HVAC Direct has over 200 SKUs and more than 20 product categories. In order to target the audience accurately and offer precisely what they are looking for, we have created separate campaigns for each product category. Each campaign contains both short-tail keywords and long-tail keywords, which allows us to engage the buyers in their whole purchase journey.
Similar keywords are grouped in the same ad group while different keywords are separated into different ad groups to make sure the ads and landing page are relevant. Dynamic search ads are also applied in each campaign to help fill in the gaps of the keyword-based campaigns.
We also created two extra campaigns on top of the product category campaigns. One is the branded campaign, which targets audiences who search for the product brands. The other campaign is to target people who search for more general keywords such as “HVAC tools online shop”, “refrigeration tools”, etc.
Although it took a lot of work to create the above campaign structure, the results are very rewarding. It allows us to analyse the data at a product category level and optimise the campaigns to maximize sales revenue.

The Google shopping ads enhance the visibility of HVAC Direct’s products and the images capture attention better than keywords or slogans.

In order to maximize the conversion value, we have created two kinds of shopping ads:

• Standard Shopping Ads
• Smart Shopping Ads

The smart shopping ads were upgraded to performance max shopping ads in June 2022. According to our testing results, performance max improves around 15% in conversion value at a similar budget.

Although Google automatically takes control of the smart shopping campaign, there are a few areas to work on in order to optimise the performance. For example,

• Sales conversion tracking is enabled, and online purchases are our preferred source of conversion events. This will make sure the ads will show to the most valuable audience and lead to sales.
• Remarketing tagging is enabled. Google Analytics is connected, from where remarketing audience list is provided to the smart shopping campaign to allow remarketing.
• Adjust target ROAS as needed. Because the sales are seasonal, we bid more aggressively during the winter season to capture more traffic.
• Provide high-quality Google Merchant Centre feed. The smart shopping ads rely on the product fee from the Merchant Centre. Google decides which product to be shown for a user’s search query based on the relevance between the search term and the product title and description. Optimising the product headlines and descriptions to include relevant search terms will make sure the most relevant product is shown, which improves the campaign performance as a result.

The purpose of technical SEO is to help search engine spiders crawl and index HVAC Direct’s website more effectively, especially for the product pages and product category pages.  Some of the most important factors to consider include mobile usability, site speed, and product-rich results. Structured data is used to enhance the products in the search results in rich snippets. In turn, give it a better chance of ranking highly. Some common forms of structured data are:

• Product name
• Aggregate rating
• Price
• Availability

We conduct SEO technical audits on a regular basis to make sure everything is on track.

On-page SEO plays a very important part in an eCommerce website. When people search for a product, we want the related product with a precise title and description shown for the related query.  Optimised title tags and meta descriptions will not only affect the rankings but also improve the CTR (click-through rate), which in turn increases the traffic.

We went through every product category page and product page to optimise the title tags, meta descriptions, image ALT tags, headline tags, etc. Although it takes a lot of effort and time, there are no shortcuts to quality work.

The off-page SEO contains two parts. The first part is to put the business name, address, and phone number on directory listings. Although HVAC Direct is an eCommerce store, it is still very beneficial to have the warehouse address listed on the major business directories in Australia.
The second part of our work is to build high-quality backlinks. It is a niche market. Building backlinks from websites within the same industry is super helpful to improve the ranking. We collected a list of business partners’ websites and related blogging sites. High-quality content is crafted to share knowledge and experience, which is one of the best ways to gain quality backlinks.