SACVON, a Walmart Marketplace seller of primarily mobility devices, wanted to increase traffic and grow their sales. The company decided to use our Search Engine Marketing (SEM) tool to try to reach their immediate business goals. Our self-serve marketing portal allows sellers like SACVON to invest in SEM and promote their products in Google search results through shopping ads. Creating SEM campaigns helped SACVON reach more shoppers. It also provided data for them to devise a strategic approach to advertising items in their Walmart Marketplace catalog. Find out how SEM helped drive impressive click and conversion rates for SACVON.
GOALS
Increase traffic
and conversion
Grow sales
Devise a successful,
ongoing SEM campaign strategy
The Strategical Breakdown
To reach their goals, SACVON organized an initial SEM campaign using our tools and applied learnings about what approaches work best—such as optimizing their product listings and focusing their spending on successful ads—to their subsequent campaigns, as outlined below.
Initial campaign
SACVON decided to add all the items listed in their boutique catalog on Walmart Marketplace to their initial SEM campaign to test which of their items would perform best. They invested in SEM to ensure their campaign would last at least three weeks. By setting up an initial campaign period, they were able to accumulate enough ad-related data to give them insight into how to proceed with their next SEM campaigns.
Budget optimizations
After the first SEM campaign ended, SACVON saw the ROAS was above 6—a stunning success for the company—so they decided to increase their advertising budget and the campaign duration for their next effort. Equipped with their comprehensive ad data, they were able to optimize their ad spend by identifying lower performing ads and move their spending to products with a high conversion rate. Going forward, they’ve decided to increase the campaign budget when there are indications the campaign is effective, such as when spending is close to critical mass or when spending suddenly rises and the ROAS is high.
Future campaigns
SACVON saw a significant increase in sales of their mobility scooter series as a result of their successful initial SEM campaigns, which informed their strategy for future campaigns. Through their experience with SEM, SACVON learned the traits of desirable listings—such as the importance of highlighting beneficial product features and including high-quality photos—and will continue to apply these traits in the future. SACVON also decided to expand their advertising approach and work with Walmart Connect (Walmart’s advertising platform that helps brands reach Walmart shoppers online and in-store) to create ads on Walmart.com. This along with listing offsite ads using SEM to form a closed loop of traffic to their listings. This strategy enables SACVON to understand what type of marketing approach works best with their target customers and then use that data to better market to them.
BIG WINS
With high-quality product listings and a focus on developing a successful SEM campaign, SACVON saw an impressive increase in clicks, conversion and revenue.
5+M
Impressions
90,287
Clicks
$508K+
Revenue
12.51
ROAS
19.1%
GMV*
**Data provided by SAVCON
“Search Engine Marketing can effectively grow GMV and can expose more buyers to our goods.”
– Qingyi Wei, Head of SACVON Operations
Because of the winning results, SACVON plans to continue to use SEM and gradually increase their advertising budget on an ongoing basis. If you’re interested in trying SEM to grow your business, we’re here to help you get started.
