Epromos

Founded in 1998, ePromos is one of the fastest growing promotional products distributors in the world, offering customers more than 15,000 custom promotional products. Previously managed by another large search agency using automated bid programs, their PPC account had been neglected from a lack of daily hands-on management by paid search experts. Looking to improve the tracking of their paid search campaigns and to dramatically grow new customers while decreasing acquisition costs, ePromos employed Direct Agents to manage their paid search program.


I have yet to meet a more professional firm in the Search Agency world. We switched from a well known agency and our cost per lead dropped to almost half and we thought we were doing well. These guys are smart organized and professional. I don’t think there is any way you won’t win big with Direct Agents. They offer lots of other win-win marketing services, but I would start with PPC. They will prove themselves very quickly.”

Jason Robbins
CEO, ePromos.com

Background


Founded in 1998, ePromos is one of the fastest growing promotional products distributors in the world, offering customers more than 15,000 custom promotional products. Previously managed by another large search agency using automated bid programs, their PPC account had been neglected from a lack of daily hands-on management by paid search experts. Looking to improve the tracking of their paid search campaigns and to dramatically grow new customers while decreasing acquisition costs, ePromos employed Direct Agents to manage their paid search program.

Strategy/Solution


Direct Agents immediately performed an exhaustive Adwords account audit that uncovered several areas of inefficiencies, wasted spend, as well as opportunities. Accurate tracking was also an issue as ePromos conversion data was stored in the previous agency’s management platform with limited data in Google Adwords and Bing.

With a firm belief that data is power, Direct Agents implemented complete tracking for all of ePromos conversion events in ePromos’ own Google Analytics and Adwords accounts. Dynamic call tracking was also set up to be able to track all calls back to sources and campaigns for further optimization.

Next, Direct Agents focused on campaign optimization:
• Campaigns were restructured by product categories to maximize coverage, relevancy and quality score
• Continuous active bid management was applied
• Thousands of new keywords were tested with match types and negative keywords employed to deliver the most relevant results while minimizing inefficient spend
• Promotional ad copy was constantly tested to maximize click through and conversion rates
• Campaign budgets were shifted to devices, geographies and times of the day where response rate was highest and cost per acquisition (CPA) the lowest

With the campaign delivering new customers at the lowest cost in recent history, Direct Agents set out to further expand the campaign while maintaining the low cost per acquisition. Over the next few months Google Product Listing Ads and Adwords Dynamic Remarketing campaigns were developed, segmented and optimized, delivering an additional 30% in daily acquisitions at equivalent or lower CPA. New betas were employed including image and call extensions and dynamic retargeting was opened up to include all major ad exchanges, including dynamic remarketing across Facebook. Bing distribution was also completely opened up and optimized for products and keywords that yielded efficient results.

Results


With constant bid management, new product and distribution testing, new customer acquisitions increased 97% year over year while cost per acquisition decreased 35% year over year. Direct Agents continues to test and explore efficient methods to grow the account, including exclusive and early access to the latest betas provided by Google as well as testing and implementation of new distribution channels, allowing ePromos to continue expanding at their unprecedented growth rate.

Project Details
Services:
  • PPC Management,
  • Google Analytics,
  • Bid Management,
  • Dynamic Remarketing,
  • and Google Product
  • Listing Ads
Our Clients

Network of full service moving and storage companies

Services:
Lead Generation, Prospect Email, Mobile Marketing, Paid Search Marketing
and Creative Design

Local deals site from the world’s largest online retailer

Services:
Lead Generation, Performance Display and Mobile Marketing

Ecommerce site for iconic UK fashion brands- Warehouse, Oasis and Coast

Services:
Affiliate Marketing, Prospect Email
and Paid Search Marketing

World’s largest online marketplace

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Lead Generation, Prospect Email,
Mobile Marketing and Creative Design

Top 500 online retailer of hair care products

Services:
Paid Search Marketing and SEO

Publication for the world’s businessleaders

Services:
Lead Generation, Prospect Email,
Paid Search Marketing and Creative Design

