For the tradies who needed toolboxes, the campers that need canopies and the hunters who needed dog boxes (to name a few), T.C Boxes was born with the simple objective of providing safe, reliable and secure storage solutions to the tradies of Australia.
Located in Victoria and New South Wales and with over 15 years of experience, T.C Boxes fully understands what customers want and at what price. Proving evident, T.C Boxes have seen constant growth over the past couple of years to be the most extensive toolbox and canopy range in Australia.
In June 2021, T.C Boxes wanted to increase the number of monthly leads and conversions, ultimately increasing their monthly revenue and as such, partnered with Online Marketing Gurus for assistance. Our onboarding process identified how an integrated marketing strategy involving a mix of SEO, PPC and Social Media was a suitable strategy to help T.C Boxes achieve their goals.
Through our initial audit (valued at $4,000), Online Marketing Gurus decided an integrated marketing campaign was key to achieving TC Boxes’ business goals. OMG discovered the potential the eCommerce brand had to grow bigger and better within the industry. All they needed was the OMG touch. By refining their SEO, PPC and Social approach, our Gurus enabled T.C Boxes to become a powerhouse within the market, quickly becoming every tradies best mate.
Expanding and optimizing content on popular category pages
Utilised Google Shopping and Dynamic Search Ads
Revamped Google ads account and keyword targeting strategy
Implemented product-based social campaigns for both TOF and MOF users
Strategy & Execution
We begin our winning integrated strategy with SEO. There are 3 core pillars to consider in every SEO strategy with those being technical, link acquisition and content. Technical looks at gaps and opportunities that require technical optimisations, link acquisition supports the technical findings with ongoing link acquisition and the content pillar helps identify the right keywords and phrases to target on your site.
Technical SEO looks at the behind-the-scenes of any website. Our onboarding process identified a number of technical findings that needed to be rectified to better the website performance and customer experience. Our findings looked at fixing unoptimised metadata and schema markup, rectifying incorrect sequence pagination, optimizing GMB and creating new static pages in the website navigation. Fixing these issues will promote a better user experience, thereby increasing the organic rankings of TC Boxes’ website.
Linking addresses how authoritative or trustworthy a website is. A website that is linked to highly reputable sources will be deemed as a trustworthy site, and as a result, will help organic performance. TC Boxes started with a domain rating of 5, which was below the rest of the competition. Therefore, OMG looked at keywords with low competition like ‘ute tool boxes’, ‘ute storage box’, and ‘aluminium tool boxes’ (otherwise known as low-hanging fruit) to capitalise on to supercharge domain rating.
Out of the three types of content targeting, those being informational, navigational and transactional, OMG focused on optimizing or creating content on the transactional level. This involved the creation and optimisation of category content by adding FAQs to ‘thicken’ pages, as well as expanding new page variants of main categories. As these are deemed important for Google, it was crucial we expanded the content on these pages to push TC Boxes into the top 3 positions.
How did SEO fair for TC Boxes? Well in just 6 months the eCommerce brand increased website users by 135% and 140% in new users, which amassed to a total of 2,353 online sales, equating to over $3.5 million in organic revenue!
Upon onboarding T.C Boxes as a client, Online Marketing Gurus had discovered a healthy Google Ads account structure with clear branded and generic campaigns. In saying that however, there were still plenty of opportunities to grow and improve on the current performance as our Paid Media Gurus identified a couple of issues hindering further success and business growth.
Some of the issues OMG uncovered included limited testing of ad copy, messaging and themes, limited negative keyword exclusions leading to wastage in ad spend and bidding on a high quantity of keywords, rather than quality, further wasting ad spend.
With these issues in mind, our Gurus began with keyword optimisations as well as building out the negative keyword lists to minimize wasted ad spend. Additionally, we opted to utilise Google Shopping as well as Dynamic Search Ad campaigns to help scale the account once search ads were performing well.
Were our optimisations worth it? In 6 months we were able to help T.C Boxes achieve a 15:1 ROAS for Google Ads, generating around $1.5 million in total paid revenue.
Our social narrative began with a restructure of T.C Boxes’ Facebook account. The account restructure that OMG implemented placed a primary focus on developing separate marketing funnels based on different products T.C Boxes promote. Our social strategy was a two-pronged approach.
Firstly, this new account structure utilised product-based campaigns at both the TOF (cold audiences) and retargeting levels. Essentially, these campaigns will target different audiences based on interest or lookalike overlays featuring specific copy and creatives that align with the products being promoted.
Secondly, each product will then have its own MOF (Middle of Funnel) retargeting campaign that aims to retarget users who visited the specific product or product category pages that are associated with the campaign. Using T.C Boxes “toolboxes” range as an example, OMG will retarget users that clicked on a specific URL that contained the word “aluminium-toolboxes” and “steel-toolboxes”.
How were the results from this social narrative? In 6 months T.C Boxes saw impressions increase by 366%, landing page views increase by 172% and an increase in clicks by 163%. This led to a 1,025% increase in social purchases, equating to an almighty 596% increase in social revenue.
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