Guiding a Direct-to-Consumer Retailer Through a Sticky Situation

The marketing engine that had powered Tape Jungle’s success — strong organic search engine results — was sputtering. The store’s site was slow, its design and customer experience needed improvement, and its content wasn’t structured for SEO success. Tape Jungle’s efforts at paid search weren’t closing the gap. Campaigns had been underperforming and, as we later learned, conversion tracking was broken.

The client’s business was a complex one, with thousands of SKUs, conflicting marketing objectives and several well-known direct competitors. Despite these challenges, Tape Jungle was embarking on building an ambitious new shopping tool — a 3D visualizer of custom tape designs — which would require complex system integrations and a fresh approach to its marketing strategy. 

The client approached Lineout seeking help with paid search campaigns, in an effort to stanch declining sales and softening organic search traffic. Our holistic analysis uncovered a variety of complicating factors at work, both operational and strategic, impairing Tape Jungle’s Google quality score and conversion rate. We executed a multi-pronged approach. By improving the site’s structure, design, content, and user experience, we increased the likelihood of converting visitors once traffic rebounded. To get that needed bounce, Lineout’s paid search team rebuilt the Google Ads account with a strategic focus on segmenting Tape Jungle’s product offering to attract high-spend business customers.

Creative copywriting, negative keyword tactics, and broad match keyword tests helped “pre-qualify” clicks (by filtering out low-spend retail customers), lowering the average cost per acquisition CPA and raising the average return on ad spend ROAS. Measuring the efficacy of our work necessitated a fresh implementation of analytics software, which played a central part in the ongoing conversion rate optimizations made to the site. Lineout also executed a repair to Tape Jungle’s original money maker: organic search. Capitalizing on structural changes to the site that enhanced its search visibility, Lineout designed a search-friendly content strategy spotlighting top-performing products and offering useful buyer’s guides to flex its domain expertise.