Vision correction eye surgery

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Affiliate Marketing and Lead Generation

Leading source for competitive mortgage rates ad home loans

Services:
Lead Generation, Prospect Email and Creative Design

Global leader in high-tech electronic manufacturing and digital media

Services:
Lead Generation and Prospect Email

World’s largest publisher and children’s book distributor

Services:
Paid Search Marketing, Lead Generation, Prospect Email and Creative Design

Arborist supplies and tree climbing gear company

Services:
Paid Search Marketing
Fast growing promotional products distributor.
Services:
PPC Management, Google Analytics, Bid Management,
Dynamic Remarketing, and Google Product Listing Ads

Samsung

Samsung is a well known global leader in high-tech electronic manufacturing and digital media. Always staying on the cutting edge with its product offerings, Samsung was looking to promote its Series 7 Slate PC to IT professionals and decision makers as part of its “Samsung Innovations- Easy Access to Smart Business Solutions” marketing campaign. Having worked with Direct Agents for several years, they turned to Direct Agents to implement a digital marketing solution that would help them reach their target audience.



Strategy

Reaching IT professionals and decision makers was a key factor for success for the Samsung campaign. Direct Agents’ strategy was to promote the Series 7 Slate PC using Prospect Email marketing, delivering Samsung’s messaging directly into the inbox of business professionals. Having previously shown success with Prospect Email marketing for Samsung with BtoC campaigns, Direct Agents’ challenge was to select top performing email lists that targeted a business consumer.

After reviewing performance data from similar email marketing campaigns and analyzing its database of email lists, Direct Agents highlighted targeted email marketing lists that would best reach business professionals in order to generate positive results for Samsung. By starting off with a test campaign and then expanding the number of email recipients, Direct Agents was able to analyze and optimize the campaign.

Throughout the entire process, Direct Agents maintained an open communication with Samsung and with the email publishers selected to run the offer. This open communication led to proper campaign set up and timely email delivery schedules which coincided with Samsung’s promotional calendar.

Results

Direct Agents was able to meet Samsung’s goals of reaching IT professionals and decision makers. The campaign received a 20% open rate and 15% click thru rate with clicks turning into sales of the Samsung Series 7 Slate PC. As a result of the success that Direct Agents was able to show, Direct Agents continues to be utilized to execute different promotional offers for Samsung including campaigns for additional business products and general consumer items.

Project Details
Services:
  • Lead Generation,
  • Prospect Email
Our Clients

Network of full service moving and storage companies

Services:
Lead Generation, Prospect Email, Mobile Marketing, Paid Search Marketing
and Creative Design

Local deals site from the world’s largest online retailer

Services:
Lead Generation, Performance Display and Mobile Marketing

Ecommerce site for iconic UK fashion brands- Warehouse, Oasis and Coast

Services:
Affiliate Marketing, Prospect Email
and Paid Search Marketing

World’s largest online marketplace

Services:
Lead Generation, Prospect Email,
Mobile Marketing and Creative Design

Top 500 online retailer of hair careproducts

Services:
Paid Search Marketing and SEO

Publication for the world’s businessleaders

Services:
Lead Generation, Prospect Email,
Paid Search Marketing and Creative Design

Vision correction eye surgery

Services:
Affiliate Marketing and Lead Generation

Leading source for competitive mortgage rates ad home loans

Services:
Lead Generation, Prospect Email and Creative Design

Global leader in high-tech electronic manufacturing and digital media

Services:
Lead Generation and Prospect Email

World’s largest publisher and children’s book distributor

Services:
Paid Search Marketing, Lead Generation, Prospect Email and Creative Design

Arborist supplies and tree climbing gear company

Services:
Paid Search Marketing
Fast growing promotional products distributor.
Services:
PPC Management, Google Analytics, Bid Management,
Dynamic Remarketing, and Google Product Listing Ads

Scholastic

Scholastic is a global book publishing company known for publishing educational material for schools, teachers, and parents. Their corporate mission, supported by all of its divisions is to help children around the world read and learn. One of their divisions, Scholastic Printables and Mini-Books is an online subscription service that provides teachers with resources to use in the classroom such as lesson plans, practice pages, clip art images and printed mini-books. Another division Scholastic Classroom Magazines is a subscription service that provides teachers with magazine’s tailored to current events coverage for each grade from K-12 on age-appropriate, curriculum- based information.



History

The Scholastic Classroom Magazines and Scholastic Printables and Minibooks divisions were looking for ways to increase subscriptions to their services using digital marketing. While they previously had been running a PPC campaign with an outside search marketing company, they were not seeing the results that they had hoped for. After approaching Direct Agents in the spring of 2010, Scholastic Classroom Magazines and Scholastic Printables and Minibooks transferred their PPC campaign over to Direct Agents to evaluate, optimize and manage.

Results

Scholastic Printables and Minibooks and Classroom Magazines saw an immediate improvement in results from the PPC campaign set up by Direct Agents.

The Scholastic Printables and Minibooks campaign saw a 50% decrease in CPC costs, and an over 50% increase in CTR. The campaign’s ROAS also improved 420% from the results Scholastic was seeing with their previous search marketing company.

The Scholastic Classroom Magazines division also saw strong results. This division saw a 50% decrease in CPC after just three months of running the campaign and they also saw a 36% decrease in CPA. The campaign’s current ROAS is over 400% and is 446% better than the results they were seeing with their previous search marketing company.

Project Details
Services:
  • Paid Search Marketing,
  • Lead Generation,
  • Prospect Email and
  • Creative Design
Our Clients

Network of full service moving and storage companies

Services:
Lead Generation, Prospect Email, Mobile Marketing, Paid Search Marketing
and Creative Design

Local deals site from the world’s largest
online retailer

Services:
Lead Generation, Performance Display and Mobile Marketing

Ecommerce site for iconic UK fashion brands- Warehouse, Oasis and Coast

Services:
Affiliate Marketing, Prospect Email
and Paid Search Marketing

World’s largest online marketplace

Services:
Lead Generation, Prospect Email,
Mobile Marketing and Creative Design

Top 500 online retailer of hair care products

Services:
Paid Search Marketing and SEO

Publication for the world’s businessleaders

Services:
Lead Generation, Prospect Email,
Paid Search Marketing and Creative Design

Vision correction eye surgery

Services:
Affiliate Marketing and Lead Generation

Leading source for competitive mortgage rates ad home loans

Services:
Lead Generation, Prospect Email and Creative Design

Global leader in high-tech electronic manufacturing and digital media

Services:
Lead Generation and Prospect Email

World’s largest publisher and children’s book distributor

Services:
Paid Search Marketing, Lead Generation, Prospect Email and Creative Design

Arborist supplies and tree climbing gear company

Services:
Paid Search Marketing
Fast growing promotional products distributor.
Services:
PPC Management, Google Analytics, Bid Management,
Dynamic Remarketing, and Google Product Listing Ads

AndOtherBrands.com

Aurora Fashions owns, develops and manages the performance of some of the UK’s most respected women’s fashion brands – Coast, Oasis and Warehouse. Their multi-brand online store AndOtherBrands.com offers several iconic Aurora brands in one click, with their brands on a common platform that allows customers to complete a purchase in a single checkout. In June 2012, Direct Agents teamed up with And Other Brands to help the company break into the US market while generating sales and exposure for each brand.



Approach

Before Direct Agents began working with And Other Brands, their presence in the US market was almost nonexistent. And Other Brands saw great success in the UK and wanted to take advantage of this growth and expand their online presence into the US. Based on their goals, Direct Agents developed a digital marketing strategy that focused on driving sales for And Other Brands utilizing top retail-focused publishers and driving additional exposure for the brand using search marketing.

