Ecommerce growth through digital advertising for a B2B specialised building products retailer.
Twistfix is a UK-based supplier of specialised structural repair materials and tools to the construction and refurbishment industries.
The retailer has seen growth over the past few years online across their specialist range that has been the focus of their online strategy for their Google Ads and Microsoft Ads campaigns.
The main objective for the campaigns was to increase revenue for the online store. This was supported by a target of 500% return on ad spend.
Due to the success they’d seen on the structural repair supplies, this was also a key focus. To ensure profitability, we ran campaigns focused on this successful range instead of creating ads for raw materials.
Another key focus of the campaign was to make sure there was no B2B and B2C conflict. We ensured the campaigns drove traffic from small and medium size contractors, and not competent DIYers.
We completely overhauled the existing campaigns and rebuilt the account from the ground up, focusing on the most profitable product categories.
We primarily focused on search and shopping campaigns across Google and Bing, refining keywords over time. This included negative keyword research, to minimise the risk of irrelevant and poor performing traffic, specifically excluding searches that suggested a B2C intent.
The Shopping campaigns were refined with a product performance structure, prioritising best sellers with more budget and as a result, maximising revenue.
We also updated all ad copy to resonate with a B2B audience, their most important market. This then attracted a high proportion of traffic from their ideal customers.
The campaigns have continued to see success since the account overhaul by our PPC experts: