Case study · Manufacturing & industrial
Our work on Sutton Tools’ eCommerce website led to a second brief for its sub brand Carbitool: make a highly specific range of woodworking tools more discoverable through SEO, content and Google Ads.
The challenge
We built a large eCommerce website for Sutton Tools, and the trust that came from that project led to a second brief: marketing its sub brand, Carbitool.
Carbitool’s woodworking tools compete in an extremely competitive market, with a sheer volume of products, each with a very specific purpose. The business needed an agency that could develop its brand presence and cut through the noise, and the main goal over the past two years has been simple: make Carbitool more discoverable.
Approach
Three channels carry the work: SEO, Google Ads and blog content. Given the volume of Carbitool’s products and how specific their purposes are, we needed every SKU perfectly optimised for SEO and properly promoted through Google Ads. Alongside those specifics, wider industry themes needed covering through blog posts to enrich the website, boost organic traffic and support the SEO progress.
We have managed Carbitool’s Google Ads since the eCommerce website went live in July 2019, and it has been the brand’s primary form of digital advertising ever since.
Our approach to content was to add rich blog posts regularly, covering popular topics and questions in the industry to draw new traffic. A blog answers frequently asked questions, lifts keyword density and increases indexed pages, so we made sure each post was rich in keywords and metadata while still being interesting to read.
Carbitool is a good example of how results generally improve with time. Time brings more data to optimise against, greater opportunity to build brand awareness and the benefit of repeat customers, so we adjusted the overall Google Ads budget regularly to act on what the data was telling us.
The shift
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The work
Our SEO approach has played a major part in Carbitool’s success. We optimised all of the product categories as well as the specific product pages to hit their keywords and rank highly, which for a catalogue this large and this specialised was a long and detailed job.
Revenue, both on the website overall and from Google Ads, has grown steadily since the eCommerce website went live.
The regularly updated blog content, combined with the product optimisation, became the backbone of the SEO strategy. Each piece of content uploaded to the website was written with search volume in mind and the aim of increasing traffic over time.
Google Ads has run alongside since launch. Because the products are so specific, the campaigns are built to put the right tool in front of the right search, and the budget moves with the data rather than sitting fixed. Search advertising has been Carbitool’s primary form of digital advertising since 2019, and the revenue it brings in has grown steadily as the account has matured.
Product pages do double duty. Each one is optimised for SEO and promoted through Google Ads, so the same page earns organic visits and converts paid clicks. That is where the steady growth in revenue shows up.
Increase in organic traffic over a twelve month period.
Increase in Google Ads return on ad spend over a twelve month period.
Increase in revenue over a twelve month period.
Seasonal campaigns, such as the Father’s Day Performance Max creative shown here, sit on top of the always on search activity and give the brand a fresh reason to appear at the right moment.
The blog has done its job too, bringing new readers to the website through the industry questions it answers, and many of them are meeting Carbitool for the first time.
Increase in new users to blog pages over an eighteen month period.
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