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How 4Cabling Generated a 73% Increase in ROI from Google Ads

About

4Cabling is Australia's leading direct-to-consumer manufacturer, wholesaler and retailer of cabling, server racks and IT management accessories.

An e-commerce business at it's core, 4Cabling offers click-and-collect services at three centres located in Sydney, Melbourne and Brisbane.

Challenge

4Cabling experienced much of their amazing growth online as result of their early adoption of digital marketing. However, after 13 years of consistent results, 4Cabling faced diminishing returns from it's Google Ads - a channel on which the business relied on for much of it's revenue. A 2018 website migration to Magento 2.0 compounded challenges from a technical perspective. Thier ads performance was stalling and traditional Google search and shopping campaigns were not delivering like they used to.

They approached Rocket to review their digital strategy, optimise their Google Ads account and deliver better marketing results.

In an industry that had become increasingly competitive, it was not enough to hit previously acceptable revenue and ROI targets. For this engagement to be truly successful. Rocket needed to hit targets that were challenging, to say the least, and completely incongruous with existing performance. It was clear that simple evolutionary improvements was not going to cut it, and if we were to hit these targets we would need to do something transformative.

Solution

Rocket kicked off the engagement with a thorough audit of the entire 4Cabling Google Ads account. After reviewing the setup of existing campaigns, Rocket made the decision to go through an intensive and immediate rebuild of Google Shopping and Search campaigns in a bid to turn around sales figures in the shortest possible timeframe. We deployed a range of best practice tactics, worked with 4Cabling to remove product errors, advised on CRO (Conversion Rate Optimisation) website changes, updated messaging, recommended offers and automated Google bidding solutions to best serve Ads to 4Cablings' customers.

Outcomes

73%

Increase in ROI

85%

Increase in Revenue

33%

Decrease in CPC

Result

By partnering with Rocket Agency, 4 Cabling was able to dramatically increase in sales and revenue for a reduced spend and ultimately achieve record sales months from Google Shopping and Search. Within three months since we started the rebuild, 4Cabling's revenue increased by 85% vs the previous period. To achieve this we spent 7% more, meaning an increase on ROI of 73%.

Acknowledging that these numbers could reflect just seasonal trends, we compared the stats with results from the same period in the previous year. Year on year, 4Cabling increased it's revenue by 42% with a 10% decrease in spend and a resulting ROI improvement of 57%. Most importantly, we were able to deliver stability and improved performance in 4Cablings most important revenue generation channel – Google Ads. This took a significant weight of marketing’s shoulders and allowed them to tackle new challenges and opportunities in the business.

Digital Marketing Awards

  • Finalist ‘Best Online Marketing Campaign - Retail’ SEMRush Awards 2019
See all our awards

"Having worked successfully with Rocket previously, I felt that they were the right team to assist us in turning around our online performance from both a paid and organic point of view. After a competitive pitch process, they were appointed in Jan 2019. The early results look great and the team has gone above and beyond to deliver the results we needed in a timely and professional manner. 

I would not hesitate to recommend them to other organisations in a similar situation."

Racquel Collard, Marketing Manager, 4 Cabling

Check our next case study

Rocket Agency has solved digital marketing challenges for hundreds of Australian businesses and run thousands of successful campaigns across SEO, Google Ads and Social Media to deliver tangible business results. Our case studies reflect our digital marketing expertise across industries and channels.

1.1M

impressions from target audience

73%

increase in website traffic vs previous period

61%

above CTR industry average for Facebook
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