TrucknTow Increases Amazon Sales +258.97%,
Google Shopping Sales +48.57%
TrucknTow.com is designed to provide the best trucking and towing accessories at the best prices with fast, economical shipping. Their extensive line of trucking and towing products includes wide load equipment, automotive ties downs, cargo control, vehicle lighting, roadside safety or lifting and recovery accessories
TrucknTow joined CPC Strategy in 2015 to improve their Google & Amazon marketing efforts.
CPC Strategy worked together with TrucknTow to address each goal by leveraging our in-house Google & Amazon optimization strategies + techniques.
TrucknTow’s Primary Goals
- Optimize & Scale Google Shopping Efforts
- Establish Profitable Amazon Advertising Campaigns
- Cohesive Marketing Efforts Across Google & Amazon
Time Period: 2016 vs 2017
Goal 1: Optimize Google Shopping Efforts
TrucknTow was already advertising on Google Shopping when they joined CPC Strategy in 2015, but due to a lack of bandwidth they were not leveraging the channel to its fullest potential.
Most retailers and brands agree that every product deserves to be treated as it’s own business, but managing hundreds or thousands of SKUs manually isn’t feasible for Marketing Managers today. Fortunately, there is a tool available to alleviate the threat of inefficiency, without having to sacrifice the attention of product level bidding – CAPx.
We utilized our in-house technology to implement an advanced marketing strategy on Google Shopping for TrucknTow. This advanced approach to Shopping included: programmatic bidding, budget pacing, search term harvesting, and negative keyword grouping – all essential strategies to keep up with the channel’s increasing competitive landscape.
As we started to clean up TrucknTow’s account, we also noticed there was no brand vs. non-brand nor device segmentation which prevented them from being able to dedicate budget to strategically acquire new customers at a measurable return.
We were able to significantly optimize TrucknTow’s Google Shopping strategy by implementing our ISO™ campaign structure.
ISO campaigns™ leverage priority settings and negative keywords to isolate and allocate more aggressive bids and budget to certain high value searches. This advanced strategy gives advertisers more control over which search queries their products show up for. It also allows them to isolate and dedicate budget to search queries that historically convert well.
Goal 2: Establish Profitable Amazon Advertising Campaigns
Largely due to the success of our Google advertising efforts, TrucknTow decided to sign on with our Amazon Management in September 2016. At the time, they were only running manual campaigns, with no negative keywords, no bid variations, and minimal spend.
To start, we leveraged our in-depth keyword research and bid optimization strategies to improve performance and efficiency. The goal of Amazon keyword harvesting is to discover and bid on keywords or search terms used by customers to find your products.
By analyzing TrucknTow’s keyword data on a granular level we were able to discover terms that they never even thought about bidding on before. Instead of the “set it and forget” approach, now we were able to push TrucknTow’s products forward with a detailed (and profitable) keyword strategy in mind.
In January 2018, we also established advertising efforts for Amazon Marketing Services (AMS) including:
- Defensive campaigns (via Product Display Ads) to keep competitors off their product detail pages.
- Offensive campaigns (via Product Display Ads) to drive growth by targeting competitors and complementary products.
- Headline Search Ads to drive traffic to their retail brand page and target ads by keywords through high visibility placement in the search results.
Additionally, we optimized their Sponsored Product Ads, and used data from their automatic campaigns to build out more manual campaigns. These manual campaigns allow us to fine tune TrucknTow’s product targeting based on the relevancy of the keyword(s) and set bids on individual keywords that target relevant searches.
As a result, TrucknTow’s products became discoverable and buyable to customers. Not only did we increase sales by 259% from 2016 to 2017, but we also lowered ACoS by -16%.
Goal 3: Cohesive Marketing Efforts Across Google & Amazon
Today, our Amazon and Google account managers communicate and review TrucknTow’s ad performance reports on a regular basis to ensure their campaigns are continuing to grow and remain profitable.
Since the CPC team started managing these paid platforms, TrucknTow has been freed up to invest in other marketing endeavors, including the development of a new warehouse and expansion into other channels like Walmart.
“Working with CPC Strategy has been a profitable and extremely educational endeavor. I consider CPC strategy a member of our team. We work together to constantly improve our spend on Google, Bing and Amazon advertising platforms. I give them my input on a weekly basis, and they continue to pare the lower performing spend out of our campaigns and reallocate the resources to higher performing campaigns and new prospecting campaigns. Our account managers are always available to consult on a wide range of topics and new ideas, and their level of knowledge has taken our company to places we could never have gotten to on our own.”John Male
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