BM Consulting developed a cost-efficient approach to maximize sales and brought down the cost/conversion by a healthy margin as compared to the client’s performance in 2019.
Our efforts resulted in
– bringing down the cost/conversion rate by 7.24%
– increase in conversion rate by 5.65%.
About Shed Defender
Shed Defender is a global brand for dog onesies in the USA, Canada and other parts of the world. Their mission is to keep creating products that promote a happy and healthy lifestyle for dogs and strengthen the bond between people and their pets.
Shed Defender always believes in making a difference, which is why their dog onesies are stitched from a fabric that is made from recycled plastic water bottles. This eco-friendly fabric is breathable, durable and stretchy which helps to keep the dog comfortable at all times.
Shed Defender products have helped to reduce dog anxiety and even helped with different medical issues so much so that they have proven to be an ideal alternative to the medical cone. Shed Defender products enable the owners to spend quality time with their dogs and form an everlasting connection with them.
Why did they choose us?
In the initial years, Shed Defender was the only brand that sold dog onesies in the American market. However, as the product gained popularity among the masses, many other competitors emerged which led to a negative effect on their sales. Shed Defender’s on-page ad position began decreasing and higher competition for search terms led to an increased expense against a poor return on investment.
With the help of systematically designed campaigns that targeted specific keywords and products, BM Consulting was able to increase the client’s brand awareness and click-through rate along with a decrease in the CPC.
We started working with Shed Defender from the month of April 2020. The dotted lines represent the time frame from April to August for the year 2020 while the bold lines represent the same time frame for the year 2019.
A Streamlined Approach added More Sales at Fewer Costs!
We rebuilt the client’s AdWords account from the ground up, splitting it into meaningful campaigns that targeted specific demographics and interests (excluding non-performing locations, focusing more on location which is more likely to provide better ROI). As a result, Ad engagement began increasing which lowered the cost-per-click for the client’s Ads.
An in-depth product analysis helped us to target locations and products that gave better ROI in order to maximize sales. This approach not only ensured a rise in sales but also reduced unwanted spending on standard shopping campaigns.
A “Tried and Tested” Approach increased reach and helped in driving product sales!
Shed Defender had its own brand campaign from the beginning, but BM Consulting understood the need to refine it and improve its conversion rate. In order to reduce unnecessary spending, we revised our strategies to focus on areas that required greater attention to bring in sales at reduced spend. Daily segregation of negative keywords also assisted in reducing the unnecessary spend.
Relevant Ads Increased The Click-Through Rate
We created non-brand search campaigns with maximum conversion bidding at a low budget that targeted only 6 locations to reduce the competition. A responsive search ad within this non-brand campaign helped us give better ad impressions as we focused on all keywords in the 10 headings which are likely to perform well. By making the Ads relate more to specific keywords and only a few locations targeted, the click-through rate started improving immediately.
As seen in the above graph, the cost/conversion rate decreased from April 2020 to August 2020 as compared to the same time frame in the previous year.
BM Consulting Gets Results
It is to be noted that our digital marketing experts were able to accomplish this type of success by being dedicated to Shed Defender long enough to continuously monitor and test their digital marketing campaigns and strategies. BM Consulting breathed new life into the search engine optimization and digital marketing areas of Shed Defender in a very short time frame. Our expert team of digital marketing experts helps big as well as small companies to boost their sales and connect them with their ideal customers.