Case Study - Instorage Distribution
Audit & Strategy
01Identifying issues and lost opportunities within the existing Google Ads account and building a custom strategy aligned with the client's business goals.
Google Ads Management
02Deploying SEM campaigns, setting up conversion tracking and performance reporting as well as creating a custom media pacing sheet in order to keep track of spending.
Optimizations
03Monitoring account performance, identifying and proposing new tactics to improve the main KPIs.
Results
04Increasing B2B online forms submissions
About the project
Instorage Distribution is one of the leading 3rd party logistics companies located in Ontario. Their services include everything from storage, order fulfillment, and cross-dock services to eCommerce fulfillment. The company has been running since 1983 and since then they have been providing valuable and comprehensive services to both domestic and international clients.
Identifying lost opportunities
My main focus was to create a B2B lead generation program by targeting companies that were actively looking for a 3PL service provider in their area.
The existing account only had one campaign and one ad group that encompassed all keywords and targeted both the US and CA which made it impossible to evaluate performance, control the budget based on efficiency and maintain a good quality score.
The keyword universe included broad terms which triggered a large number of irrelevant searches causing early budget depletion and low conversion rates. Most searches were generated by users searching for available job opportunities in warehouses or users looking for warehouse ecommerce sales.
Conversion actions were poorly implemented therefore missing the opportunity to track submitted quotes coming from the website.
Main Optimizations
Restructuring
Implementing brand and generic campaigns in order to strategize and manage budgets in accordance with the level of performance. The strategy was shifted towards a more local approach instead of targeting countries. The campaigns were split based on major provinces following the client’s objectives and Google Analytics data. After analyzing the performance over a one-month trial period the campaigns with the lowest performance were paused enabling better control over budget allocation to campaigns with higher conversion rates and lower cost per lead.
B2B Approach
The keyword universe was re-evaluated and broad keywords were replaced by exact and narrow terms in line with the B2B audience. A negative keyword list was added at the account level to exclude any searches related to jobs, education, sales etc.
Improving Relevancy
Decreasing keyword universe and excluding irrelevant searches in order to have more control over budgets and reach the right audiences. Building ads and ad extensions tailored to each keyword group to increase quality score. As a result, CTR and CVR increased while the CPCs decreased considerably.
Leveraging Machine Learning
Tracking additional actions that were bringing value to the business such as phone calls ( +60 sec.), started and submitted online forms. Following these changes, I was able to successfully leverage machine learning by using smart bidding strategies in order to make real-time auction modifications resulting in higher and better quality conversions.
Results
Increase in B2B Leads
Includes phone calls started and submitted online forms
Decrease in CPL
The cost per lead decreased significantly which enabled the use of the media budget more efficiently
Increase in CVR
Users were more likely to convert since the ads and keywords were targeting a B2B audience actively looking for a 3PL service provider
Increase in Search IS
By eliminating searches related to warehouse jobs and education the auction size has been reduced significantly enabling the ads to capture a higher impression share within the same budget
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