MARTOR USA and its parent company have been one of the leading safety knife manufacturers in the world for decades. Their award-winning products have helped thousands of businesses nationwide protect their employees and limit workplace injuries.
MARTOR USA contacted The Loop Marketing for digital marketing assistance; they needed to outrank up-and-coming competitors in the safety knife field.
The Loop Marketing team, in collaboration with MARTOR USA, developed an extensive PPC campaign targeting high-value, conversion-driven keywords.
Challenge
With any e-commerce business, there are two primary challenges associated with PPC campaigns: retail competition and competitor competition. However, MARTOR USA faced a unique challenge: third-party distributors selling MARTOR USA products.
When performing an initial Google search for our products, we noticed a series of retail locations and indirect competitors selling MARTOR USA products. Due to their extensive range of products and long-standing history in the equipment industry, these parallel vendors have built trust with their consumers spanning decades.
MARTOR USA needed to highlight a more personalized service in only a few characters to outrank larger third-party distributors.
We also needed to look beyond distributors toward other safety knife companies. MARTOR USA needed to own its brand name, which required us to focus heavily on brand and product-related keywords.
Lastly, MARTOR USA and MARTOR may be under the same umbrella, but they are separate in the American market. We needed to emphasize and ensure that our customers found MARTOR USA products, versus accidentally ending up on the German MARTOR safety knife homepage.
The Solution: A Data-Driven PPC Approach
To help MARTOR USA dominate its market and outperform competitors, The Loop Marketing launched a highly targeted PPC campaign titled “Safe Cuts, Trusted Knives.” Our primary objective was to build brand trust, increase visibility, and drive high-value conversions while ensuring an efficient allocation of advertising budget.
We executed this strategy through three key components:
Precision Keyword Targeting – Conducted in-depth audience analysis to identify and leverage high-converting, brand-specific, and competitor-related search terms. We also monitored and adjusted keyword selections based on performance data, ensuring that ad spend was directed toward the most effective search queries.
Dynamic Bid Management & Performance Tracking – Continuously monitored and adjusted bidding strategies to maximize return on ad spend (ROAS) and minimize wasted spend. We leveraged data insights to refine ad placements, adjust bid amounts based on performance trends, and implement A/B testing to enhance ad effectiveness. This ensured that MARTOR USA remained competitive in search rankings while maintaining cost efficiency.
By focusing on these strategic elements and consistently fine-tuning the campaign based on performance analytics, The Loop Marketing ensured that every ad dollar spent drove meaningful engagement, increased conversion rates, and contributed to sustained revenue growth for MARTOR USA.
The objectives for the Safe Cuts, Trusted Knives campaign were straightforward:
- From April Year 1 until May Year 2, increase the Return on Ad Spend to over 500% (spend less than $1500 monthly while bringing in over $7,000).
- Drive $50,000 worth of gross profit through Google Ad sales.
- The monthly Google Ads budget ranged from $ 1,500 to $ 2,000 per month. The Loop Marketing Inc. charged an agency fee of $500/month.
Keyword Strategy
When implementing the Safe Cuts, Trusted Knives campaign, we primarily focused on identifying top-related, brand-focused keywords and ad words that retail competitors used to sell MARTOR USA products. We wanted to drive commercially driven traffic directly to MARTOR USA’s product pages.
We began by choosing a series of highly valuable, brand-related, and product-related keywords to focus on for our ad campaign. Each keyword represented the brand or a specific product name, including “MARTOR.”
Each keyword term had a moderate cost per click, but based on average order size and product cost, it had the potential to deliver massive revenue per click.
Over the course of 12 months, we developed ad campaigns around 11 of the top MARTOR USA brand and product-related keywords. We monitored the keywords, added additional high-performing keywords related to our target audience, and removed the lower-converting keywords/ ads.
Ad and Landing Page Experience
After selecting the keywords, the next step was to design attractive, informative, and creative copy that encouraged users to visit MARTOR USA’s website. Each ad copy was tested and adjusted to prioritize the highest-performing ads.
We understood that our customers didn’t want to waste time, so we sent them to the commercial pages they were searching for.
Results
- From April Year 1 until May Year 2, increase the Return on Ad Spend to over 500% (spend less than $1500 per month while bringing in over $7,000)
- By the end of May Year 2, the company had increased its ROAS to 641%.
- In May of Year 2, MARTOR USA spent $1,145 on ads while generating $7,344 in sales.
- Drive $50,000 worth of gross profit through Google Ad sales.
- From April of Year 1 to May of Year 2, MARTOR USA generated $94,700 in sales, compared to an advertising spend of $20,600. Thus, the company grossed $74,100 from our ad campaign.
