Diesel Dash Case Study | Driving New Revenue with E-Commerce PPC

Services

Analytics Marketing Analytics

Web Site Design + Development
Portfolio

CRO Conversion Rate Optimization

The Challenge

Kirby Corporation, a Fortune 1000 company, launched Diesel Dash in late 2020. The Diesel Dash e-commerce site ships diesel engine parts, oil, kits, and equipment to mechanics, truck drivers, and other diesel operators across the country. Diesel Dash’s business model filled a niche in the diesel engine service industry by providing access to tens of thousands of products available for quick shipping to customers.

Our main objective for Diesel Dash was increasing its PPC-driven monthly purchase revenue and reaching a 100% return on ad spend (ROAS) as well as increasing account registrations. This was a shift from our initial goal, which focused on brand awareness.

The Client

Industry E-Commerce
Location Houston, TX

Visit Site

Our solution.

Best PPC Campaign Finalist 2022 - US Search Awards

Our PPC experts developed a comprehensive plan to grow revenue and increase e-commerce transactions. Diesel Dash’s structure has evolved over time as it has grown. Our team implemented four campaign types to increase revenue and focus on our objective – Google Search, Google Shopping, Display, and YouTube. Some initiatives that led to success were:

Creative targeting and audience strategies
Product segmentation for budget control
Leveraging abandoned cart audiences and remarketing
Marketing attribution and analytics

Diesel Dash has seen tremendous growth in account registrations, revenue, and ROAS. Forthea exceeded our goal of achieving 100% return on ad spend with an annual average of 177%. PPC campaigns have brought in 2,006 account registrations and 1,757 purchases totalling millions of dollars in revenue to Diesel Dash.

308^%return on ad spend

What Makes This Solution Great

$1M+ increase in revenue

1,750+ purchases

2K+ account registrations

US Agency Awards: Best PPC Campaign 2022

US Search Awards: Best Use of Search: E-Commerce PPC 2022

US Search Awards: Best PPC Campaign 2022

Our PPC Approach

Google Search Strategy

We segmented out the top OEMs (Allison, Detroit, and Thermo King) on Google search ads into separate campaigns to provide greater control over the budget and test different strategies (budget, bidding, etc). This also meant that these main OEMs would not be competing against each other for spend or impressions within the same campaign. Within search campaigns, our ad copy has utilized tools such as Dynamic Keyword Insertion, questions, and noting same-day shipping.

Google Shopping Strategy

We launched Google shopping campaigns with select products and OEMs. The process was to first include high-revenue products across OEMs (which were put into separate ad groups). A secondary Shopping campaign was launched to provide groups with products between $10-$100 for OEMs such as Allison, Thermo King, Detroit, Deutz, and MTU. Recently, we started testing a Smart Shopping campaign with Thermo King and Allison products to increase our ROAS.

Google Display + YouTube

Display and YouTube campaigns primarily focused on prospecting (similar-to, custom intent) and Remarketing (abandoned carts, website page visitors) campaigns. We have been able to keep YouTube campaigns fresh by swapping out video assets periodically.

Targeting & Segmentation

Our strategy focused on segmenting out OEM targets based on part categories and price points. On Google search, we included both description keywords (Thermo King Water Pump) and corresponding part numbers (132269). As a niche industry, searchers often know what they need, presenting the opportunity to get in front of them when looking up part numbers. This strategy helped Diesel Dash face less competition and complemented our supplemental Google Shopping campaigns. When adding in these keywords (descriptions or part numbers), we first launched with higher-revenue items to help increase our revenue and ROAS on the products we pushed.

We brought Forthea in as a partner very early on in our journey to re-build our marketing program. It was without a doubt one of the best early decisions we made and since then have become an indispensable part of our extended marketing team and ongoing strategy. We've seen tremendous growth across all of our brands and they set the bar in terms of their professionalism and approach to their work. I would recommend the team at Forthea for any organization looking for a trusted partner to get them to their next phase of growth.

Director of Digital Marketing Kirby Corp / Diesel Dash