A Comprehensive Marketing Strategy for Carbitool by Emote Digital

Emote Digital is all about creating long-term, meaningful partnerships. Their relationship with Carbitool started with Sutton Tools, their umbrella company.

Emote had built a large eCommerce site for Sutton Tools and as they’d built that trust, they were tasked with marketing their sub-brand, Carbitool.

Emote’s main goal has been to make Carbitool more discoverable over the last two years. How? By managing their SEO, Google Ads, and blog content.

Carbitool needed an agency that was going to be able to develop its brand presence in an extremely competitive market — woodworking tools. They needed a partner who knows how to cut through the noise.

Considering the sheer volume of Carbitool’s products and how specific their purposes are, Emote needed to ensure each SKU was perfectly optimized for SEO and properly promoted for Google Ads.

In conjunction with these specifics, they also needed wider industry themes covered through blog posts to enrich the content of their site, boost organic traffic and support the SEO progress.


Emote’s approach to content was to add rich blog posts to the website regularly. They covered popular topics and questions in the industry to drive new traffic to the site.

A blog is an excellent tool for answering FAQs, boosting keyword density, and increasing indexed pages. They ensured the content was rich in keywords and meta-data while still being interesting to read.


Google Ads

Emote has been managing Carbitool’s Google Ads since their eCommerce site went live in July 2019 and has been their primary form of digital advertising since then.

Carbitool is a great example of how results generally improve with time. Revenue (both on the site overall and from Google Ads) has grown steadily since the eCommerce site went live.

Why? Because time gives you:

  • More data to optimise against
  • Greater opportunity to generate brand awareness
  • The benefit of repeat customers

Emote’s approach was to generate eCommerce sales of router bits. A low cost per click was important because router bits can be cheap (for example, a conversion might only bring in $30) and Carbitool didn’t have an established eCommerce client base, which meant the conversion rate would pose a challenge. That’s why Smart Shopping, which generally has a very strong cost per click, has been a major focus for their approach to combating this challenge.

Emote adjusted the overall Google Ads budget regularly to continually optimize and implement knowledge from data.


Emote’s SEO approach has played a major part in Carbitool’s success. They optimized all of the product categories as well as specific product pages to hit keywords and rank highly.

This, combined with regularly updated blog content was the backbone of their SEO strategy. Each piece of content uploaded to the site was written with search volume in mind and the aim to increase traffic over time.

The Outcomes

  • 38% increase in new users to blog pages (over an 18 month period)
  • 29% increase in organic traffic (over a 12 month period)
  • 26% increase in Google Ads ROAS and 71% increase in revenue (over a 12 month period)

About Emote Digital

Emote Digital has been delivering integrated solutions with beautiful results since 2001 offering in-house WordPress, WooCommerce, Shopify, and digital marketing services.