Drive sales for And Other Brands

  • Launch And Other Brands on the Google Affiliate Network (GAN) due to its strong base of retail-focused publishers
  • Setup, launch and proactively recruit VIP and Rising Star retail focused publishers for the And Other Brands campaign
  • Identify key unique selling points and competitive advantages
  • Develop exclusive promotions and personalized deals for top publishers

Capture users who are already searching for And Other Brands and its products

  • Using Paid Search Marketing strategies, Direct Agents focused on extensively building brand keywords and ad copy for each individual brand- Warehouse, Oasis and Coast.
  • Additionally, Direct Agents developed keywords and ad copy by clothing type
  • A robust non-branded generic keyword campaign was also developed based off of site
    inventory, pricing and overall sales performance
  • Working alongside And Other Brands, Direct Agents also tailored the campaign based on
    seasonal trends and back-end sales metrics in order to highly optimize all campaigns

To provide And Other Brands with campaign updates and promote transparency, Direct Agents made sure to keep them informed via weekly phone calls and also sent weekly detailed campaign reports.

Results

And Other Brands saw an immediate increase in sales as a result of Direct Agents’ efforts. Within 6 months of launching And Other Brands on GAN sales increased 700% and the average order value more than doubled. Direct Agents is now focusing on recruiting more high-traffic fashion publishers to run And Other Brand’s campaign and will also be offering exclusive promos for And Other Brands in order to increase their presence online within the US.

By managing the Paid Search Marketing campaign for And Other Brands, Direct Agents has grown the account exponentially with monthly ROAS hitting as high as 1000%. And Other Brands has also seen a tremendous rise in the number of people visiting their site. As a result of its overall success, Direct Agents has been brought on board to manage And Other Brand’s Australia search account and also continue to explore new opportunities online to help drive sales for the client.

Project Details
Services:
  • Affiliate Marketing,
  • Prospect Email and
  • Paid Search Marketing
Our Clients

Network of full service moving and storage companies

Services:
Lead Generation, Prospect Email, Mobile Marketing, Paid Search Marketing
and Creative Design

Local deals site from the world’s largest
online retailer

Services:
Lead Generation, Performance Display and Mobile Marketing

Ecommerce site for iconic UK fashion brands- Warehouse, Oasis and Coast

Services:
Affiliate Marketing, Prospect Email
and Paid Search Marketing

World’s largest online marketplace

Services:
Lead Generation, Prospect Email,
Mobile Marketing and Creative Design

Top 500 online retailer of hair care products

Services:
Paid Search Marketing and SEO

Publication for the world’s businessleaders

Services:
Lead Generation, Prospect Email,
Paid Search Marketing and Creative Design

Vision correction eye surgery

Services:
Affiliate Marketing and Lead Generation

Leading source for competitive mortgage rates ad home loans

Services:
Lead Generation, Prospect Email and Creative Design

Global leader in high-tech electronic manufacturing and digital media

Services:
Lead Generation and Prospect Email

World’s largest publisher and children’s book distributor

Services:
Paid Search Marketing, Lead Generation, Prospect Email and Creative Design

Arborist supplies and tree climbing gear company

Services:
Paid Search Marketing
Fast growing promotional products distributor.
Services:
PPC Management, Google Analytics, Bid Management,
Dynamic Remarketing, and Google Product Listing Ads

The SCOOTER Store

The SCOOTER Store is America’s leading supplier of power mobility solutions. Their goal was to reach today’s seniors or disabled persons and show them a potential alternative to living in nursing homes or other care facilities, by giving them back their mobility with a power chair or scooter. The challenge the SCOOTER Store presented to Direct Agents was finding their target market online and getting that target market qualified for a mobility scooter.



