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Case Study: The Benefits of Google Local Shopping Advertising Campaigns

Tue, Aug 27, 2019 @ 02:38 PM / by Myke Amend posted in Adwords, Web Design Company, Cincinnati Web Design Agency, web development, cincinnati web development, woo-commerce, wordpress, Wordpress developers, Google, Google Shopping, Google Local Shopping, eCommerce, e-commerce, Wordpress websites

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increasing online sales-1

This project for TMI (Trailer Marketing, Inc.) began as a standard Wordpress build with the setup of Woo-commerce for a trailer and trailer parts retailer in Northern KY with a massive selection of semi-truck trailers and an even larger selection of trailer parts and accessories.

A Welcome New e-Commerce Web Development Challenge

We needed to integrate the new e-commerce functionality with their website's existing role of displaying new and used trailers for sale via TruckPaper.com.

Our goal was to increase their trailer sales online, in-store sales, calls for roadside service, while competing with other online retailers as well. We had to keep in mind that the ideal customers are local truck drivers, as well as truck drivers passing through in need of parts or service.

The first stage of this was to give TMI the basics: A well-crafted site with all of the SEO best practices applied from the very beginning. This included speed, security, and a template solid enough to score exceptionally on our SEO bench-marking utilities.

From there, we refined site content to give them the best organic search advantage we could offer on code and content alone. Knowing that these SEO basics can take a while to pay off, we also built the website to facilitate accurate paid search conversion counts.

Making the Very Best Use of Google Adwords, Google Shopping Ads, and Other Google Offerings

Once the payment portal was installed, and all products were imported into their store, we integrated the site into the Google services we'd be using.

  • Search Console
  • Analytics
  • Adwords (this was already present, but without shopping ads)
  • Google My Business
  • Google Merchant Center

google merchant center setup

When the feed was streamlined and accepted by Google, we then optimized their product titles and descriptions, from little things like removing ALL CAPS from the titles and descriptions, to fleshing descriptions out for products we could expand quickly. We took care of every error and warning, streamlining to improve ad quality. Higher-quality ads get better results, get shown more often, and often cost significantly less per click, yielding a much-better cost per conversion.

Measuring Return on Investment via Conversions, Conversion Types, and Cost Per Conversion

Our next step was to measure click tracking once the campaign launched. Though clicks on shopping ads are counted in Adwords, they are not necessarily conversions. We set up a conversion for when a customer reaches checkout. We also set up conversions for when a customer clicks TMI's phone number from an ad, and another for when a customer clicks their phone number on their site. We also set up conversions for when a customer who clicked on an ad reaches TMI's listing of new and used trailers. Lastly, we set up a conversion for when an ad click leads to a contact form submission from someone seeking a trailer or looking for service. We set up many of these to measure not only immediate results, but to also count those who clicked, visited, and returned later to buy or contact.

Making Adwords Ads a Bit-More Localized

At this point, we saw great results in ad display, but since local clicks are the best clicks, we refined their ad buying so all ads would bid higher the closer TMI they were, and less according to distance. Shopping ads and ads for trailers were set to show anywhere in the USA, roadside service ads were set to show regionally. This fine-tuning greatly improved their cost per conversion. Better yet, TMI appeared above where they would show in organic search, and above the paid text ads, with pictures of their products, prices, and descriptions.

Google adwords shopping ads

Setting up Actual Local Shopping Ads in Google Adwords

We were now ready to build on TMI's Google Shopping success.

Most people who buy automotive parts and tools, need them today or tomorrow, often "right now". In those cases the seller needs to be within driving distance, and needs to be found when the buyer is searching nearby sellers.

Google local shopping results

Our biggest goal, for this reason, was to get them onto Google Local Shopping so that anyone passing through with an immediate need for a part would see Trailer Marketing's products first when ticking the "search nearby" box in Google.

This was not as easy as it might seem. In order to get into Google Local Shopping results, you need to meet Google Local Shopping's strict guidelines. One of Google's most important requirements is certainty that customers clicking "available nearby" sees products that are immediately available for pickup.

