Founded in 1994, Network Tool Warehouse is one of the leading providers of automotive, industrial and DIY tools in the nation.

They offer items from more than 120 vendors and ship from stocking warehouses located across the country in OH, PA, MD, MA, GA, IL, MO, TX, and CA.

NTXTools.com teamed up with CPC Strategy in November 2016 to improve their paid advertising efforts.

In less than 6 months, the company was able to significantly improve their Google Shopping efforts thanks to an increase in traffic, average order value, and revenue.

The Results

Period Analyzed: (Nov. 15, 2016 – March 30, 2017) vs. (Nov. 15, 2015 – March 30, 2016)

      • +189% AdWords revenue
      • +33% average order value
      • +79% overall online revenue
      • +120% overall online transactions
      • +125% overall traffic

 

We sat down to Michael Dimick, COO at NTX Inc. Coastal Tool Supply to discuss his company’s recent success and overall experience working with CPC Strategy.

Q. Why did NTX Tools decide to team up with CPC Strategy & what were your company’s objectives at the time?

A. Essentially, when we teamed up with CPC Strategy we didn’t know that much about Google Shopping. In many ways, we were paint-brushing over all of our products.

But we knew we wanted to partner with someone who was educated in the Google Shopping space, so we started to put our feelers out.

That’s when we connected with CPC Strategy (through an SEO agency) and ever since, the sky has been the limit.

Q. How has working with an agency impacted your business?

A. So far, it’s definitely had a positive impact on our business. Working with CPC Strategy has allowed us the opportunity to better understand our target market. Now, we can concentrate on the markets that we know we can excel in and avoid wasting time and efforts in places that don’t perform as well.

Having somebody that understands how to handle & analyze our feed has been extremely helpful to us. What CPC Strategy can do in a couple days total – would take three of our own employees over a week to work on. That alone has already saved us a lot of time and effort.

Pro-Tip: Understanding the Product Feed

A product feed is how a retailer communicates their inventory to a given product advertising channel. Shopping channels like Google will cross reference this data with shopper search queries and your bids to determine ad visibility.

While most marketers understand the importance of uploading feeds – it’s often lost how critical it is to optimize the feed data and sync it with a comprehensive Google Shopping strategy.

At CPC Strategy, we understand that the product feed is often one of the most overlooked aspects of effective product advertising due to its technical, often tedious nature.

There’s little information available around feed management strategy and feed technology can be underutilized from not knowing what it can actually do. Despite all this, product feeds remain the critical foundation to any successful product advertising channel – especially Google Shopping.

Want to learn about our feed management services or how to improve your current efforts? Check out our recent guide below:

Feed Optimization 101: Demystifying Shopping Feed Technology

Q. Since teaming up with CPC Strategy, which areas of the business have improved the most?

A. Since we teamed up with CPC Strategy, we’ve seen huge growth in our PPC efforts. The sales that are coming through overall online transactions has grown exponentially. We’re at 30:1 return on investment, which is huge.

Our biggest goal was to increase volume (and stay at that 30:1 return).

Working with CPC Strategy has also allowed us to clean up the imperfections in our data tracking. We’ve learned a lot and now we know how to tailor our catalog so that Google likes it.

Q. Does working with an PPC agency allow you to focus on improving or expanding other aspects of the company?

A. It’s definitely freed up our staff from having to take care of the feed. Prior to working with CPC Strategy, we weren’t managing our feed on a weekly basis. We were only managing our feed quarterly.

Q. Are there any upcoming goals or projects that NTX Tools is excited about in the year ahead?

A. We’re going to expand our live inventory function over the next quarter, along with adding more information for our customers (to include order item numbers and low pricing).

We’re also adding new vendors daily. We’ve already brought on some of the biggest names in air conditioning and automotive.

Reviews are also a huge component for our consumers, especially the target demographic that we focusing on.

Q. What advice can you offer to businesses who are considering working with a PPC agency?

A. CPC Strategy is helping us to open up a lot more sales than we’ve ever had before. So my advice to them would be – take a chance.

You’ve got to spend money to make money and sometimes you need to step outside of your comfort zone in order to realize what you don’t already know.


“NTX Tools is a success story for CPC Strategy because Michael and I keep an open line of communication,” Adam Harms, Retail Search Manager at CPC Strategy said.

“I’m always in the loop when they’re running a promotion or want to be more aggressive on a particular product type or brand. Helping us understand your business better can result in very impressive results. I’m excited to see how much more we can grow with NTX going forward.”

The Google Shopping Guide: 2017 Edition

Next-Level Implementations in 2017 for Advertisers on Google





 

About the AuthorTara graduated from the University of New Hampshire with a B.S. in Journalism / Business. Her passion for creative publishing and quality reporting landed her work opportunities at several companies in Massachusetts, New York and California. She is a leading voice behind CPC Strategy’s Blog. See all posts by this author here.