Opportunity

Utilizing the more than 300,000,000 users on Facebook, Direct Agents recommended a Facebook ad campaign which would be an ideal way to reach a large quantity of people at a cost effective price. SCOOTER Store, realizing that they did not have the ability to run such a large scale campaign and optimize efficiently in real-time against ROI, CTR, CPC, ad copy, interest targeting, demographic targeting etc. and knowing that just 10 combinations of targeting variables would yield over 10,000,000 custom combination possibilities, turned to Direct Agents to plan, manage and optimize the campaign using their performance-based Facebook platform.

In addition, Direct Agents suggested utilizing email marketing due to its ability to reach a large quantity of people at a cost effective price. The main goal of the prospect email campaign was to increase online sales of SCOOTER Store’s mobility device while still maintaining a certain cost-per-sale number.

Strategy/Solution

Facebook Advertising

The Direct Agents Facebook platform is a data-driven platform built to develop, optimize and scale campaigns in real-time with end-to-end ROI optimization.

Setup: Direct Agents was able to utilize its’ platform to develop matrices to quickly build the campaign.

Launch: Using the Direct Agents Facebook platform 1,000’s of ads were developed and created using different combinations of ad copy, image and targeting criteria and were implemented instantly with the API.

Multivariate testing was automatically performed and the campaign was optimized to ads with the highest back-end value. In addition, control bidding and scaling were performed and ultimately maximized ROI through the real-time optimization process.

Special attention was given to tracking all conversion events and providing detailed campaign reports.

Email Marketing

Setup: Direct Agents began by testing the offer, utilizing their relationships with high performing email lists.

Launch/Optimization: Once the initial test campaign was launched, the SCOOTER Store saw that Direct Agents was able to deliver results that stayed within their cost-per-acquisition number. Therefore, the SCOOTER Store provided additional budget to Direct Agents so they could rebook high performing lists, expand the number of consumers receiving the email and also expand the number of list partners.

Results

Facebook Advertising

Month after month Direct Agents was able to meet and exceed the SCOOTER Store’s CPA target using the Direct Agents Facebook platform. The SCOOTER Store has been extremely happy with Direct Agents since they helped them break into a new media avenue, the Facebook market, generate a new steady stream of inventory, and do so at a very positive ROI. The campaign now runs monthly, generating consistent results and the Direct Agents and SCOOTER Store relationship continues to grow.

Email Marketing
Throughout the program, Direct Agents was able to stay within the client’s cost-per-acquisition numbers. As a result, Direct Agents continues to manage the Scooter’s Store email campaign.

Eric Ewe, Senior eMarketing Manager at The SCOOTER Store stated that “The team at Direct Agents did an amazing job in understanding our business needs, process management and strive to exceed our goals. The SCOOTER Store operates within the healthcare industry and we are highly regulated, Direct Agents took urgency to ensure that our marketing activities abide by all federal and state regulations. Direct Agents did a fantastic job as a partner to help The SCOOTER Store grow their online presence while focusing on the ROI.”

Project Details
Services:
  • Lead Generation,
  • Prospect Email,
  • Facebook Display and
  • Creative Design
Our Clients

Network of full service moving and storage companies

Services:
Lead Generation, Prospect Email, Mobile Marketing, Paid Search Marketing
and Creative Design

Local deals site from the world’s largest
online retailer

Services:
Lead Generation, Performance Display and Mobile Marketing

Ecommerce site for iconic UK fashion brands- Warehouse, Oasis and Coast

Services:
Affiliate Marketing, Prospect Email
and Paid Search Marketing

World’s largest online marketplace

Services:
Lead Generation, Prospect Email,
Mobile Marketing and Creative Design

Top 500 online retailer of hair care products

Services:
Paid Search Marketing and SEO

Publication for the world’s businessleaders

Services:
Lead Generation, Prospect Email,
Paid Search Marketing and Creative Design

Vision correction eye surgery

Services:
Affiliate Marketing and Lead Generation

Leading source for competitive mortgage rates ad home loans

Services:
Lead Generation, Prospect Email and Creative Design

Global leader in high-tech electronic manufacturing and digital media

Services:
Lead Generation and Prospect Email

World’s largest publisher and children’s book distributor

Services:
Paid Search Marketing, Lead Generation, Prospect Email and Creative Design

