The Challenge

Our client, a master distributor and manufacturer of non-threaded fasteners, wanted to supercharge their website to increase traffic and online transactions. The main challenges with the website were a lack of optimizable content, an outdated design, and duplicate meta tags and content issues.

For the pay-per-click campaigns, our main challenge was a lack of control regarding the new SmartShopping campaigns, conversion tracking issues that led to corrupt data, and limited differentiation among ads and ad groups.

The Strategy

To overcome the website issues, our team added heat mapping technology to the site to evaluate the performance of the homepage and optimized it for improved conversion rates. We produced valuable data about the current design and suggested areas for improvement, leading to a completely revamped homepage.

We also added keyword-rich product descriptions for every product category and improved internal linking strategies among the current content.

For the duplicate content issues, we implemented canonical tags on every page to streamline the site index and remove errors.

For the pay-per-click issues, we corrected all errors with the conversion tracking and supplemented the SmartShopping campaign performance with machine learning-aided manual campaigns. Our team also added responsive search ads for the high volume ad groups, updated ad copy to improve keyword placement, added value propositions to differentiate from the competition, and created custom landing pages to aid customers through the purchase funnel.