CLIENT

Ben’s Cycle
benscycle.com

SERVICES

+ Shopping
+ Search Advertising

SUMMARY

Return On Investment Increased 300%, Sales Reaching All-Time Highs

Background

 

Founded in 1928 by Ben Hanoski, Ben’s Cycle started as a family operated brick-and-mortar bike shop in a Milwaukee neighborhood. The entire staff still works out of the original building on Historic Mitchell Street, priding themselves on excellent customer service, the best bike repair techs in the Midwest and a guarantee to have what you need in stock. With twenty employees, over 10,000 products and a brand new, mobile-optimized website launched in 2013, Ben’s Cycle isn’t looking to slow down anytime soon.

Executive Summary

 
In just three months, Iterate overhauled Ben’s Cycle’s Product Feed and introduced Search campaigns to the tune of a 300% increase in Return On Investment (ROI) and a 21% increase in their Average Order Value (AOV).

 

Problem and Challenges

 
Ben’s Cycle had seen some success with PLA campaigns from previous PPC companies but their overall ROI from paid search had been trending downward for months, despite attempts to ramp up volume, and their Average Order Value was at an all-time low. They tasked Iterate with improving both metrics and tackling their biggest hurdle yet: migrate their massive online store from traditional Product Listing Ads (PLAs) to Google Shopping.

Benefits Gained

 
The transition and re-structuring of the PLA campaigns to Google Shopping proved to be immensely beneficial. The ROI for Shopping rose from 468% to 738% in its first month, and continues to increase, trending closer to the 800% mark each month. The average order value increased 21% with the transition and optimization, from $113.42 per order with traditional PLAs to $142.14 with the newly launched Google Shopping campaigns. Total revenue numbers have never been higher, growing 15% month-over-month, and climbing at just the right time with the nation’s biggest shopping season just weeks away.

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