State Vacuum
CLIENT
- State Vacuum is a retailer that sells high quality vacuums, filters, intercoms, security equipment, intercoms, and filtration systems through their location in Tampa Bay but also via their eCommerce shopping online. This company was started in 1946 and represents a third generation family owned business. It caters to residential, commercial, and industrial businesses. Having started in Tampa catering to local residents, its footprint has evolved to sell online throughout the United States.
- David Epstein and his son Joe run the business now with over 2,000 inventory items that they stock along with an active service and repair operation on their local premises.
- Customer service has always been the cornerstone of their operations however as their business demand has grown it has become necessary to utilize the online media to increase sales and brand awareness.
PROBLEM
- State Vacuum approached us to review their existing online presence and had already started with a Magento website that was dedicated for eCommerce conversions.
- Without any specific SEO or Google Ads, it was clearly apparent that they would need to professionally manage their Shopping cart along with a Merchant Center linked to their Google Ads account.
- In the beginning of the summer of 2019, we ran analyses of their competition, keywords, price points, and budget targets and launched their Google ads campaigns.
- With a vast array of products and diverse categories, it was clear that their campaigns would require an organizational approach that could focus on the highest profit products dedicating the larger budget there as well as the higher ticket items that would result in a high ROI and ROAS (return on ad spend).
SOLUTION
- Need SEO conducted a full audit of the client’s website, inventory listings, and product pricings relative to their competition.
- It was important to stretch the client’s footprint beyond a brick and mortar retailer and utilize their online strengths with our team managing the process.
- Need SEO established a solid PPC campaign along with a Merchant Center account that combined to gain greater visibility on the Google shopping network while using the paid ads platform.
RESULT
- The COVID 19 business interuption resulted in increased sales as more inquiries arrived for cleaning products, air filters, and health related items for household well being.
- The addition of masks and moist wipes to their inventory has propelled and satisfied much of the demand that was resulting in shortages in pharmacies and CVS and Walgreen locations.
