WebCitz started working with this client in 2017
- Client: Fridgedoor
- Platform: Other
- Industry: Retail / E-Commerce
- Services: Digital Marketing, Maintenance / Support
The Challenge
For an e-commerce site with a massive catalog of products – ranging from inexpensive stock magnets to high-margin custom bulk orders – marketing can quickly become inefficient. In 2017, Fridgedoor faced several common e-commerce hurdles:
- Wasted Ad Spend: Their Google Ads account was suffering from “budget bleed,” where high-volume, low-intent keywords were eating up the daily budget without converting into high-value sales.
- Margin Blindness: The existing campaigns weren’t prioritizing products with better profit margins; a $1 magnet was receiving as much “ad weight” as a $500 custom order.
- Search Intent Mismatch: Attracting “looky-loos” interested in fridge decor rather than corporate buyers looking for custom promotional solutions.
The WebCitz Solution
We implemented a “Profit-First” marketing strategy that aligned their ad spend with their actual business goals:
- Google Ads “Surgical” Audit: We performed a deep dive into their historical data to identify which keywords were underperforming. We implemented an aggressive negative keyword list to filter out low-value traffic and repurposed those funds into high-intent search terms.
- Margin-Based Campaign Restructuring: We reorganized their account to prioritize products with the highest profit margins. By shifting the weight of the budget toward custom promotional magnets and bulk orders, we ensured that the resulting sales had a much greater impact on the company’s net profit.
- SEO & Paid Search Alignment: We worked on ensuring that their organic search efforts complemented their paid ads. We optimized landing pages for high-margin categories, improving the “Quality Score” in Google Ads, which lowered their cost-per-click (CPC) and increased their ad rank.
- Qualified Lead Generation: Instead of just chasing “clicks,” we focused on “conversions.” We optimized the user journey from the ad to the product page, making it easier for B2B buyers to request quotes for custom work – the highest-value segment of Fridgedoor’s business.
- Data-Driven Reporting: We provided clear insights into where the ad spend was going, demonstrating the shift from “vanity metrics” (like total impressions) to “value metrics” (like Return on Ad Spend – ROAS).
The Result
Our work in 2017 provided Fridgedoor with a much leaner and more effective marketing engine. By cutting out the “noise” and focusing on high-margin product categories, we helped them maximize their digital reach without increasing their overall budget. It remains a prime example of how WebCitz uses data to turn a standard e-commerce store into a highly efficient sales machine.
