B2B eCommerce digital marketing strategy case study

How we implemented Google Analytics 4 and increased sales by 20% for a B2B eCommerce advertising on Google Ads.

ABOUT THE CLIENT

Equipvan is a leading provider of fitting solutions for utility vehicles. Their racking solutions are compatible with commercial vehicles in Europe and globally. With a focus on customer satisfaction, Equipvan has established strong partnerships with resellers and operates through Woocommerce and WordPress platforms, catering exclusively to B2B customers in France.

CHALLENGE

The client faced the challenge of migrating from Universal Analytics to Google Analytics 4 while ensuring seamless e-commerce tracking and lead form tracking. Additionally, they required ongoing management of Google Performance Max and search campaigns to drive optimal results.

SOLUTION

To address these challenges, we implemented Google Tag Manager for efficient deployment of Google Analytics tags, variables, and custom implementations. This allowed for comprehensive tracking of key actions such as purchases, form submissions, click-to-call, and add-to-carts. Performance max campaigns were strategically segmented based on product categories and price range to maximize sales on high-profit items and generate increased website inquiries.

RESULTS

Thanks to the campaign segmentation and optimizations, their YoY revenue increased by 20%, with a 48% increase in form submissions, ultimately resulting in a significant boost of 23% in offline sales. By successfully implementing Google Analytics 4, the client now has accurate data collection to support data-driven decision-making and increase their digital marketing strategy efficiency.

SERVICES

PPC MANAGEMENT: Search, Performance Max, Retargeting.
WEB ANALYTICS: Google Analytics 4, Google Tag Manager, Google Data Studio dashboard.

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Automotive eCommerce Case Study

How we increased revenue by 174% and ROAS by 29% in 8 months vs. the previous year

ABOUT THE CLIENT

DipYourCar is a US Shopify Plus eCommerce leader in the auto paint industry, focusing on creating and reselling a wide range of high-quality products to dip cars, wheels, and car parts at an affordable price. The DIY dipper community is the primary target audience.

CHALLENGE

The client aimed at maximizing its brand awareness activities made through other channels (organic and paid social, email marketing, and more), increasing traffic volume, conversions, and revenue.
Considering the wideness of its catalog, including products different in price, category, and experience of the users (pro vs. beginners), the main challenge was to ensure that each product was properly promoted, avoiding top-performing products cannibalizing the other ones.

In particular, this risk of cannibalization was possible due to the following:
Users’ interest, focused mainly on top products, potentially not completely conscious of the rest of the catalog;
Automatic delivery of the PPC platforms, which may promote the product bringing the highest results at the lowest cost, but often ignoring products with good potential.

SOLUTION

To ensure each item was correctly delivered to the more appropriate user, we worked on a dynamic product categorization of the campaigns based on performance; we guided Google Ads machines to split the catalog into several campaigns with specific and unique business goals.

This custom segmentation was possible thanks to our integration of Data Feed Watch and Product Hero: two tools that lets us dynamically add each product to the more appropriate campaign, avoiding cannibalization among products and promoting them in the most suitable funnel step.

This tailor-made strategy on shopping placements supported the segmentation previously made in the search campaigns based on the users’ search intent (since the business manufactures its own products, but it’s also a dealer of other brands).

RESULTS

Thanks to the dedicated search campaigns, and the dynamic structure implemented in the shopping area, in the first 8 months of our management (vs the previous year), we:
• increased PPC channels’ 7-figures revenue by 174%
• increase PPC ROAS by 29%

SERVICES

PPC MANAGEMENT: Search Ads, Shopping Ads and Performance Max Ads, Display Ads, Video Ads, Microsoft Ads, Feed Management

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