Norton Supply is a B2B company specializing in commercial dry cleaning and laundry service equipment and supplies. Norton Supply was founded in Norton, Massachusetts shortly after World War II to fill the local need for dry cleaning and laundry products. After almost 60 years Norton Supply is still family owned, and is now an international business!
After running Google AdWords for three years with disappointing results, Bill Mark, owner of Norton Supply, was ready to enlist some professional help to manage his campaigns. In Norton Supply's current AdWords account, there were a number of budget inefficiencies that were pulling money away from the company's main goal – to get greater market share and increase sales. Additionally, Norton Supply's AdWords account structure was complicating attempts to edit and maintain campaigns, ad groups and keywords, therefore preventing the company from achieving the highest possible return.
Volusion was able to identify and eliminate the budget inefficiencies that were affecting the account, and thus freed up funds to run ads for additional products and categories. Working within the account, Volusion created a more effective campaign structure and highly targeted ad groups. Ad groups were created to reach the B2B market in various industries and achieve greater market penetration across those industries. The ad groups were, therefore, focused not only around the products themselves but also the industries that Norton Supply was already servicing, as well as those that they wanted to pursue.
Norton Supply purchased a custom Fast Traffic plan in February of 2010 and saw paid search revenue increase by a dramatic 151% over previous efforts, resulting in substantially more ecommerce revenue overall. By making use of highly targeted keywords and ad text, Volusion was able to increase ad CTR and conversion rate by 360% and 828%, respectively. The advanced conversion tracking code that Volusion installed was able to accelerate the process of keyword and ad copy testing and provide firm benchmarks. Utilizing that information, Volusion was able to reduce Norton Supply's cost per conversion significantly.