Inflow Case Studies IoT Case Study: Leveraging Audience Opportunities for Enhanced eCommerce Performance

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	IoT Case Study: Leveraging Audience Opportunities for Enhanced eCommerce Performance Inflow

IoT Case Study: Leveraging Audience Opportunities for Enhanced eCommerce Performance

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Applicable Industries	Buildings Retail
Applicable Functions	Procurement
Use Cases	Traffic Monitoring Transportation Simulation
Services	Testing & Certification
Challenge	Bandages Plus, an eCommerce site selling compression therapy supplies, bandages, tapes, and ready-made kits, was facing challenges in identifying and reaching its target audience online. The company was struggling to get in front of potential customers without wasting resources on audiences that were not interested in their products. The challenge was to find the best audience opportunities for the client, which required understanding who was already finding Bandages Plus and why. The company needed to segment products into categories that included best sellers, high-margin items, and others, and reflect these categories in shopping ad group segmentation. This would allow them to set bids according to profitability targets. Read More
About Customer	Bandages Plus is an eCommerce site that specializes in selling compression therapy supplies, bandages, tapes, and ready-made kits. The company serves a unique audience that is specifically looking for their products. Bandages Plus was keen on understanding its audience better and reaching out to them more effectively. The company was open to testing and exploring new product targets via search traffic and was actively involved in the process of segmenting products into categories that included best sellers, high-margin items, and others. Read More
Solution	The solution involved a collaborative approach between the PPC team and Bandages Plus. The team carefully studied Analytics data to understand how they could expand wins and scale back on losses. They segmented products into categories that included best sellers, high-margin items, and others, and reflected these categories in shopping ad group segmentation. This allowed them to set bids according to profitability targets. Regular tests were run on shopping structure, such as segmenting shopping campaigns to allow for bids on generic vs. product specific vs. brand search terms. As Google Certified partners, the team was able to implement new AdWords strategies as they became available. Eventually, the campaign was expanded to include Bing based on successes in AdWords in relation to increased revenue. Read More Log in to view content
Contents

Applicable Industries

Buildings

Retail

Applicable Functions

Procurement

Use Cases

Traffic Monitoring

Transportation Simulation

Services

Testing & Certification

Challenge

Bandages Plus, an eCommerce site selling compression therapy supplies, bandages, tapes, and ready-made kits, was facing challenges in identifying and reaching its target audience online. The company was struggling to get in front of potential customers without wasting resources on audiences that were not interested in their products. The challenge was to find the best audience opportunities for the client, which required understanding who was already finding Bandages Plus and why. The company needed to segment products into categories that included best sellers, high-margin items, and others, and reflect these categories in shopping ad group segmentation. This would allow them to set bids according to profitability targets.

About Customer

Bandages Plus is an eCommerce site that specializes in selling compression therapy supplies, bandages, tapes, and ready-made kits. The company serves a unique audience that is specifically looking for their products. Bandages Plus was keen on understanding its audience better and reaching out to them more effectively. The company was open to testing and exploring new product targets via search traffic and was actively involved in the process of segmenting products into categories that included best sellers, high-margin items, and others.

Solution

The solution involved a collaborative approach between the PPC team and Bandages Plus. The team carefully studied Analytics data to understand how they could expand wins and scale back on losses. They segmented products into categories that included best sellers, high-margin items, and others, and reflected these categories in shopping ad group segmentation. This allowed them to set bids according to profitability targets. Regular tests were run on shopping structure, such as segmenting shopping campaigns to allow for bids on generic vs. product specific vs. brand search terms. As Google Certified partners, the team was able to implement new AdWords strategies as they became available. Eventually, the campaign was expanded to include Bing based on successes in AdWords in relation to increased revenue.

Impact #1	The operational results of the solution were significant. The client enjoyed enhanced performance as the team constantly explored new traffic and optimization tactics and opportunities. The improvements in KPIs across the board, except conversion rate, and a 50 percent increase in both Transactions and Revenue, were notable. The increase in traffic and decrease in conversion rate would have been a concern, but the decrease in cost and increase in transactions offset this. The proactive focus on account structure and select products to optimize ROAS also contributed to the improved performance.

Impact #1

The operational results of the solution were significant. The client enjoyed enhanced performance as the team constantly explored new traffic and optimization tactics and opportunities. The improvements in KPIs across the board, except conversion rate, and a 50 percent increase in both Transactions and Revenue, were notable. The increase in traffic and decrease in conversion rate would have been a concern, but the decrease in cost and increase in transactions offset this. The proactive focus on account structure and select products to optimize ROAS also contributed to the improved performance.

Benefit #1	Cost decreased by 3%
Benefit #2	Transactions increased by 47%
Benefit #3	Decreased costs by 21 percent, while increasing transactions by 380 percent

Benefit #1

Cost decreased by 3%

Benefit #2

Transactions increased by 47%

Benefit #3

Decreased costs by 21 percent, while increasing transactions by 380 percent

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Overview

IoT Case Study: Leveraging Audience Opportunities for Enhanced eCommerce Performance

Operational Impact

Quantitative Benefit