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Groove Commerce
Our team had a goal for a client to increase conversions through paid search while maintaining a modest budget, leading to a 185% revenue increase.

Strobels Supply Inc. is an Industrial Supply Distribution and Liquid Paint Application company that was established in 1940 as a family-run business. Strobels partnered with Groove Commerce originally for a website redesign and later transitioned into paid media management. Our goal was to find solutions to increase revenue with a modest Google ads paid media budget.

The Challenge

Before increasing their paid media budget, Strobels Supply generated a conversion rate of 1.02% with an average CPC of $0.29. The team at Groove Commerce was determined to not only increase the conversion rate by increasing the budget, but also maintain a low CPC for efficient results. Along with increasing the budget, the team closely monitored and made changes to Strobels' paid media strategy.

The Solution

The team at Groove Commerce came up with a plan to increase Strobels' paid media budget by 60%. This would allow them to not only reach a larger audience, but to learn more information on their audience’s location, interests, etc. To do this, Groove Commerce tested specific targeting options and narrowed down who is a potential customer that finds value in the company’s brand. Although increasing their budget was the main driver to improving these metrics, the team incorporated technical tactics that would create efficiency for the budget increase. 

Throughout the year, Groove Commerce optimized and monitored the ads and how they performed by adjusting bids, keywords, and how the budget was allocated. 

In the same month of the budget increase, the team adjusted bids based on target states and audience interests.  For example, our team increased bids on the “Business & Industrial Products” interest group and decreased the “Home & Garden - Do it Yourselfers” interest group. 

The team also utilized Optmyzr, a tool used for maximizing the value of a company’s budget for PPC ads, to generate recommendations for keyword opportunities and add relevant terms and negative keywords. For example, Groove Commerce adjusted an ad keyword type from  “3m command hook” to a broadened tape-adhesive ad group. After these changes, Strobels' Google Ads Optimization Score jumped from 80% to 85%. 

We also found that campaigns were underspending. As a result, our team made adjustments to broaden the audience in order to get more traffic through these ads. To do this, Groove Commerce added a new dynamic ad group to the “Top Products” campaign that included dynamic ad targets for all product categories. We also reallocated portions of the budget from a shopping campaign to two search campaigns to improve performances and spend the allotted budget. These adjustments also made budget spending more effective, causing a significant increase in revenue YoY. 

 

Strobels Supply's Google Ads Revenue Increase YoY

 

The Results

Prior to working with Groove, Strobels Supply generated a 1.02% conversion rate and a CPC of $0.29. By increasing their Google Ads spend by 60%, we produced a:

  • 89% increase in conversion rate YoY
  • 17% increase in ROI YoY (from 792% May 2021 to 1017% in May 2022)
  • CPC under $1 at $0.59 YoY
  • 185% increase in revenue Yoy

Strobels Supply's Google Ads Conversion Rate Increase YoY

Conclusion

If you would like more information on how to improve your paid media campaign performance through an optimized eCommerce PPC strategy, reach out to the team at Groove Commerce using the form below.

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