WineBeerCoolerDirect

WineBeerCoolerDirect sells premium wine and beer refrigerators online via Shopify. Sales had completely stalled. Exchange Four diagnosed the root cause and rebuilt everything.

WineBeerCoolerDirect sold wine fridges, kegerators, commercial kegerators, freezers and outdoor refrigeration as an authorised retailer for the major brands, competing on a price-match guarantee and free shipping. Selling other manufacturers' appliances means the product feed is the shop front — if prices or availability are wrong there, the advertising is wrong with them.

Source: winebeercoolerdirect.com (archived 2022)

• Shopify store sales crashed from $70K/month to $0 over 1 year
• Incorrect pricing data being sent to Google Shopping campaigns
• Wrong products being advertised in Google Merchant Center
• Google Ads campaigns running unchecked with structural bugs

1. 01In-depth analysis discovered pricing errors + Merchant Center misconfiguration
2. 02Fixed Google Merchant Center product feed — correct products and prices
3. 03Rebuilt Google Ads campaigns with correct conversion tracking
4. 04Website conversion optimization: improved UX and purchase flow

Paid search is bought attention, so structure decides whether it pays. Campaigns are built around buyer intent rather than product names, budget concentrates on the searches that convert, and the terms that waste money are excluded deliberately. Conversion tracking has to be right before any of it can be judged — an account without it is guessing.

Rebuilding from zero in a month is the claim, and in an authorised-retailer model the cause is usually mundane: a broken Merchant Center feed advertises the wrong products at the wrong prices, and no amount of budget fixes that. Note this study's key-metrics block disagrees with its own figure tiles in the source deck; the tiles above are what we publish.

• Source: Ecommerce ROAS benchmarks

• Why Most Marketing Reporting Doesn't Prove Anything
• How to Calculate Marketing ROI (And Why Most Agency Dashboards Never Tie to a Dollar)

Client

WineBeerCoolerDirect

Industry

Ecommerce / Appliances

Service

Google Ads

Website

winebeercoolerdirect.com