Helping an electrical wholesaler drive revenue growth after reaching a maturity point
Alert Electrical are an established electrical wholesaler with branches across the Midlands. As well as having a trade counter presence, they had a website which was producing significant revenue already.
They reached out to us after speaking to one of our other clients with the goal of establishing new growth across their PPC campaigns and the SEO side of their website after the monthly revenue figures had become a bit stagnant.
- Audit their existing PPC setup
- Create a new PPC strategy to deliver new revenue growth
- Establish an SEO strategy and generate revenue growth from this channel
Using artificial intelligence to enhance decision making with Google Ads
One of the biggest challenges with an ecommerce account housing thousands of SKUs is the wasted spend that occurs within an account. The usual method of a PPC executive minimising wasted spend is to use negative keywords, but this becomes tricky with a seed list of over 7k products. To give context, Alert Electrical has around 120k search terms that are used to trigger their ads each month.
To enable our team to make decisions at scale, we built an integration between Google Sheets and the GPT API, allowing us to use artificial intelligence to categorise each search term as either product, product category, transactional, informational or irrelevant. We could then filter the search terms down to each of these categories and quickly check for accuracy.
This then allowed us to adapt our bidding to eliminate irrelevant keywords and to exclude informational search queries, with a view to rolling out more information based campaigns in future.
This delivered a huge uplift in revenue from Google Shopping and allows us to operate more efficiently on the client’s behalf.
Doing the fundamentals well, at scale
Alert Electrical stock over 10,000 products, presenting a challenge when it comes to optimising them for search. We needed to create a method to highlight the biggest opportunities so that we could focus on them, with a view to bringing in big data tooling such as BigQuery, Python scripting and Machine Learning further down the line (after we’d created some initial momentum).
We have been lucky enough to have a good communication channel with Alert’s website manager, who has a deep level of product knowledge and knowledge of the profitability of different items — allowing us to make recommendations based purely on search data, and then be steered based on which items are the most profitable for them.
- Split their Google Shopping campaign into smaller campaigns, to allow more control over bidding
- Run experiments in Google Shopping to find the most effective bidding strategies and campaign types
- Highlight SEO keyword opportunities that they rank between 4-20 for and optimise those pages (our low hanging fruit keyword process)
- Eliminate wasted ad spend using keyword negatives
20% more revenue within 3 months, within the same budget
Our splitting of the main Google Shopping campaign into smaller, category based campaigns delivered huge results, seeing return on ad spend (ROAS) go through the roof.
This, running alongside an SEO strategy to improve the positioning of key products and categories, led to an outstanding result of 20% revenue growth within 3 months without spending more on ads. We also have the scope for much more growth over the next 12 months, we can’t wait to see how far we can take it!
+3k Keywords ranking
+110 Keywords in positions 1-3
+400 Keywords in positions 1-10
We’re delighted with Imaginaire. We chose to switch over because we’d outgrown our previous agency and, thankfully, that’s turned out to be a great decision. Imaginaire offer a great level of customer care and give us great ideas, but most importantly, they drive the result and work to a plan.