Direct Online Marketing

Industry West, an online retailer of modern furniture designs for individual and commercial clients, struggled to see a return on investment from their search engine marketing efforts, which they primarily handled internally for six months. Being an online e-commerce company in a highly competitive industry, Industry West needed to see a strong return on its marketing dollars.

With search engine marketing vital to growing its business, Industry West turned to DOM.

DOM developed a two-stepped approach to reach Industry West's campaign goals of increasing the return on its ad spend and driving new traffic to its website. We first leveraged historical performance data to completely rebuild its Google AdWords search campaigns, optimizing each tactic to reach both potential commercial and residential clients. We next implemented a multi-pronged strategy to create more touch points along the customer journey, from discovery to purchase.

With PPC search campaigns revamped, DOM created a full suite of offerings to help break through the clutter. Within Google, DOM added shopping ads, display campaigns, retargeting, to the account, while optimizing all efforts daily to drive traffic to the website and increase Industry West's e-commerce sales.

DOM rounded out Industry West's digital advertising efforts by engaging other platforms like Bing Ads and SteelHouse for search, shopping, and retargeting.

As a result of DOM's efforts, Industry West quickly saw positive results with a 316% increase in the number of conversions relative to the prior ad spend amount. The campaign also improved other conversion rate metrics, with a 54% increase in conversions and a 77% decrease in the cost-per-conversion.

Due to continued campaign success, Industry West invested a portion of its increased sales back into digital advertising. To date, the slowest revenue months now drive income 2.5x higher than any previous campaign performance year-over-year.

By the numbers:

• 1219% increase in web revenue
• 316% increase in conversions
• 77% decrease in cost per conversion
• 54% increase in average order value

Exceptional content is a foundational building block for any SEO campaign. Corporate Visions was not getting the results it needed from organic search, even with its massive content library. Before 2016, the company attempted to manage SEO in-house, and soon realized the many challenges with increasing traffic from search engines.

When Corporate Visions realized it didn’t possess the capacity to tackle SEO on its own, the business sought to partner with an agency that was able to:

• Drive organic traffic to the site
• Assist with SEO site migration strategies and redesign efforts
• Generate sales-qualified leads from search
• Demonstrate results with full transparency

We started by analyzing Corporate Visions’ current and historical search performance, competitor research, and an examination of industry trends. We then created a custom-tailored strategy to outline the best course of action and what DOM would deliver throughout the campaign.

Our results were made possible by focusing on three key components - SEO Migration Services, Historical SEO, and Conversion Rate Optimization - in addition to the core SEO services all of our clients receive.

Many agencies can generate traffic, but our team drove traffic to Corporate Visions’ website resulting in highly qualified prospects. The total number of leads from SEO increased by 37%. Of those, at least 25% were sales-qualified leads, turning organic search into its top-performing digital channel.

By partnering with DOM, SEO became a critical driver of success; organic search became the single most impactful digital channel for the company. In the first six months of 2018, Corporate Visions had the highest number of leads in the history of the company — a nine-million-dollar increase in their pipeline.