA by 79.42% with a 201.34% increase in conversions (in a span of four months).

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