Arborist supplies and tree climbing gear company

Services:
Paid Search Marketing
Fast growing promotional products distributor.
Services:
PPC Management, Google Analytics, Bid Management,
Dynamic Remarketing, and Google Product Listing Ads

SherrillTree

A leading force in the tree care industry for over 50 years, SherrillTree is a business that’s all about providing professional and recreational tree workers with the highest quality gear at low prices. SherrillTree carries arboricultural products for the tree care profession. Looking to drive volume and revenue on non-branded terms, SherrillTree employed Direct Agents to take over their existing paid search campaign.



Opportunity

Leveraging its expertise and experience, Direct Agents developed a search marketing strategy focused on capitalizing on non-branded search traffic capable of generating substantial and sustainable revenue for the SherrillTree brand.

Strategy/Solution

Strategy & Launch: Direct Agents’ goal was to build a long-term relationship with SherrillTree and ensure continual campaign growth on branded and non branded search terms, rather than focusing on the short term success of delivering only branded revenue at a strong ROI. Therefore, the Direct Agents search team strategized a comprehensive search plan that focused on attracting tree care professionals, tree enthusiasts in need of arboricultural products who were unfamiliar with the SherrillTree brand and those that just searched in general terms for various tree products that SherrillTree offered. By performing extensive campaign research and developing extremely granular non-branded keyword lists for every product sold, Direct Agents was able to test the campaign on a small scale with a minimal spend and determine what non-branded keywords were capable of generating strong ROI. Non-branded terms that generated strong ROI were then scaled up and the low performing terms were scaled further down for testing or they were paused all together.

Testing and Optimization: Throughout the campaign Direct Agents performed exhaustive search query analysis, geographic and day part analyses and ad copy testing to make sure that the strongest results were being delivered to SherrillTree. Campaign structure was continually optimized to maximize conversion rates and quality scores, thereby dramatically lowering CPC’s and raising ROI. As a result of continual testing and optimization, Direct Agents has been able to drive branded and non-branded revenue higher than it has ever been for SherrillTree

Results

• After the first month of running the campaign, Direct Agents was able to generate over $50K in new non-branded monthly revenue at an ROI of over 500%.
• Direct Agents continues to optimize the campaign- adding new keywords, revising ad copy and analyzing geographic and day parts to ensure top campaign results.
• As a result of the success of the campaign, SherrillTree and Direct Agents continue to expand their relationship.

Project Details
Services:
  • Paid Search Marketing
Our Clients

Network of full service moving and storage companies

Services:
Lead Generation, Prospect Email, Mobile Marketing, Paid Search Marketing
and Creative Design

Local deals site from the world’s largest
online retailer

Services:
Lead Generation, Performance Display and Mobile Marketing

Ecommerce site for iconic UK fashion brands- Warehouse, Oasis and Coast

Services:
Affiliate Marketing, Prospect Email
and Paid Search Marketing

World’s largest online marketplace

Services:
Lead Generation, Prospect Email,
Mobile Marketing and Creative Design

Top 500 online retailer of hair care products

Services:
Paid Search Marketing and SEO

Publication for the world’s businessleaders

Services:
Lead Generation, Prospect Email,
Paid Search Marketing and Creative Design

Vision correction eye surgery

Services:
Affiliate Marketing and Lead Generation

Leading source for competitive mortgage rates ad home loans

Services:
Lead Generation, Prospect Email and Creative Design

Global leader in high-tech electronic manufacturing and digital media

Services:
Lead Generation and Prospect Email

World’s largest publisher and children’s book distributor

Services:
Paid Search Marketing, Lead Generation, Prospect Email and Creative Design

Arborist supplies and tree climbing gear company

Services:
Paid Search Marketing
Fast growing promotional products distributor.
Services:
PPC Management, Google Analytics, Bid Management,
Dynamic Remarketing, and Google Product Listing Ads