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L&M Fleet Supply

Search Engine Marketing

1. How to boost e-comm sales for a company with low digital brand recognition?

L&M Fleet Supply is a retail chain of eight stores in Minnesota and Wisconsin focusing on products for hunting, camping, sports, household items, home improvement, farm and automotive. With a 50-year history and stores spanning more than 70,000 square feet of retail floor space, L&M launched their first e-commerce website in 2010. 

Just because you start to offer purchasing options on your website doesn't mean that consumers will come. Strategic promotion and marketing must take place in order to drive sales. Now that L&M had joined the e-commerce world, they knew they would have to pursue targeted marketing through optimization and paid search.

2. Discovering seasonal demand and a niche market ripe for SEM

L&M's new website brought the opportunity and expectation for increased sales. But, there were many challenges. Largest of these, was L&M's non-existant digital brand recognition. To overcome these challenges, in partnership with L&M, our online marketing experts launched and managed extensive PPC campaigns, redesigned landing pages, optimized the customer check-out process, and handled the Google Shopping transition to paid product ads for a maximized ROI. 

3. Solution: Develop a multifaceted strategy and analyze performance to improve year-round efforts and capitalize on seasonal demand

Spyder Trap has been managing L&M's paid search efforts since 2010, and the relationship has seen nothing but growth along the way. Our search marketing experts have blended together the perfect combination of services to make L&M's profit margins grow through direct sales and lead generations. In addition to year-round services, our team capitalizes on seasonal demands to attract consumer interest for relevant products. 

In 2014 we saw growth in all metrics. The average online order value was $221.51 and the average cost-per-conversion was $14.91. This means that cost for each acquisition was roughly 6.73% of each order placed. Depending on the profit margin for each product sold, this is a relatively low cost. Average cost-per-acquisition in terms of percentage of sale value can often range from 5% to 50% of the calculated price of the average order placed, depending on industry, budget, keywords, and targeting.

4. Outcomes: 2014 Paid Search Highlights

43% increase in website Traffic YoY

7.59% increase in Conversion Rate YoY 

33.60% increase in Ad Cost

53.87% increase in Transactions YoY

57.63% increase in Revenue YoY 

53.96% increase in Unique Purchases YoY

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