Read this case study to know how an industrial equipment distributing company used Dynamic Search Ads for driving conversions and could drive over 18,000 visits to the site in the test month itself apart from boosting sales.
Company: MSC Industrial Supply
Industry: Retailing & Distribution
Tool Used: Google Adwords
Result: 18,000 site visitors in the first month
Business Type: B2B
The Brand & the Story
One of the world’s largest industrial equipment distributors, MSC Industrial Direct Co., Inc (MSC) is known for publishing “The Big Book”, a catalog totaling more than 3,000 pages, which details the company’s products that as of now is over 1 million.
The company wanted to widen its PPC keyword coverage quickly & efficiently as well as maximizing high-converting, long-tail keywords for achieving acceptable return on ad spend, for which it made use of Dynamic Search Ads that provided coverage for all of an extensive product offering. This made the company to drive over 18,000 visits to the site in the test month itself. The company could increase revenue and traffic while achieving a ROAS of 4.5:1 after initial test.
MSC’s objective behind using Dynamic Search Ads
Although the main source of revenue for MSC Industrial Supply was its printed catalogs however the company wanted to reach its customers a little more effectively as with over 600,000 products, they had hundreds of thousands of variations to be searched for by the customers. They found the Dynamic Search Ads (DSA) befitting to achieve this goal as these types of ads generate dynamic ads directly from the e-commerce sites based on the searches. This made MSC in exceeding their ROI goals as well as optimizing their paid search advertising.
MSC’s strategy for using Dynamic Search Ads
With more than 600,000 items, MSC Industrial Supply, the leading direct marketer & distributor of products for metalworking & maintenance in America wanted to display well targeted ads for every search that was made. The company collaborated with Rosetta, an interactive agency, for identifying different ways that could help them drive incremental sales as well as expand their ad coverage. With such an extensive product offering, using the Dynamic Search Ads (DSA) seemed the best possible solution to them. So, with the help of the Dynamic Search Ads the team could make use of the natural search index of the website generating highly relevant ads matching even the search queries that were not covered by existing keywords.
Words by Matt Wilkinson, director of search and media at Rosetta
“There are hundreds of thousands of variations that someone could search [for MSC’s more than half a million products]. Dynamic Search Ads is a way to start catching those long-tail keyword variations automatically.”
Dynamic Search Ads helped Rosetta in exceeding its ROI goals and efficiently scaling MSC’s online marketing. The main factor that led to significant revenue growth was their ability to consistently optimize and maintain the campaign.