Where We Come In
Our Work
Plank & Mill approached MWI hoping to grow and scale their business. MWI took on management of the PPC, Social, and Marketplace channels.
The goal was to scale spend while doubling Return on Adspend (ROAS).
Meet Plank and Mill
Their Mission
Plank & Mill (P&M) is a peel and stick, reclaimed wood wall plank company that provides high quality, professional products with minimal effort to install yourself. Made in the USA, this product came about with the surge in popularity of shiplap look boosted by HGTV shows like Chip and Joanna Gaines – Fixer Upper.
This case study provides an inside look at the work and results from our partnership. The primary work performed was:
- Social Media Marketing
- Paid Search Ads
- Amazon Ads Management
- Google Analytics
MWI is awesome. They present us with well thought out strategies, their communication is always timely, and we’ve seen our sales grow every year since we hired them.
Campaign Launch
APR
JAN
APR
JAN
NOV
Continued Growth
Revenue
Users
Step 1
Social Media Marketing
Plank & Mill felt their social media presence was lacking compared to competitors in the home improvement space.
MWI helped design a strategic social media marketing plan where MWI handled ads on Facebook and Instagram, and P&M committed to a consistent, social posting regiment.
During the last 12 months of partnership, Plank & Mill saw a 352% increase in website users and a 279% increase in website revenue.
+352%
Increase in Users
+279%
Increase in Revenue
Step 2
Paid Search
MWI removed poor performing search queries and restructured the account for best results. Next step was to implement advanced bidding and targeting techniques to expand impressions while keeping cost flat. This lead to a significant drop in cost per click and improving the paid visitor quality and interest in the product.
Meanwhile, instead of focusing solely on the final sale, MWI moved P&M to a full funnel approach. The ad type, creative, targeting, and message were all specific to what part of the funnel the user was in.
(Brand Awareness / Interest / Consideration / Purchase / Brand Advocate)
This led to a significant drop in cost per click. while also improving paid visitor quality and interest in the product, resulting in the return on adspend tripling.
Cost Per Conversion
$71
Number of Conversions
40
Cost per Conversion
$40
Number of Conversions
160
APR
OCT
Step 3
Amazon Ads Management
MWI took on management of the Amazon Ads campaigns. With the advanced search query knowledge from running a Google Ads campaign for 18 months, MWI was able to find unique shopping queries where competition was less fierce.
MWI lowered Amazon ACOS by 15% while increasing total sales.
Ads were customized for where users lay in the buyer journey.
- Brand Awareness
- Interest
- Consideration
- Purchase
- Brand Advocate
Step 4
Google Analytics
With all the improvements in place, P&M saw the importance of accurately measuring the success of their increased digital marketing activities. MWI changed the Google Analytics attribution model to a more advanced and customized, position based model.
This opened the door for P&M to launch digital marketing channels for each of the aforementioned funnels – and track those interactions through to final sales.
My favorite thing to do on Friday is open my weekly report from MWI. They’ve grown our business in ways no other agency could.
Conclusion:
Win-Win Partnership
As with all MWI partnerships, the goal is to create growth and increased revenue for our clients. Our partnership with Plank & Mill has allowed us to be aggressive in our marketing tactics and achieve the goals and outcomes necessary to grow their business through digital marketing. Today, Plank & Mill continues to thrive as an MWI partner. We are an advocate for their brand and the services they provide.
Let’s strengthen your online footprint and build a successful digital marketing strategy.
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