How we increased Univar’s Google Ads revenue by 293%
Our overhaul of their Google Ads campaign resulted in a dramatic boost in profits for Univar Speciality Consumables.
Here’s how we did it.
Distributing high-quality industrial consumables from world-renowned brands, Univar Speciality Consumables’ portfolio spans almost every industry – from automotive, to painting and decorating.
Beginning its journey in 1880, Univar Speciality Consumables are exclusive distributors of Molykote™, and channel partners for DOW® and 3M™. Ensuring the company leads the way when it comes to new technologies and trends, Univar Speciality Consumables is serious about safety and aims to deliver on its promises. Selling adhesives, PPE, paintbrushes, silicone sealants and 3M™ structural sealants, the company also supplies a range of tapes and tools online.
Having struggled to generate a profitable return on their Google Search and Shopping advertising campaigns, Univar sought help from Digital Gearbox to help turn things around. As experts in not only driving sales, we were also tasked with helping drive product awareness as well as harnessing the power of Adwords to increase the daily number of website visitors.
With experience working with similar accounts we knew we needed to remove the dead material that was bogging the account down and thus negatively affecting ROI. Knowing also that the account had some decent (albeit expensive) material, we set out to reduce costs by improving quality scores.
A thorough auditing process allowed us to quickly identify and cull poor performing material. Following this we restructured the campaigns, segmenting by intent to better appeal to potential customers in the various stages of the buying process. Keywords were reorganised with phrase and exact match replacing keywords known to generate broader search terms. New ads were then created to better match keywords and Univar’s product landing pages.
Next we completely overhauled Univar’s Google Shopping campaigns. Initially just a single campaign with no segmentation, we split the campaign into adgroups by brand. This new granular view allowed us to better optimise based on the product’s profit margins.
Finally to increase traffic we increased the bids of top performing campaigns where we knew the products had the margin to afford us to do so. We also introduced Display advertising designed to reach new audiences within the industries Univar supply, and also through utilising Remarketing Lists to keep in front of those audiences long after their first visit to the site.
While initial results were slow to come by due to the extensive rebuild, an intense period of optimisation has seen our efforts pay off nicely, with eCommerce sales on the rise, and PPC activity now positive in terms of ROI.
In the first six months alone, our stats via Analytics showed that sales generated from Univar’s Google ads were up by 172%, with revenue up by 293%. This was achieved whilst also substantially increasing the volume of traffic going to the site, with clicks increasing by 121%.
Recent conversions have revealed that our efforts have helped Univar Speciality Consumables progress a year ahead of its five-year plan in terms of eCommerce targets. As such, they are now looking to recruit an apprentice to help manage increasing workload with the website.
At this early stage in our collaboration with Univar Speciality Consumables, these stats show how we are able to turn a struggling account around into a profitable one with a bit of dedication, experience and elbow grease!
Of course, we couldn’t have achieve these results without regular communication with the client to ensure we were focusing on the right products, and utilising the best pages on their website to drive those conversions. Our activity continues to evolve as their objectives and priorities change, and as an agile agency we are always on hand to work with them to ensure their continued PPC success.
What Univar had to say...
“I cannot speak highly enough of the team at Digital Gearbox.
They have accelerated our Google Ads campaigns in the space of a few months.
Communication is excellent, and we can always rely on a quick response to any questions that we may have…
…would highly recommend them.”
Steven Davidson, Marketing Manager – Univar Speciality Consumables