Google AdWords

How Google AdWords Helps This Startup Drive its Online Sales

When Big Ray’s opened in 1947, founders and veterans Howard Cruver and Glenn Miller were simply trying to sell their surplus U.S. Army gear to hard-working Alaskans who needed it at a price they could afford. Fast forward 70 years, and Big Ray’s is a trusted provider of cold-weather, protective and flame-resistant clothing to outdoor adventurers, electricians, oil workers and everyone else who makes the Alaskan economy run. Now, as Big Ray’s looks to the future, they have their eyes set on another frontier. By leveraging the web and Google tools, they’re expanding their business well beyond the Alaskan border.

“We see an opportunity to grow our business online far outside of Alaska.”

Deanna Miller, Director of Marketing

“Online growth is endless. It’s just a matter of finding the right audience,” says Big Ray’s Director of Marketing Deanna Miller. To keep on growing, Deanna uses AdWords, Google’s advertising program, to find that audience and drive sales. “It’s been a great tool to bring awareness to our brand, both locally and outside the state of Alaska,” she says. “The brands we’ve promoted on AdWords are the biggest sellers on our site.” The company also uses G Suite tools Gmail, Docs, and Calendar to quickly collaborate, clarify, and confirm large orders to outfit entire utility and oil crews. If it gets done in Alaska, it depends on Big Ray’s—and Big Ray’s depends on Google.

Big Ray’s has 85 employees.

“We are an Alaskan company that knows what it takes and has the credibility to live and work in Alaska,” Deanna says. Big Ray’s now employs 85 people, has five locations in Anchorage, Fairbanks, and Kodiak, and is realizing 38 percent annual growth in online revenue. For Deanna, their real success is sharing an independent outdoor lifestyle with the local communities. “Small businesses are very important here. People are still trying to live the American Dream in Alaska,” she says. Chances are good that Big Ray’s will be outfitting those dreams for a long time to come.

For more information on the Big Ray’s case study, visit

Content provided by Google.

Previous Article

Use Livestreaming to Supercharge Your Content Marketing

Next Article
Team dynamics

Improving Team Dynamics in the Workplace

Related Posts
virtual assistant
Read More

How Virtual Assistants Can Benefit Startup Leaders

According to venture capitalist Bill Trenchard of First Round Capital, the average startup founder "works about 300 days a year, 14 hours a day." He should know. Trenchard cofounded and led three companies and, as a VC, advises hundreds of startups. "Looking at the schedule of a typical CEO, a full 70 percent of that...
Read More

9 Signs Your Business Needs Rebranding

When you've run a business for quite some time, it can be tempting to update the look and feel of your visual brand identity because you believe it’s the same-old-same-old. By rebranding, you might think that it can freshen your business and even give it a new life. But rebranding isn’t for always necessary. It’s...
succession planning
Read More

Your Business Legacy: Why Succession Planning Is a Crucial Step in Estate Planning

Running your own business is a mammoth task and a considerable investment. Statistics have consistently shown that small business owners have to work longer and harder than the average employee. So, after dedicating so much time and energy to building up a company, it’s crucial to protect it should the worst happen. Almost all of...
supply chain
Read More

How to Keep Vendors and Clients Happy During Supply Chain Hiccups

Supply chain breakdowns are happening due to global disruptions, rising costs and increased consumer expectations. Businesses can't always stop supply chain hiccups, but they can learn from them and limit their impact on vendors and clients. How a business responds to a supply chain issue can have far-flung effects. A company that is proactive and...