How Dynojet Boosted Revenue By 125%

Background

Since 1973, Dynojet (DJ) has been the industry standard in automotive performance dynamometers and powersports performance products. They enable motorsport professionals and hobbyists to harness the extreme power of their machines. With a revolutionary combination of software and hardware, DJ is the only company that both generates horsepower, and measures it. From the early days of jet kits to optimize fuel-to-air ratios, to today’s horsepower measuring dynamometers, tuning devices, turbochargers, and clutch kits, DJ has pioneered and presented the best-in-class powersports products in the world. Their proprietary diagnostic technology is invaluable for any shop owner or serious powersports enthusiast.

Key Metrics

92%

Increase in Conversion

125%

Increase in Revenue YoY

4.91x

ROAS

“Having worked with Logical Position for the past eight years, with multiple brands across various industries, we’ve developed a winning recipe that has proven successful regardless of product or industry. During this time, I’ve developed nearly a dozen eComm channels from the ground up, during which I’ve also had experience working with several incumbent agencies at businesses I’ve worked for. I can say with absolute confidence that LP is my preferred partner for SEM and SEO services. With LP, we know we’re getting world-class service and performance, from the top Google premier partner.”

— Jackson Esselman, VP of Marketing and Ecommerce

Why Logical Position?

DJ worked with another agency who managed the account with default settings and broad matches. Unimpressed, DJ sought a second opinion and analysis of the account’s performance (or lack thereof) and turned to Logical Position. We quickly audited the account and identified their direct-to-consumer eCommerce channel’s potential. Our team immediately shared insights and strategies to boost their Google Shopping campaign and laid out a roadmap for the opportunity. At that time, Dynojet wasn’t competing on non-branded terms. They relied solely on a national network of retailers to promote the brand and products through traditional retail merchandising. As the gold standard in their industry, the LP team knew there was tremendous value in leveraging the brand equity of their business in the digital space. With a strong and intentional strategy in place the DJ team was ready to partner with us.

Our Strategy

LP started by building out segmented product categories in Google Shopping to bid more effectively on terms that converted with Dynojet’s target audience. Manually segmenting product categories gave our team greater visibility across their accounts, allowing us to scale each Shopping category based on individual performance. Additionally, because DJ’s clientele gave off easily recognizable buying signals for their products, we were able to hone audience targeting to improve campaign efficiency.

From there, LP built out trademark and non-trademark campaigns to ensure full coverage through Google search queries, and separated acquisition goals between new customers and past purchasers. To widen the campaign’s reach, we prospected powersports audiences with various Discovery ads to drive top of funnel traffic. Compelling YouTube videos remarketed to site visitors further engaged audiences and spoke to the competitive advantage of Dynojet’s suite of products.

When it came to running promotions, the LP team ensured Dynojet didn’t discount the fidelity of their domain authority with sitewide markdowns. We crafted a unique strategy to ensure DJ targeted new users with specific offers to inspire buying behavior.

Results

Dynojet saw great results through cross-promotional efforts.

• In a year-over-year comparison from November 2020 to November 2021, Dynojet saw a 123% percent rise in paid revenue, and exceeded their initial goals with a 4.91x ROAS and a 92% conversion rate.
• Dynojet beat its own goals, year over year, May 2022 versus May 2021. They experienced a 120% increase in revenue and a 114% increase in conversions and were still above goal at a 4.67x ROAS.
• Comparing April 1 through June 30, 2022, with the same span in the previous year, revenue increased 126%, conversions were up 98%, the conversion rate increased by 14%, and Dynojet had a 4.74x ROAS.

Is your business ready for a big boost? Reach out to us today for a complimentary account audit and strategy consultation.