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Paid Google PPC and SEO campaigns led to huge profits for Carousel Designs, a leading US-based baby bedding manufacturer and online retailer.
This e-commerce retailer needed an expert PPC marketing agency to manage and optimize its cross-channel digital advertising objectives. With their peak season quickly approaching, the executive team realized that selecting the right company for paid search services could make or break their year. That is why they wanted to work with the best and didn’t want to take any chances.
So, they reached out to our SEO PPC agency.
Heading into their peak season, the executive team at Carousel Designs had clear expectations regarding the results they needed their SEO PPC agency to deliver. As a well-established online retail brand, they understood that their website’s visibility directly correlated with their ability to generate revenue. As a result, the AIS Media and Carousel Design teams closely collaborated to establish specific, timely key performance indicators (KPIs). These included:
Once these parameters were established, the results exceeded expectations, delivering a 75.55% increase in ROAS within three months during Carousel Design’s peak season from our SEO PPC services.
Due to these outcomes, AIS Media and Carousel Designs were recognized with two 2021 Gold Communicator Awards for their outstanding achievements in social media marketing and content marketing.
When brought on board, our experts had to build a comprehensive PPC marketing and advertising strategy, as it was Carousel Designs’ peak season to generate sales. That is why the strategy developed by the team included all viable digital advertising channels for reaching target audiences. This included Google and Bing for paid search and Facebook, Instagram, and Pinterest ads for paid social campaigns.
The first step in developing this PPC strategy was to conduct a 5-point audit of each advertising channel’s historic performance for the brand. When Carousel Designs approached us about SEO and PPC services, their ad campaigns had been performed well. As their new digital marketing partner, we were tasked with finding unique, untapped opportunities to improve the company’s ad campaigns with an effective spending strategy that utilized the ad budget to its fullest potential.
To understand the calibration of each ad campaign, AIS Media researched the target buyer personas to evaluate the most likely purchasers and how to best reach them. As a retailer of nursery fabrics and designs, the life cycle of becoming pregnant is the trigger event for online advertising. That is why effective collaboration targeting would help maximize exposure within a limited time window.
Contrary to popular belief, customized baby bedding is not just sold to pregnant women. The demographic research we conducted suggested that Carousel Designs’ target audience also included newborn parents, baby shower attendees, and grandparents. Remarketing segments, including prior purchasers, cart abandoners, and non-converters, were also considered as audiences for specific ad messaging and targeting.
To provide clear guidance on how and which social media channels to dedicate the ad spend best, our team referenced historic data and search trends to help maximize the ROAS. The team reviewed which campaigns had the highest performance. This data enabled them to understand how the ad spend could be best maximized and disbursed among these SEO and PPC campaigns. This ensured Carousel Designs’ marketing and advertising spend would drive traffic to generate more revenue, including retargeting to repeat purchasers.
While Google, Bing, Facebook, Instagram, and Pinterest were all high-performing revenue generation channels, they each delivered different ROAS and had points of diminishing returns. That is why historical analysis and A/B testing were key to establishing a budget for the highest-performing campaigns. When AIS Media partnered with Carousel Designs, they had access to years of data to help them evaluate which channels perform the best and at what times to enact the PPC and SEO campaigns.
For example, our PPC marketing team found that Pinterest ads performed well with certain audiences over others, specifically DIY enthusiasts. However, Google and Facebook ads were the top-performing channels, with a history of effectively reaching all target audiences. As a result, we used these insights to calibrate the budget for social media channels in ways that would provide Carousel Designs with the highest ROAS.
Evaluating keywords, developing the creative, and establishing the target settings to expand audience reach are all effective strategies for maximizing PPC marketing and ad spending. AIS Media expanded the keywords used by Carousel Designs to create a cadence for testing the new ad creative while simultaneously adjusting target settings to distribute ads to particular audience segments.
To maximize the ROAS on each channel, our PPC team developed varied creative ads to target each audience segment and each keyword group specifically. This ensured the messaging for each channel was optimized to increase the effectiveness of the campaigns by improving the conversion rates.
Our PPC management team incorporated effective remarketing ads into the overall strategy to enhance the ad campaigns even further. They did this by designating specific ads from Carousel Designs’ top sellers to entice audiences who had previously visited the site but did not purchase. There were also ads created for audiences that had made one purchase, encouraging them to revisit the site to discover other products that may be relevant to their spending histories, such as milestone blankets or pillows.
Our experts included two additional marketing concepts to Carousel Designs’ marketing advertising strategy to enhance the effectiveness of their PPC and SEO campaigns: product reviews and ad messaging schedules. The team planned to increase the company’s product reviews to enhance its visibility and performance on the Google Shopping network. Star ratings displayed prominently on Google play a significant role in audiences determining which products or services to purchase. As a result, they are a vital tool for increasing sales and generating revenue.
To optimize the effectiveness of the ad messaging, we crafted a schedule to update ad creative to ensure the messaging was relevant consistently and timely when remarketing and retargeting to repeat purchasers
AIS Media’s robust marketing and advertising PPC and SEO campaigns yielded exceptional results, with Carousel Designs experiencing a 75.55% increase in ROAS in just three months.
By partnering with Carousel Designs’ executive team to understand their target audiences and buyer personas, AIS Media developed effective ad creatives and implemented a comprehensive PPC marketing strategy that enhanced e-commerce revenue.
As a result of these efforts, the AIS Media and Carousel Designs teams were given two 2021 Gold Communicator Awards for their extraordinary accomplishments in social media marketing and content marketing.
PPC marketing agency, AIS Media, has been ranked as a Top SEO, Digital, and Social Media Marketing Agency by Clutch.co and among the “Top 1% of digital marketing agencies in the U.S.” by UpCity. AIS Media has received nearly 80 digital marketing awards in the last eight years.
With extensive experience in Search Engine Optimization (SEO), Content Development, Digital Marketing Strategy, Pay-Per-Click (PPC), and Social Media Marketing, AIS Media specializes in managing B2B and B2C digital marketing campaigns to consistently deliver measurable results that help businesses reach their desired outcomes.
Contact us today for a complimentary digital marketing consultation.
