The biggest problems with their digital advertising campaigns were:
- Reducing cost for branded PPC traffic
- Testing to see where ad spend should be allocated outside of brand terms
Charnstrom was having to outbid partners for their brand terms and they were getting into something of a bidding war for their products. Ultimately a Charnstrom product was being sold either way, but the feeling was that competition should take place to keep revenue on-site if possible.
Creating PPC campaigns around specific product offerings like mail bags or mail carts was not cost-effective, and finding keywords that consistently generated conversions was incredibly difficult.
The client approached us and said, “We want to spend more money, what should we do?” We were ready to find answers.