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Beating the Competition and Decreasing Cost-Per-Lead
Website
gondolaskate.com
Industry
Fixture Mobilization
Goals
Services
Lead Generation
Google Ads
Gondola Skate is the world’s leading Fixture Mobilazation experts, working with brands like Walmart, Albertons, and other retail leaders to provide mobilization solutions for retail and warehouse shelving and racking. In short: they sell and rent specalized products that move large shelves and racks without the need to remove anything from the shelves.
3.4x
increase in monthly leads
81%
decrease in cost per lead
2,500+
leads generated
THE STORY
Building a unique strategy for an industry niche.
Gondola Skate noticed that their competition was consistently outranking them on their sponsored search results, even on their own branded keywords like “Gondola Skate.” Additionally, they were struggling to get their Search campaigns to spend their full budget.
(This is an issue a lot of niche businesses have: They create search campaigns with keywords that describe their exact services, and then the campaign struggles to spend the full budget, or sometimes doesn't spend at all. The problem is that their audience may not even know that the solution they provide exists, and so they are not actively searching on Google for it.)
Wyatt utilized an "outside-the-box" spin on traditional Google Search campaigns to generate major leads in their niche industry, while ensuring that the competition failed in their attempts to outbid them. Our Cost-Per-Lead steadily decreased month-over-month, and after two years CPL decreased over 80% and has remained consistent at this price for months.
Read below to see more about how Wyatt was able to achieve this.
THE OBSTACLE
Outwitting Low Search Volume
1
A Narrow and Unique Industry Niche
They work in a highly specialized industry; their customers are people who are “ financial decision makers” for businesses which require warehouse and retail shelving.
Not only is their audience quite narrow, but because Gondola is one of the only providers of "mobilization" products, their customers may not even know that a solution to their problem exists.
2
Low Search Volume
Because their audience is so small, and their service is so unique, there is very little "Search Volume" on Google for the services they provide. In other words, they can't just bid on keywords directly related to their service because there is not enough people searching for those keywords.
We had to come up with a clever way of finding our niche audience without relying on lazer-targeted keywords describing our service.
3
Outbid By Competition
Gondola Skate's only competitor was consistently outbidding them for branded search terms like "Gondola Skate."
Despite being the original and official brand, Gondola Skate found that users searching for them were being redirected to their competitor's ads. This tactic caused confusion among customers and drove up advertising costs.
THE SOLUTION
Broad Keywords + Test Messaging
1
Broad, Industry-Related Keywords
Instead of bidding on keywords or search terms that describe our service or product, we bid on keywords that simply ensure that the person conducting the search works within our specific niche industry, regardless of their knowledge of our services or solution.
We use Keyword Research Tools to find the most common keywords users in our targeted industry are searching for.
2
Lazer-Focused Messaging
If our search keywords are broad, then our messaging needs to be lazer-targeted in order to get the right users to click.
We know from their search that the user is in our industry, so we need to craft headlines that directly state our product/service offering and value propositions. Our messaging needs to be focused enough that users will only click if our service applies to them. Our whole strategy relied on dialing in this messaging perfectly.
3
*Ignoring Google's Recomendations
This strategy requires making the rare and crucial decision to ignore the usual recommendations from the Google Ads platform which calls for “Responsive” ads that mix-and-match your headlines and descriptions to optimize results.
Instead, our goal was to force the same combinations of headlines to appear so that we can conduct controlled A/B split tests of our messaging.
*This is super important in this scenario, because our ad headlines and descriptions may not be directly related to the keywords the user is searching for. Normally you want your search ads to answer the inquiry of the search. But in this case, we are only using those inquiries as a way to locate our ideal audience, and then we are bidding to put our service in front of them like a billboard. This only works because we know that we have the perfect and only solution to their problem, a solution they may not know exists.
THE FUTURE
Ensuring Long-term Scalability
This unique strategy allows us to both spend our entire budget by ensuring a large reach and a low CPM, as well as make sure that anyone who clicks on our ads is doing so only because they are interested in our specific service. Meaning that the traffic coming into our site is highly-qualified and more likely to lead to conversions.
As a result, we were able to continually increase the number of website form submissions (and as a result, customer acquisitions) generated from digital ads month-over-month.
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