Jet.com publicly launched in July 2015 as a one-stop-shop e-commerce company with a “real-time pricing algorithm.” Making headlines with its early success, Jet.com caught the eye of Walmart and was acquired in August 2016.
Jet.com reached out to Elite SEM in its infancy as a brand-new startup with a savvy online shopping model, having heard of Elite’s success with large online retailers. The company was ready to shake up an already very competitive industry and needed a proven and agile agency to help scale the business and grow the brand. Elite was tasked with integrating seamlessly into Jet.com’s operations to help achieve its dynamic goals of generating qualified orders and revenue.
Before Jet.com’s official public launch, Elite’s Paid Search and Shopping teams collaborated with the Jet.com team to gain a deep understanding of the client’s business model, goals, and objectives.
Elite started by building Jet.com’s Google and Bing accounts from scratch, focusing on three key areas: controlling performance more efficiently, creating detailed segmentation, and tightly aligning keywords with ads to tailor the ad experience to searched products. The team leveraged Elite’s best practices for Google Shopping, Product Listing Ads (PLAs), and Bing Shopping to implement an ideal structure and achieve Jet.com’s goals. RLSA, CRM, Similar, and In-Market audiences were also used to ensure the right users were reached across all campaign.
Elite’s efforts helped Jet.com significantly increase website traffic, efficiently scale across multiple channels, and surpass expected revenue goals.
As with any new startup, Jet.com needed to act nimbly and adjust strategies when necessary. Elite had to quickly adapt to changing direction, continuously updating Search and Shopping account structures across Google AdWords and Bing Ads. Cross-channel communication was a necessity, and the Elite and Jet.com teams were diligently responsive throughout the process, ensuring the group met success metrics in real time.
Elite also supplied Jet.com with regular site audits and conversion optimization advice: identifying potential conversion roadblocks, layout, and design opportunities to improve the customer experience, and suggesting additional user ratings and reviews for validation. The Jet.com team relied on Elite’s expertise to help steer its development in the right direction and used that advice as a springboard to create a truly successful e-commerce experience.
As Jet.com’s launch date came and went, Elite’s proprietary granular structure across Paid Search and Shopping campaigns began to pay off. Elite uncovered valuable insights into Jet.com’s shopper profile and the products in which that ideal shopper would likely be interested. Through detailed data analysis, Elite determined which categories drove high traffic but low revenue and which categories drove low traffic but high revenue. Data from various Google and Bing reports also provided insight into Jet.com’s shopper demographic makeup, including location and other preferences.
From the data analysis, Elite determined the most valuable products, categories, and keywords for Jet.com and recommended cutting back on others. Elite also leveraged this insight to further tailor Jet.com’s messaging to resonate with its specific audience.
In the first year, campaign structure and adaptability were crucial to Jet.com’s success. Receiving valuable insight on shopper behaviors and preferences from Elite’s Search and Shopping teams equipped Jet.com with high-quality messaging targeted to its audience and segmented by category. Elite’s efforts also helped Jet.com to significantly increase website traffic, efficiently scale across multiple channels, and surpass expected revenue goals.
Elite tracked Jet.com’s Paid Search and Shopping performance throughout the relationship. Working with Elite, Jet.com saw significant year-over-year campaign performance with revenue growth of 80 percent while spend increased just 2.5 percent—leading to over 76 percent growth of ROI.