In order to pass the inventory test, you first need to be able to include your inventory in your feed. When you are ready, Google calls you and asks you to photograph the 43 hex screws, 12 ABS sensors, 7 10-ton hydraulic jacks, and a large number of other products they found in your inventory feed. You have to make sure their SKUs are in those photos, as well as their price tags - all of this has to match with what you have online. Because of this, passing the test requires real-time inventory counts on the website, updating and feeding to Google at least several times a day.

Quickbooks Integration for WooCommerce and Google Shopping/Google Merchant Center

For Google to have accurate, real-time inventory and prices, we needed to connect TMI's website and feed to their warehouse, and we did this through connecting the website to their Quickbooks software. There are a lot of ways to connect to Quickbooks Online, but not so many for connecting to Quickbooks desktop. After a week of research, we chose the best software solution. We coordinated with their technicians and staff to configure the software, and were ready to schedule the test with Google.

After passing this test, TMI had their products showing to people in Northern KY, Southern Indiana, and Southern Ohio, at the very top of the list. They were also the only ones showing on local search for a majority of their fine products.

Google adwords local shopping ads

Continual Improvement to Google Adwords Campaigns

We have continued to refine Trailer Marketing's advertising campaign, leading to more sales per month, at lower ad spends, with an improved cost per conversion and return on investment.

google local inventory ads

increasing roi on google adwords

 

We are very thankful for the opportunity to serve Trailer Marketing and to be a part of their success. Below is a testimonial letter of their appreciation.

google shopping testimonial

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Scott Hasson Rejoins Lohre & Associates as Vice President, Sales & Marketing

Tue, Jul 16, 2019 @ 01:25 PM / by Chuck Lohre posted in Industrial Marketing, Industrial Advertising, Adwords, Industrial Marketing Advertising, Business to Consumer Marketing, Cincinnati Advertising, Cincinnati Advertising Agency, digital marketing

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Scott Hasson Rejoins Lohre & Associates as Vice President, Sales & Marketing

 

CINCINNATI, JULY 10, 2019 – Scott Hasson rejoins Lohre & Associates as vice president of sales and marketing July 1, 2019. Hasson brings his experiences from Corbus, LLC (Dayton) where he performed contract work with Procter & Gamble’s global digital advertising for the past six years from their Cincinnati headquarters. Hasson managed search, social, and programmatic advertising campaigns for the Personal Health Care (PHC) category brands that include: Vicks, Pepto-Bismol, PrilosecOTC, Metamucil, Align and Stressballs vitamin supplement. Immediately prior, Hasson was part of P&G’s global digital operations team managing campaign governance, oversight, analysis and reporting across all of P&G’s global brands.

 

“We are delighted to have Scott back on the Lohre team,” said Chuck Lohre, president of the Cincinnati-based agency. “With his impressive skills in social media and programmatic advertising campaigns, Lohre is better equipped to navigate online advertising ROI for our clients. While at Lohre from 2003 to 2013,” Lohre continued, “Scott worked with many business-to-business clients that our agency continues to serve.” With experience on both the client-side and agency-side, “Scott brings unique perspective to client marketing and advertising challenges," Lohre said.

 

In his sales and marketing role, Hasson brings nearly 20 years of marketing, advertising and strategic leadership experience to new and existing clients. Key disciplines include strategic marketing, digital advertising, SEO and SEM, social media strategy, analytics and reporting and website design. Hasson also received an MBA with a marketing focus from Xavier University in 2012 and earned a Bachelor’s degree with a journalism major from Indiana University in 2000.

 

“I’m thrilled to be part of the Lohre & Associates team,” Hasson said. “I’m joining such a talented and dedicated group of individuals to serve our clients’ various marketing, advertising, design, and digital needs.”

 

Lohre & Associates, a full-service advertising agency since 1935, specializes in mechanical, chemical, food, electrical and sustainable building technologies. The agency provides marketing strategy and execution through media and publicity, print and digital media advertising, trade show execution, photography, video or website design. Lohre & Associates successfully integrates client needs to generate proven results.

