Starting position

Big Bang Injection is an Austrian company that makes injectors for Dodge Ram cars with 6.7l or 5.9l engines. It works with B2B partners all over the world, but mainly focuses on North America (USA, Canada), where this type of car is driven the most.

Start of cooperation: march 2019 (cooperation is still ongoing)

The client inquired us that he would like to start an eshop and sell to B2C customers (sell to end customers). He had not set up an eshop and was not doing any marketing except for B2B customers.

Our common goal was to set up an eshop for the US market and start selling on the eshop.

Results through advertising and SEO

Total sales in 2019: $181,650.50

Total turnover in 2020: $551,209.55

Total sales in 2021: $767,001.00

2020 vs 2019 comparison

year-on-year increase in turnover by 203.45%

year-on-year increase in orders by 155.56%

2021 vs 2020 comparison

39.15% year-on-year increase in turnover

year-on-year increase in orders by 38.34%

Project challenges

• Product pricing is high – we added an affirm service to the e-shop that allows customers to buy products on installments
• narrow target audience – owners of Dodge Ram 6.7l or 5.9l vehicles
• the project was just starting with online marketing

How did we proceed?

1st year of cooperation

In the first year of cooperation we focused on 2 parts. The first is the performance part (start selling) and building brand awareness.

Performance

Before launching the campaigns, we did a keyword ranking analysis and competitor analysis. The main task was to find out what keywords customers were searching under. To kick-start sales, we chose a strategy of search advertising and shopping campaigns in Google Ads (formerly Google Adwords). The challenge was to target precise keywords that are related to the products.

Building brand awareness

The client had 2 videos that were suitable for the marketing mix. We also commissioned the client to produce specialist articles on the above topics.

• Why are BBI injectors the best on the market?
• What is the best injector size for my Dodge Truck with my specific setup?
• Why avoid Chinese injectors?

We promoted the videos on a YouTube channel where the data showed we were only targeting specific locations in the US, a limited target audience with an interest in Dodge vehicles.

We promoted the articles on very specific forums and discussion boards where people address any information regarding Dodge Ram cars.

• The main goal of YouTube ads: video viewing length
• Main goal of the articles: the number of people who read at least 50% of the article

2nd year of cooperation

The client’s goal was to start focusing more on campaign effectiveness and ROI. Most of the budget was put into performance and we started doing SEO instead of branding activities. The keyword classification analysis was already in place, so it was possible to start working on on-page adjustments. In this case, we chose a specific link-building strategy for the US market. We also launched social media ads to expand the scope of the marketing.

3rd year of cooperation

We increased the client’s ROI and recommended expanding the range from our client RaceMe, as the target audience was very similar. We tested new innovations in Google Ads account like smart shopping campaigns, discovery campaigns to look for new growth opportunities for the client. In SEO, we continued continuous link-building strategy to increase the authority and also the strength of the e-commerce site.

Conclusion

The client has been happy with us for a long time. Every year we increase not only the turnover of the eshop but also the profit of the whole collaboration. We continue to test new innovations in advertising accounts with the client. We decide together what else we want to test and come up with new ideas to move the eshop forward in the long term.