This automotive parts eCommerce brand specializes in a particular type of aftermarket product: electrical connectors for automobiles that are damaged in auto accidents. This is no typical aftermarket DTC play. Their main audience consists of repair shops, technicians, and B2B buyers. Their custom WooCommerce store had well over 100,000 SKUs, a massive catalog to manage. They came to us with unclear tracking, a messy product feed and saw their revenue plateauing. And we saw plenty of opportunities.
We developed a plan to cleanup their GA4 tracking and created reporting dashboards without the vanity metrics (revenue, ROAS, MER, gross profit). We overhauled their large catalog product feed and introduced segmentation, as well as adding MPNs and brand names to titles, and excluding poor-performing SKUs. We implemented a new Performance Max structure with performance segmentation. We did a search campaign restructuring with branded vs. non-branded and negative keywords. Lastly, we expanded their Microsoft Ads.
In the first year, overall revenue increased 22%. But revenue doesn’t matter if you don’t factor in the cost of ads. We helped bring in a profit after the cost of ads of $530,000 compared to the
“Our ROAS and Revenue are improving and we don't have wasted spend on ads that don't have a return.”