Case Study: JB Cookie Cutters
Type of Site:
JBCookieCutters.com is an eCommerce website offering professional quality custom cookie cutters, stencils, and silicone baking molds.
JBCookieCutters.com came to 180fusion for help in improving the efficiency and profitability of their AdWords and BingAds campaigns. Despite having a passionate online fan following and strong sales from returning customers, they were having difficulty selling their products profitably to new customers finding them through Paid Search, with monthly spending in AdWords actually exceeding revenue generated by over 50%! In order to fix this issue, they partnered with 180fusion to restructure and rebuild their account and turn things around.
The 180fusion PPC team immediately got to work in rebuilding the AdWords account from scratch. First, old Search campaigns with broad match Keywords and generic Ad Groups were paused and replaced to new targeted Search campaigns with specific Keywords, Ad Groups, and Ads that were focused narrowly on top performing product lines only. Next, comprehensive Google Shopping, Branded, and Remarketing campaign types were added and improved in order to capitalize on high-value opportunities they had previously been missing out on. Finally, once these proved a significant improvement over the original account build, the changes were replicated across the BingAds network to gain additional reach with their advertising.
The rebuilding process produced immediate results, with conversions nearly doubling (despite a significant decrease to spend) and Cost-per-Conversion being reduced by nearly 40% in the first month alone:
In the first 5 months of management, the following improvements were made to account performance:
- Total Conversions – Increased by 729%!
- Cost-per-Click – Decreased by 36%!
- Total Revenue – Increased by 561%!
- Cost-per-Conversion – Decreased by 80%!
You’re doing awesome… our sales have increased and a lot of it has to do with 180fusion! We definitely appreciate it. We definitely want you to spend more if you can, as long as the Conversion costs keep within our goals. We’re very pleased with 180fusion’s services.
– John Wardle, Owner, JBCookieCutters.com