Case Study – Seed Products

Case Study

A Grower and Seller of Seed Products* Sees 5x Increase in Revenue with Adfix PPC Campaigns

*due to an agreement with our partner that referred us to this client, we cannot disclose their name.

1.8x

Increase in clicks

402%

Increase in revenue

127%

Improvement in conversion rate

Summary


The client already had an established offline business, but they wanted to expand their online sales nationwide.


Prior to working with Adfix, they had already implemented several PPC campaigns on their own, as part of their overall marketing strategy. Unfortunately, those campaigns weren’t achieving their sales targets and the team wasn’t confident that they were making the most of their Adwords efforts.


In two years, Adfix helped the client to quadruple their revenue from PPC campaigns, while increasing conversions by 127%.

Client's Quote


“When we initially embarked on this journey with Adfix nearly two years ago, my vision was basic: match our online sales to our offline success” reflects company's president. 


“I can honestly say that the Adfix team has gone above and beyond, exceeding my expectations and helping us continue to dream big and crush our goals year after year.” 

OVERVIEW

The client is a world-class provider of high quality, customized seed products (lawn grass, pasture grass, cover crop, etc.). Founded on a family farm in 1978 in Florida, the company harvests, processes and packages their primary products in their own facilities, serving customers across the country as well as internationally.

The Challenge - Expanding Online Presence


The company already had an established offline business, but they wanted to expand their online sales nationwide.

Prior to working with Adfix, they had already implemented several PPC campaigns on their own, as part of their overall marketing strategy. Unfortunately, those campaigns weren’t achieving their sales targets and the team wasn’t confident that they were making the most of their Adwords efforts. 

The client team began the arduous search for an online marketing firm


“We recognized that in order to continue to be successful in today’s day and age, we needed to establish a more dominant web presence for the client's brand,” comments company president. “We were doing everything we knew how to do to achieve that goal, but the results were pretty disappointing. It was clear we needed help.”


After much consideration, they decided to go with Adfix. The company's president particularly liked how Adfix offered the flexibility of month to month contracts, which meant they wouldn’t be locked into something long term if they weren’t happy with the results. This was something few of the other agencies offered. He also appreciated the personalized service he received.

“We had a surprising number of agencies propose solutions to us before they even had a clear picture of the problem. The Adfix team was different. (...)"

– president of the company

Adfix started with auditing the client's accounts


Upon deeper analysis, the Adfix team discovered that there were some major issues hindering the client's ability to make an impact online. First, the targeting by location, device and network were weak.


Second, there had been issues with their tracking codes which had made it difficult to determine what was working and what was not. 

The strategy started around Shopping and Search campaigns


Additionally, Adfix set several remarketing campaigns to close up the loop on visitors who’d landed on the website but hadn’t made a purchase.


The Adfix team laid out a comprehensive strategy to adjust various campaign segments based on performance. Specifically, they created bid adjustments for each device, geographic region and hour of the day. This was accomplished through Adfix’s in-house software, which automatically adjusts bids based on performance data to meet return-on-ad-spend (ROAS) goals.

SOLUTION

Adfix’s approach to helping the client gain more traction online extended well beyond optimizing their Adwords efforts.

Shopping Campaigns


  • Configured and optimized the product feed 
  • Created a granular structure for the Shopping Campaigns, with each ad group targeting a specific product. This enables the client's team to easily identify top performing products as well as underperforming ones and optimize them accordingly via bid management and negative keywords
  • Used proprietary in-house software to automatically update shopping campaigns, so that whenever new products are added to the website new ad groups are created
  • Monitored high and low performing products and adjusted bids to maximize ROI
  • Optimized mobile bid adjustments by considering factors like mobile traffic behaviors

Search Campaigns


  • Created search campaigns around each individual product
  • Grouped keywords to further optimize ads

  • Used in-house software to automatically pause ad groups when products ran out of stock and re-enable when back in stock

  • Performed continuous monitoring for site issues; If a product gets deleted, a page gets moved or the whole site goes offline, the Adfix team receives notification and acts promptly to resolve the issue

Dynamic Search Ads Campaigns


  • Set-up DSA campaigns which allow automatic, targeted searches based on the content of landing pages

  • Increased relevancy for users to click on the ads

  • Structured campaign around the main website categories and created thematic ad groups targeting similar content which translated into relevant traffic and excellent ROI

Dynamic Remarketing Campaigns


  • Analyzed where customers stopped along the checkout funnel to create audiences and segment visitors based on their website engagement

  • Crafted ads for visitors who abandon their cart

  • Set targeting criteria, making bid adjustments for high or low performing ad groups and mobile bid adjustments

RESULTS

In the two years since they began leveraging the expertise of Adfix, the client has experienced the following results:

1.8x

Increase in clicks

402%

Increase in revenue

127%

Improvement in conversion rates

WANT RESULTS LIKE THIS?

Adfix successfully sets up and manages Google Adwords campaigns to help ecommerce businesses achieve dynamic growth without worrying about positive ROI.