PPC Case Study

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Summary: Triangle Direct Media (TDM) worked with the client to set goals and map out strategies that would result in a consistent return on ad spend (ROAS) of at least 10 (spend $1 to make $10). TDM implemented tactics that not only achieved the targeted ROAS, but also increased the client’s profits and pipeline for longterm success. The client had worked with digital agencies in the past, but had not seen a return on their advertising investment until partnering with TDM.

In 1972, with only $2,000 in his personal savings, Bill Parks started Northwest River Supplies with one mission: to help others raft. 42 years later, Bill sold NRS to its employees. Today, the 100% employee-owned business strives to continue Bill’s legacy helping people pursue passions on the water.

First 30 days on board with Triangle Direct Media

NRS is an established dealer of outdoor equipment focusing on kayak gear, life jackets, rafts and more. Starting a PPC campaign involves analyzing the performance of previous years to formulate comparisons as to how we can improve ROI. In this case, the client was not running any ads the previous year, so we were starting from scratch.

We established revenue and incredible results right off the bat due to:

Because they are a well-known name in this industry, their branded campaign had a lot of conversions. Especially from the phrase match of their name, which picked up a lot of other relevant traffic for people searching for specific categories of equipment.
We added a new shopping campaign that was very profitable immediately. We continued to optimize and improve these results over time. Seeing success at the beginning of a shopping campaign is a great sign of things to come.
Updated site-links, callouts, structured snippets, call extensions, and ad copy.
Added new, customized audience lists to remarket our ads, this includes users that have been to the cart and checkout page but did not convert.

First 90 Days with TDM

The client was already extremely pleased with the results by the end of May.

At this point, TDM had enough data to make informed bid changes for paid search and shopping campaigns that had major impacts on revenue and performance moving forward and on the current results from earlier changes.

Our PPC Campaign team now had enough data to make the following changes:

Device bid modifications
Ad schedule changes
Audience bid modifier changes
Demographic bid changes
Shopping product bid changes

The ramifications of the changes had major effects on the overall ROAS (return on ad spend) for the account. We were just getting into their prime sales season, the summer and the client were already extremely pleased with the results by the end of May.

Year to date(March 1 to present)

Their goal coming into this relationship was to establish a consistent return on ad spend of at least 10 (spend $1 to make $10).

September and October are normally pretty slow for this client, but November is always a big success due to the build-up of numerous sales starting off the holiday season like Black Friday and Cyber Monday. You can see the big jump once we got in the 2nd week of November, the revenue figures were very impressive. Having a dedicated PPC Account Manager monitoring their account allowed us to add numerous promotions and update existing ads to continually improve their performance during the Holiday sales season.

Fill out the short form below or phone: 919.228.2475 to speak with an account representative today!