Online Bakery Increases Holiday Revenue 505% In 4 Months
Client
Green’s Home-Style Cakes is a multi-generation family owned bakery based in Brooklyn, NY. A long-time favorite of retail shoppers along the Eastern Seaboard, Green’s entered the world of e-commerce so everyone around the US could enjoy their famous Chocolate Babka.
Situation
Green’s saw the importance of e-commerce as their business and brand continued to grow. The company desired to achieve greater year-round online success, but had not been able to find the right digital marketing program or company that could meet their revenue expectations and ROI goals.
Green’s came to Vertical Rail because they needed comparison shopping experts that could expand their sales across multiple channels including Google Shopping, Google AdWords, Bing Shopping and Connexity. They wanted a new strategy to strengthen awareness for their brand and improve seasonal and year-round B2C and B2B sales.
Approach
Vertical Rail devised and implemented a strategy that encompassed comparison shopping engines management, Google Shopping feed optimization, advanced bid segmentation strategies, video ad creation and management via YouTube TruView, Google AdWords text, display and remarketing ads, interspersed with email blasts to support geo-targeted campaigns during the holiday season spanning November 1, through January 31. Vertical Rail and Green’s partnered to have marketing efforts work together to move the business to the next level:
Bid segmentation and shopping feed strategies reduced Google Shopping and Bing Shopping CPC costs by >35% while increasing sessions, transactions, revenue and conversion rates.
YouTube TruView Ads increased targeted website traffic by 15% during peak shopping times with an average CPC of $0.04 per visit.
Results
After a bustling 4 month holiday season, Green’s posted impressive increases in their website traffic, transactions, revenue, and ROI from the combined campaigns. Green’s was able to increase transactions 460% and revenue by 505% compared to the previous holiday season dates Nov 1 – Jan 31, 2016.
