TruckXpressions.com
Case Study
OverviewTruckXpressions is an online retailer of truck and SUV accessories and parts, with an online catalogue of approximately 15,000 products and parts.
Prior to retaining BeyondROI as their agency of record, TruckXpressions was using internal resources to promote their site with various search engines, using basic web logging and tracking systems to measure only high-level data such as page views and unique visitors.
TruckXpressions has since realized triple-digit revenue growth over the past three years.
Internal & Technical Challenges
TruckXpression's knowledge and strategy of search engine marketing was basic, limiting monetization of their online storefront. Management could not measure the effectiveness or success of online marketing efforts, including Return on Ad Spend (ROAS):
- By Engine
- By URL
- By Keyword
- By Product
- By Day/Week/Hour
The Company did not know where to find robust tools to help them manage search marketing internally, and their technical staff was fully committed to other projects.
Objective
TruckXpressions retained BeyondROI to help develop a winning search marketing strategy. The following goals were determined:
- Increase online presence of all product offerings to ultimately acquire more sales.
- Effectively review and oversee campaign(s) in aggregate and in detail to ensure positive ROAS through real-time tracking.
- Push and pull new and seasonal products in a timely fashion.
The following search marketing services were implemented to meet and exceed these goals:
- Paid Search Management: Using sponsored search for Google and Yahoo!
- Paid Inclusion: Continuous crawling and indexing of TruckXpressions product pages into the Yahoo! Search Submit program.
- Banner Advertising: Placed in various truck magazine websites.
Implementation
The first step to implementing the campaign was for TruckXpressions to tag their pages with BeyondROI's proprietary tracking codes to track all campaigns from a single interface, "BeyondTracking." Next was to setup test transactions to ensure that the sale price were correctly being recorded from the code so that conversions could be measured throughout all media avenues. This was accomplished within two days.
TruckXpressions wanted all pages indexed for the paid inclusion feed. BeyondROI used its proprietary crawling technology to capture relevant content and keywords for each product specific page, eliminating the need for any work on TruckXpressions part.
TruckXpressions worked with BeyondROI to market their most profitable, highly inventoried and newest "hot sellers" for sponsored search. In addition, for branding purposes, some high-level keywords were chosen to increase overall visibility throughout the search engines. BeyondROI delivered a keyword list for approval by the client. Next was for BeyondROI to develop creatives and submit these into their systems. This process took about six business days.
Solution
Taking the viewpoint of the client's needs, coupled with its experiences and the data needed to accurately monitor and maintain a campaign, BeyondROI used our proprietary analytics program (BeyondTracking) to monitor campaigns on precise ROAS measurements. BeyondROI then had the ability to provide increased, proactive campaign management. Empowered with endless possibilities for successful campaign management, we traveled to TruckXpressions headquarters to demonstrate what we could now provide for them.
Pleased with what they would be able to monitor and measure, and the system's ease of use, TruckXpressions trusted their entire search engine marketing campaigns to BeyondROI. TruckXpressions' technology team could now focus on their core strengths with internal systems, and simply oversee the success of the online marketing efforts.
Results
TruckXpressions has become well branded in both sponsored and natural placements across major search engines with a profitable search engine marketing campaign. There target ROAS goal of 200% has been exceed as presented below::
- Paid Inclusion: Specific product pages are listed in top positions in the natural results of Yahoo!, AltaVista and AllTheWeb. Pages that are performing well are modified by BeyondROI's production team to increase rankings, while other pages are removed from the feed. New product pages are indexed into the feed and listed within 48 hours. ROAS results are 527% for Q4.
- Paid Search Management: Sponsored search is managed by keyword, by engine, by product page, by time of day and by day of week. ROAS results are 351% for Q4.
- Tracking: TruckXpressions' real-time reporting lets them view from a high-level all the way down to detailed levels, 24 / 7.
BeyondROI's ability to monitor campaign successes and failures down to very detailed levels has allowed TruckXpressions to run a search marketing campaign that has far exceeded its original goal.
BeyondROI continues to manage the TruckXpressions campaign, supported by analytics programs that facilitate the concise, educated decisions needed to keep the campaign successful on-the-fly. BeyondROI continues to push forward month after month with a campaign that exceeds the client's goals.