 

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Internet Marketing: Google Analytics Best Practices

Mon, Aug 18, 2014 @ 10:24 AM / by Lauren Campbell posted in Inbound Marketing, Marketing, SEO - search engine optimization, Internet Marketing, Adwords, Marketing Strategy

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After attending a Google breakfast hosted by TopSpot last week, we at Lohre & Associates learned some valuable information on how to use Google Analytics most effectively and efficiently in the industrial market and we thought it would be great information to pass onto you, our readers.

Understanding User Behavior:

Google Analytics Best PracticesThis is a key component and probably at the heart of Google Analytics. The presenter, David Underwood from TopSpot, stated that the User Behavior tab in Analytics should be checked and monitored daily. User behavior includes New vs Returning visitor reports, Frequency & Recency and Engagement in time and pages. Knowing your user and how they function on your website is crucial to knowing how to maximize AdWords campaigns and your ROI in the realm of digital marketing. This allows you to better understand your users and provides information on behavioral patterns that can help drive content on your site. If you’re investing a lot of time and energy into developing one area of your website and don’t recognize that there may or may not be people using it, you are wasting time, energy and money on developing an unused portion of your site. This can even drive some companies out of the competitive market.

Internal Site Search:

One of the most valuable tools to have on your website is an internal site search. Allowing users to search through your site by typing in what they are looking for is not only extremely user friendly and makes their life easier, but it helps provide you with valuable information regarding how users are utilizing your website. This is prized data in the Google Analytics realm. This can not only help with SEO, but can also tell you where to invest more time and money into your website, if needed, and can give you information on AdWords campaigns and how to make great bids. Knowing what users are looking for gives you an advantage and helps you spend more efficiently on campaigns; getting more bang for your buck.

Analyzing Your Link Profile:

Building links can be very beneficial to your website, however if done improperly, it can be extremely detrimental. Previous Google algorithms rewarded link building, the process of linking to other websites from your website. Once companies realized that this could improve SEO, people went ballistic and now Google is much more stringent with linking and/or back linking regarding SEO. The newest algorithms reward the quality of the links themselves and not quantity. Mr. Underwood had some horror stories describing companies that had upward of 6,000 or more links (one horrible situation had 60,000!!) on their website to other websites and the detriment it caused to their Google search rankings. It is now very important to utilize Google Analytics to analyze your link profile. This will tell you if you have too many links or very low quality links. It should also be noted that sometimes it can take years to remove bad links from a website, so you want to be choosy in the first place. You should also expect that high quality websites may charge, upward of $1000.00, to have a link on your website; you must decide if the money is worth it or not. 

Conversion Quality:

This point really resonated with me. You must really define what a conversion is and make sure that definition is clearly explained to both the sales and marketing teams. Some platforms and programs define a conversion by receiving a click on the contact us button or by receiving an email from a potential lead asking for more information; however, if the person contacting you is asking for a product or service you don’t offer, then is it really a conversion? The marketing team might think so because it popped up in their data as one, but the sales team won’t because they can’t sell what they don’t have. Example: If someone reached out to Lohre & Associates through the website, filled out a form for us to contact them, it would show up as a conversion for us; however, if they contacted us looking for a pet to adopt, we really can’t help them because we sell marketing and communications services. How is that conversion going to generate a lead? It’s not! (But, I am sure we would direct them to the nearest animal adoption agency, but that’s not what keeps us in business). So be sure to clearly define conversions and don’t always allow the data to make the final quality assessment in this category. 

Puppies and bunniesDeep Breath:

Google Analytics can be very overwhelming for individuals and companies. There is a lot of information to digest and work through, but once you get the hang of it, the benefits outweigh the anxiety. Here at Lohre & Associates it has always been a commitment, but we still learn more and more each day and love being able to share, not only our knowledge with our readers, but also our journey. We are happy to help with any questions you might have about Google Analytics and how it can benefit your company. 


If you liked this post you would like, "Review: "Designing B2B Brands" for industrial marketing communications."

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