PartsEngine is an aftermarket online retailer revolutionizing the way Canadians accessorize their trucks, SUVs Jeeps and cars. In 2020 PartsEngine experienced a record growth year due to the pandemic eCommerce surge coupled with strong marketing efforts and UX optimizations.
In 2021, PartsEngine tasked us to further maximize Search channels and increase revenue by 30%. So how do we increase revenue, without sacrificing ROAS, after a record year of sales with an already robust and heavily funded Search account?
As a first step, our team started scenario planning, modeling levels of diminishing returns and combing through query search reports. As a result, we uncovered two key insights:
1. The way in which customers shop for auto accessories was becoming more and more complex. There are hundreds of thousands of combinations between category, manufacturer, vehicle make, and SKU numbers.
2. PartsEngine is fairly well known for being a provider of performance auto parts but they were being overlooked within some key broad consumer categories, particularly Wheels and Tires.
PartsEngine has more than 14,000 unique products on their site serving 2,000+ distinct product categories. To fully unlock incremental revenue we would have to capitalize on intent across all auto part categories.
In order to deliver automation at scale, we implemented iActivate, our proprietary Search automation platform which creates entire advertising accounts based on inventory data and syncs daily to create millions of up-to-date custom ads and keywords based on the different search combinations.
We created a total of 8 new accounts to cover all levels of Search intent and were finally able to:
• Automate campaigns, ad groups, keywords and ads in Google Ads with customized relevant ad copy based on the exact search query.
• Cast a wider net by adding mid- and long tail keywords across all categories and active products
• Schedule promotions to auto update ad copy across all relevant campaigns
• Optimize accounts via templates that cascade across all campaigns
Since implementing iActivate, the results have been impactful. 1.6M ads & 1.7M keywords updated daily with a team of just 2 people.
Incremental revenue from paid tactics
Without iActivate, an implementation of this magnitude would have taken an estimated 2,000 work hours.
