Woodcraft Supply: Hands-On Approach Leads to Increased Performance

Changes to Search Strategy Leads to 25% Growth in Q4

Woodcraft Supply is a retailer of fine quality woodworking tools, supplies, hardwoods, and education for amateur or professional woodworkers. Since 1928, Woodcraft has provided valuable necessities to woodworkers around the world. The company has a mail order catalog, over 70 retail stores, and a website with over 20,000 woodworking products.

“Adlucent is a breath of fresh air and helped us come out strong from the slump we were in.“

VINCE GRLOVICH VP OF SALES & MARKETING AT WOODCRAFT

Woodcraft had been with another agency for over ten years and was starting to see their traction level out. Working with an account manager that had multiple clients, Woodcraft realized they needed a support team who would have their account needs as their primary focus. They needed a change.

Adlucent’s personalized approach to account management was exactly what Woodcraft needed and they began seeing performance increases immediately upon Adlucent taking over management of the account.

By having teams dedicated to only one client, Adlucent was able to take the time to understand Woodcraft’s business, products, and goals which enabled the team to quickly create and implement strategies to suit Woodcrafts changing business needs.

Adlucent started by restructuring Woodcraft’s account to a more granular structure for both PLAs and search. The company took strict control of queries by breaking them down into individual groups making ad copy more relevant, they overhauled their bid management to make sure they were precisely targeting for low and high performing queries, and improved their categorization.

Additionally, Adlucent adjusted Woodcraft’s PLAs by adding title optimizations, improved categorization, BING PLAs, and funneling PLA queries to their best performing products. To help support the granular approach to PLAs and search, Adlucent also created higher performing ads that were more relevant and detailed to Woodcrafts business, introduced all applicable ad extensions, and used past performance to create a consistent and strategic bid management system.

With an improved PPC strategy in place, Adlucent was able to have an immediate impact on KPIs. Within the first 6 weeks of taking over the account, Woodcraft’s click through rate (CTR) increased by 76%, their average position improved from an average of 3.5 to an average of 1.3, and cost per click (CPCs) decreased by 40%.

Increased CTR by 76%

Decreased CPCs by 40%

Average position improves from 3.5 to an average of 1.3

Adlucent’s approach to constant, strategic bid management, feed optimizations, and improved categorization for PLAs led to a standout holiday campaign for Woodcraft as well. In November alone revenue increased by 50% year-over-year.

Adlucent

Adlucent is the performance marketing agency that proves outperformance has no limit. Powered by our purpose-built platform, Deep Search™, Adlucent unifies the best of human and machine for a scientific approach to marketing. We work transparently in partnership with B2C and B2B retailers and brands to create custom, predictive programs that drive ever-better outcomes. Our services include paid search, shopping, social, retail media networks, display media, video, performance creative, consulting, and measurement. Headquartered in Austin, Texas, Adlucent is part of Advantage Solutions and ranked one of the top marketing companies in the U.S. by AdAge.