WebCitz started working with this client in 2021
- Client: Jake Sales
- Platform: Other
- Industry: Retail / E-Commerce
- Services: Digital Marketing, Maintenance / Support
The Challenge
In the competitive hardware space, margins can be thin, and CPC (Cost-Per-Click) can quickly eat into profits if not managed carefully. Jake Sales faced several advertising inefficiencies:
- Wasted Budget: They were bidding on broad, generic terms that attracted “window shoppers” rather than buyers looking for specific gate hardware or industrial fasteners.
- Poor Landing Page Alignment: Paid traffic was often directed to generic category pages, forcing the customer to search a second time to find the item they actually clicked on.
- Content Gaps: Product pages lacked the technical depth (measurements, material specs, installation tips) needed to give customers the confidence to click “Add to Cart” immediately.
The WebCitz Solution
We implemented a “Precision & Profit” strategy that focused on trimming the fat and enhancing the user experience:
- Budget Scrubbing & Negative Keywords: We performed a deep audit of their search terms across Google and Bing. We identified and excluded hundreds of irrelevant keywords, ensuring the ad spend was focused exclusively on high-intent shoppers searching for specific hardware solutions.
- Granular Ad Mapping: We rerouted paid traffic. Instead of sending users to a broad “Gate Latches” category, we directed them to specific product pages or highly curated sub-categories that matched their exact search query.
- On-Page Content Enhancement: We helped build out more helpful, technical content on their high-traffic pages. By adding detailed specifications and clearer product descriptions, we reduced the “bounce rate” and increased the conversion rate for paid visitors.
- Multi-Channel Search Strategy: We managed both Google Ads and Bing Ads simultaneously, ensuring a unified brand message and optimizing the budget between the two platforms based on which one delivered a higher ROAS at any given time.
- Shopping Feed Optimization: We worked to ensure their product feeds were clean and optimized, allowing their items to show up more accurately in Google Shopping carousels for specific technical hardware terms.
The Result
By the end of 2021, Jake Sales saw a improvement in their advertising efficiency. Our work turned their paid search from a “cost center” into a “profit engine.” By cleaning up wasted spend and improving the quality of the destination pages, we achieved a higher ROAS, allowing the client to scale their successful campaigns while maintaining healthy margins.
