eCommerce and Retail PPC Growth

Background

Midwestern retail chain for life, work, home, and recreation with eCommerce and 48 stores in Minnesota, Iowa, Wisconsin, North Dakota, and South Dakota. Founded in 1955 – headquartered in Green Bay, WI.  Active monthly Granular client since 2016.

The Challenge

With products spanning multiple retail categories and unique online demand trends, Fleet Farm wanted to maximize omnichannel sales and encourage “buy online, pickup in-store” BOPUS sales while finding customers beyond its core five states.

The Approach

• Partnering with Granular and Google, Fleet Farm captured anomalous demand by monitoring Think with Google’s Rising Retail Categories to identify opportunities. It used local inventory ads’ Curbside Pickup beta for brick-and-mortar stores and increased Smart Bidding depth for eComm sales.

Granular’s Solution

• Build a PPC marketing strategy that would drive conversions through all stages of the buying funnel and drive measurable omnichannel sales. 
• Built from scratch best practices for Shopping and Local Inventory ads with shopping feed management and optimization
• Provided steady year-over-year growth to eCommerce and multiple focus categories for Fleet Farm
• Constantly test and prove new channels, new methods, and better measurement in the complex retail environment 

The Result

• Fleet Farm drove +157% sales at +126% ROAS year-on-year. The company also saw +308% sales across Home & Garden, its top category, and +696% sales across Health & Beauty, its fastest growing category.
• Fleet Farm drives the highest ROAS and second highest sales ever in with Granular
• “Granular has helped us reinvent our Google Ads strategy to drastically improve ROAS with new opportunities like the Curbside Pickup tag.”
  —Caleb, E-Business Manager