HoseWarehouse.com and MurdockIndustrial.com sell industrial hose, tools and accessories at wholesale prices in the USA. Both are subsidiaries of Murdock Industrial based in Akron, Ohio.
We’ve grown every quarter and every year since working with Austin. His weekly campaign optimizations, ongoing data feed work, and ad tracking tech all help us continue growing.
Professionals in the hose and accessories market search for replacement parts and materials with all sorts of searches: part numbers, colloquial terminology and nicknames for types of equipment, and brand and manufacturer searches. Being found with any of these disparate types of searches is difficult in Google Shopping Ads, which only display 70 to 150 characters in product ad titles.
Tony at Murdock Industrial requested a product data feed audit and optimization from Austin and his team in 2019. After optimizing product data across Tony’s 100,000+ SKU catalog, Austin’s team began optimizing shopping ad campaigns to ensure that Murdock Industrial’s paid ads appeared on part number, colloquial, brand and other relevant searches across Google and Microsoft Ads (Bing, Yahoo, DuckDuckGo, and more).
With an optimized product data feed, item approval rates in Google and Microsoft Ads increased immediately, meaning more inventory than ever was finally eligible to show ads in Google and Microsoft. A higher percentage of approved items in Merchant Center is the single most predictable indicator of increased sales: more eligible products in ads leads to more clicks, leads to more sales — all without raising ad budgets. It’s a budget-free way to boost sales from shopping ads.
With a more advanced product data feed setup, Austin and his team increased the number of eligible (and relevant) searches that Murdock Industrial could bid on at auction in Google.
Increasing the volume of eligible searches has a direct impact on clicks, but not necessarily on sales. So to ensure that more clicks led to more sales (not just more spend), Austin adjusted campaigns weekly until Murdock Industrial’s Google Ads campaigns stopped bidding on irrelevant and non-commercial adjacent searches.
Google Shopping displays the total cost of an item to customers, meaning that shipping costs are calculated and displayed in shopping ads. Austin revised all of Murdock Industrial’s shipping policies in Google Merchant Center to avoid over-quoting the shipping rate that any USA-based customer viewed in ads. This effectively lowered the prices seen by shoppers in Murdock Industrial’s ads.
Since price is one of the biggest drivers of clicks in Shopping Ads, a lower advertised price leads to more clicks. More clicks lead to more sales, further boosting Murdock Industrial’s sales growth from paid ads.
Without sharing actual sales volumes, ROAS, or other proprietary data, we can share that Murdock Industrial’s sales were quickly pushed up, while ad costs grew at a far slower pace — meaning more profit month after month.
More importantly, Murdock Industrial’s trend of high sales growth alongside modest ad budget growth has continued for years, freeing up Tony and his team to invest in additional business objectives, continually growing the entire business’s revenue year after year.
We’ve had a great experience with Austin Becker E-Commerce Marketing. They have managed Google Ads, Google Shopping, and Bing Ads for 2 of our online businesses for over 6 months and we are very impressed so far. Austin is very responsive and quickly understood our businesses and our goals, and built campaigns to meet those goals.
Sam HuebnerParkerbaby.comWe have been advertising on Google since 2012 and as the chart indicates, we typically have a (Summer) seasonal bump in sales. Since hiring Austin and his team in 2020, the spike tells the story. I highly recommend Austin for your next digital advertising project. You can expect exceptional results and a healthy return on your investment!
Rex Bledsoeaquadesign.comI’ve had the pleasure of working with Austin, and I must say, he’s been an absolute legend! His exceptional expertise, combined with his patient and helpful approach, made navigating complex feed setup, optimisation and scripting a breeze. Austin’s attention to detail and thoroughness ensured we covered all bases and his guidance was invaluable.
Rich Fraserboxhill.co.nzWe work closely with our clients to understand their growth plans and growth limits. That allows both your team and ours to aim for ambitious goals that are feasible and within your budget.
