CLIENT SNOW JOE + SUN JOE
How Snow Joe Doubled Year over Year Revenue with eCommerce PPC
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.
Return on Ad Spend
Scaling Search Budget
Growth Email Marketing Revenue
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.
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.
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
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.
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