Building a Predictable Revenue Stream for Printivity with Google Ads
270%
Scaled Ad Spend with 95% More Sales
93%
Increase in Conversions YoY
Industry
Services
Year
Printivity, a well-known printing services provider, faced significant challenges with its digital marketing efforts. Despite their established brand and quality offerings, they struggled to achieve consistent growth and a steady return on ad spend (ROAS). Their digital marketing strategy lacked the depth and sophistication needed to leverage modern digital marketing tools effectively.
Key Areas for Improvement
Upon initial assessment, we identified several key areas for improvement:
- Campaign Management Practices: Implementing rigorous PPC management practices to optimize campaign performance.
- Deep Audience Analysis and Keyword Research: Conduct thorough audience segmentation and comprehensive keyword research to target the right customers effectively.
- Optimization of Merchant Center and Product Feed: Ensuring that the Merchant Center and product feed were correctly configured to support profitable campaigns.
- Experimentation and Testing: Introducing a consistent strategy for testing new products and campaign types to find new market opportunities.
- Attribution and ROI Measurement: Establishing a reliable system for tracking attribution and ROI to make data-driven decisions.
- Full-Funnel Digital Strategy: Developing a comprehensive digital marketing strategy that covers all stages of the customer journey.
The T.A. Monroe Strategy
Armed with the insights gleaned from the comprehensive audit, we developed a multi-faceted strategy to address Printivity's challenges and set them on a path to sustainable growth. The strategy was divided into two key phases: Building a Foundation and Capturing Existing Demand.
Phase 1: Building a Foundation (Months 1-2)
During the foundation-building phase, we focused on laying a solid foundation for Printivity's digital marketing efforts.
1. Full-Funnel Strategy Development
- Developed a comprehensive strategy encompassing Google Shopping, Search, Pmax, YouTube, and Display advertising
- Created a seamless customer journey from initial awareness to final conversion
- Aligned messaging and targeting across touchpoints to build trust andengagement
2. Google Merchant Center and Product Feed Optimization
- Set up and configured Google Merchant Center and product feed
- Structured product data (titles, descriptions, images, pricing) for maximum
visibility and appeal - Improved relevance and attractiveness of products in Google Shopping results
3. Campaign Launch and Optimization
- Launched optimized Google Ads campaigns across Search, Shopping, Performance Max, and Display
- Implemented best practices in campaign settings, bidding strategies, and targeting options
- Continuously monitored and optimized campaigns for improved performance and ROI
4. Website UX Audit
- Conducted a comprehensive website UX audit
- Analyzed site navigation, layout, content, and functionality
- Provided recommendations to optimize user journey, streamline conversion process, and improve usability
4. Regular Account Management
- Maintained regular account management meetings with Printivity
- Discussed strategy, reviewed performance, and made collaborative data-driven decisions
- Fostered open communication and collaboration for quick iterations andoptimizations
Phase 2: Capturing Existing Demand (Months 3-6)
As the engagement progressed into the Capturing Existing Demand phase, we shifted our focus to ongoing optimization and growth.
1. Continuous Campaign Optimization
- Provided dedicated Google Ads management services
- Regularly analyzed key metrics to identify improvement opportunities
- Leveraged advanced optimization techniques (bid adjustments, keyword refinements, ad copy testing)
2. Google Shopping Feed Optimization
- Continuously optimized Printivity's Google Shopping feed
- Regularly reviewed and updated product data for accuracy, relevance, and competitiveness
- Implemented advanced tactics (e.g., product title optimization) to improve visibility and attractiveness
3. Dedicated Account Management
- Assigned a dedicated account strategist and manager to the account
- Worked closely with Printivity's team, offering strategic insights, performance analysis, and recommendations
- Acted as an extension of Printivity's team, ensuring goals and priorities were at the forefront
4. Weekly Performance Updates
- Delivered weekly account strategy and performance updates
- Provided detailed reports on key performance indicators, campaign-level insights, and recommendations
- Maintained transparency and regular communication to foster a strong partnership
5. Ad Creative Optimization
- Continuously refined and optimized Printivity's ad creative
- Regularly tested new ad variations (headlines, descriptions, visuals)
- Leveraged data and insights from previous campaigns to inform creative decisions
6. Ongoing Communication
- Prioritized frequent account management communication
- Maintained open lines of communication through scheduled meetings, ad-hoc calls, and email updates
- Enabled quick decision-making and agile adaptations to changing market conditions
Results
270%
Scaled Ad Spend with 95% More Sales
93%
Increase in Conversions YoY
50%
Average Month-over-Month Revenue Growth
"We've worked with quite a few agencies in the past, but the support and expertise provided by T.A. Monroe have been exceptional. Faheem and Natalie have been fantastic in their support, and Alex's insights have been invaluable. We're looking forward to a long-term partnership as we continue to explore new avenues like AdRoll and programmatic advertising."
Lawrence Chou
Chief Executive Officer at Printivity
