Based just outside of Atlanta, The Pet Store Online is an online retailer of dog and cat supplies. As a leader in the industry, they specialize in top-quality name brand products such as PetSafe, Innotek and Petmate at affordable prices.
After many years being a leader, more competition started to crowd the space, driving CPCs up and revenue down. The former PPC manager, in attempt to save what they could, paused several campaigns, bid down and decreased budgets across the board, resulting in even worse performance.
With increased competition, bidding down or decreasing budgets generally puts ads below others and potential customers. And if they do find you, they are most likely price shopping after visiting other websites first. Our approach was to focus on the top 20% of keywords that had produced the most conversions in the past 12 months. These keywords were separated to allow for growth with the budget. Ad copy was updated/refreshed and all ad extensions where utilized. This included adding value proposition messages like free shipping, easy returns, etc. In addition, we enhanced the Google Shopping Feed and based on external factors prioritized products to show. For example, during hunting season, training collars for hunting dogs were prioritized.