Iterate Marketing overhauled Ben's Cycle's product feed and introduced search campaigns, increasing return on investment 300% and average order value 21%. Ben's Cycle is a family-owned bike shop founded in 1928 in Milwaukee that was seeing declining ROI from previous paid search efforts. Iterate segmented Ben's Cycle's product feed on Google Shopping and used search ads and dynamic remarketing to further increase sales and close sales from visitors comparison shopping. This transition led to a 738% ROI the first month on Google Shopping, and continuing increased ROI and average order value, with total revenues reaching all-time highs.

1. 9725 SW Beaverton Hillsdale HWY #110
Beaverton, OR 97005
www.iteratemarketing.com
EXECUTIVE SUMMARY
In just three months, Iterate overhauled Ben’s
Cycle’s Product Feed and introduced Search
campaigns to the tune of a 300% increase in
Return On Investment (ROI) and a 21% increase
in their Average Order Value (AOV).
BACKGROUND
Founded in 1928 by Ben Hanoski, Ben’s Cycle
started as a family operated brick-and-mortar
bike shop in a Milwaukee neighborhood. The
entire staff still works out of the original building
on Historic Mitchell Street, priding themselves
on excellent customer service, the best bike
repair techs in the Midwest and a guarantee
to have what you need in stock. With twenty
employees, over 10,000 products and a brand
new, mobile-optimized website launched in
2013, Ben’s Cycle isn’t looking to slow down
anytime soon.
PROBLEMS & CHALLENGES
Ben’s Cycle had seen some success with PLA
campaigns from previous PPC companies but
their overall ROI from paid search had been
trending downward for months, despite attempts
to ramp up volume, and their Average Order
Value was at an all-time low. They tasked Iterate
with improving both metrics and tackling their
biggest hurdle yet: migrate their massive online
store from traditional Product Listing Ads (PLAs)
to Google Shopping.
[ CASE STUDY ]
BEN’S CYCLE
Return On Investment
Increased 300%, Sales
Reaching All-Time Highs
MAY-14 JUN-14 JUL-14
1,500.00%
3,000.00%

2. SOLUTION
Iterate overhauled their Product Feed and
segmented it into its most crucial sectors on
Google Shopping, organized by high-margin
products, top sellers and brands that Ben’s
wanted to introduce and aggressively drive
sales for through paid search. Using Search
Ads to drive volume, and re-targeting product
viewers and cart abandoners with Dynamic
Remarketing Ads, Iterate could close the gap
on visitors that were comparison shopping and
not immediately purchasing.
BENEFITS GAINED
The transition and re-structuring of the PLA
campaigns to Google Shopping proved to be
immensely beneficial. The ROI for Shopping
rose from 468% to 738% in its first month, and
continues to increase, trending closer to the
800% mark each month. The average order
value increased 21% with the transition and
optimization, from $113.42 per order with
traditional PLAs to $142.14 with the newly
launched Google Shopping campaigns. Total
revenue numbers have never been higher,
growing 15% month-over-month, and climbing
at just the right time with the nation’s biggest
shopping season just weeks away.
9725 SW Beaverton Hillsdale HWY #110
Beaverton, OR 97005
www.iteratemarketing.com
DYNAMIC REMARKETING ADS