E-Hydroponics Case Study

Overview

eHydroponics is the most trusted name in hydroponics. eHydroponics believes customers need a one-stop shop where they can purchase all the needed supplies to successfully start or maintain their gardens. eHydroponics provides a professional, friendly environment where all gardeners, from beginners to experts, using soils or not, can walk away with the information and skills needed to achieve the results they expect.

Objective
Formic’s objective was to attract as many new customers to the eHydroponics website and drive conversions through PPC efforts, following the idea that new customers will become returning customers.

Challenge
eHydroponics operates in a highly competitive ad space with lots of vendors vying for the top position in the paid search market.

Strategy
Formic focused on highly targeted keywords in very refined ad groups. In addition, Formic used day parting within the advertising campaigns in order to maximize budgets and show ads to individuals that were more likely to convert to a paying customer.

Results
By focusing on-site optimization tactics and PPC campaigns around top assisting and branded PPC keywords, Formic was able to produce a significant increase in PPC revenue as well as driving increased revenue from direct traffic attributed to returning customers: