Case Study - Snow Joe - OpenMoves - Digital Marketing Agency NY

CLIENT SNOW JOE + SUN JOE

How Snow Joe Doubled Year over Year Revenue with eCommerce PPC

OVERVIEW

Snow Joe is an extremely successful wholesale manufacturer of eco-friendly lawn and garden equipment, including snow blowers, lawn mowers, pressure washers and many other tools used for home and garden projects. OpenMoves has worked with Snow Joe’s D2C division since 2014 across multiple channels including SEO, email marketing, Google Ads, Bing Ads, and Facebook Ads. During that period, we saw Snow Joe’s online sales grow by leaps and bounds every year as Snow Joe grew from an early-stage business to a major brand.

2x

Website Revenue

200%

Return on Ad Spend

3x

Scaling Search Budget

5x

Growth Email Marketing Revenue

CLIENT TESTIMONIAL

We’ve really appreciated the partnership with OpenMoves. They are a great team of digital professionals that played an important role in creating growth for the Snow Joe business online. They are always responsive, professional, bottom-line oriented and overall a great firm to work with.
Lauren Sahalon, Snow Joe’s VP of Special Projects + Lead Recruiter

THE CHALLENGE

At the beginning of 2018, the Snow Joe team proposed an ambitious goal to OpenMoves: doubling overall website revenue compared to the past year. The team worked to assemble a comprehensive digital strategy which focused on PPC, but included elements of conversion rate optimization, SEO strategy, and overall ecommerce strategy.

Secondarily we were faced with other challenges including a very seasonal product line, low visibility on Google Shopping and poor historic performance on social media.

Primary Goals

Doubling overall website revenue compared to the past year.

Develop a strategy and implement Google Smart Shopping

Reimagine the PPC strategy and include a total Facebook overhaul

Optimize for on and off seasons

OPENMOVES ANALYST

Like many ecommerce projects, attribution and cross-channel sales are top of mind. For Snow Joe we’re always working to understand how their audience is buying, how media impacts retail sales and Amazon sales, and how we can buy the best media at the best times. It’s a very seasonal business with really different behaviors in summer and winter and also a lot of geographic variations as well. The client has been great in helping us understand these moving parts and it has been fun to participate in this great success story.

Dave, PPC Specialist, OpenMoves

The Solution

Aggressive Implementation of Smart Shopping campaigns. Snow Joe was the perfect candidate for Google’s Smart Shopping campaign format, which proved to be very efficient in improving both ROAS and scale.

Total Facebook Overhaul. Through the year, we were able to reduce FB PPC cost by more than 50% while still growing Facebook PPC revenue and reallocating the savings into other channels. The overhaul included a complete refresh of audience strategy, a revitalized remarketing strategy, improved use of Facebook’s bidding and optimization features and more.

Weather-Based Bidding on Search. By connecting with a 3rd party weather-based bidding tool, we were able to integrate automated weather-based bidding, allowing Snow Joe to bid more heavily during storms in specific regions.

Shopping Feed and Pixel Optimizations. Snow Joe’s ecommerce setup was complex and largely custom-built. This led to a need for extensive technical efforts to review, test and optimize the Facebook Pixel implementation to make sure that all of the key Facebook ecommerce events were effectively captured