ErgoYou

+13% increase in Return on Ad Spend

Quest Digital Services Used

Pay-Per-Click Marketing

ErgoYou Online has been dedicated to providing ergonomic office solutions for two decades. Their clientele includes esteemed corporations such as Mercedes Benz, Deutsche Bank, Google, IBM, Infosys, HDFC Bank and many others. They dedicated significant time and resources towards building their brand, but required assistance in making their PPC advertising lucrative. In 2017, Adventure Media was brought on board to aid in expanding their digital advertising efforts.

PPC Results

+34%

Increase in click-through rate

+13%

Increase in Return on Ad Spend

+46%

Increase In Impression Share

25%

Increase In Conversions

The Execution

Challenges

1. Competition

The sit-to-stand desk market is highly competitive, and this was exacerbated when ErgoYou's main rival became increasingly competitive. They not only dominated Google searches for sit-to-stand desks, but also for specific ErgoYou's terms. This presented a significant challenge, as purchasing a sit-to-stand desk is not an impulsive decision. Our data showed that on average, it took 12 days for a user to convert into a customer after clicking on our ad. Furthermore, users were conducting multiple Google searches during their research phase. Despite our efforts to drive traffic, we were losing potential customers in the later stages of the buying process. This was especially true when users were specifically searching for ErgoYou. If our competitors continued to dominate the search results for our branded terms, we risked losing ad clicks from users who were ready to purchase from us but ultimately chose our competition instead.

In order to secure the loyalty of our invested customers, it was imperative that we retaliate and establish dominance over branded searches. This was the key to guaranteeing their return and ultimate conversion on our website.

To effectively connect with our customers and guide them through the buying process, it is crucial to comprehend their perspectives and obstacles.

2. Understanding the customer

To fully connect with our customers and support them throughout their purchasing process, it is crucial to comprehend their mindset and the obstacles they face. We have identified two distinct groups of visitors on our site. The first comprises of individuals who may require some convincing when it comes to sit-to-stand desks. These individuals are particularly interested in the enhanced benefits that such desks provide, as compared to traditional ones. The next target group consists of those who are already acquainted with sit-to-stand desks. It is vital to persuade these individuals of the superior qualities of VersaDesk compared to other options on the market.

Targeting the second audience with ad copy extolling the benefits of sit-to-stand desks would be both wasteful and irrelevant. As they are already aware of these benefits, our focus needs to shift towards highlighting what sets us apart from other providers of such desks. Our initial segmentation of buyer personas was a crucial step in boosting engagement and gaining a competitive edge.

The Results

1. Increasing impression share

Initially, we made the decision to become highly assertive and increase our visibility in searches for VersaDesk. While this approach may lead to higher costs in the immediate future, it was crucial for us to establish credibility with Google's algorithms and ultimately secure long-term profitability.

2. Remarketing

In any PPC strategy, remarketing is crucial, particularly when there is a significant time gap before a purchase is made. To effectively target our audience, we tailored our remarketing efforts based on their individual buyer personas. After carefully analyzing the search term report, we were able to classify users as either TOF (top of the funnel) or BOF (bottom of the funnel), depending on who is nearing a purchase, and deciding between suppliers.

Afterwards, specialized ads and landing pages were developed to specifically target and address the concerns of different audiences, ultimately motivating them towards becoming ErgoYou customers. The utilization of YouTube remarketing played a crucial role in distinguishing ourselves from other competitors.

Through this approach, we successfully connected with potential customers on a more personal level, providing tailored information that catered to their specific needs and ultimately motivating them to choose ErgoYou.

Putting It All Together

By leveraging our expertise to optimize ErgoYou's branded searches, we not only increased their impression share for branded terms by 46%, but also saw a boost in conversions by 25% and a 13% growth in Return on Ad Spend year over year. This was made possible through our enhanced understanding of their audiences and buyer’s journey.