Contributed by BTW Content Team

Dental Lab Direct is a lab and online retailer that delivers dental appliances directly to your door, eliminating the need to visit a dentist. 

Being able to consistently speak with 1 or 2 people from their team was great.” – Joe Bazzi, Founder of Dental Lab Direct

The Challenge

Dental Lab Direct is an online retailer that delivers dental appliances directly to your door, eliminating the need to visit a dentist. Dental appliances like partial dentures and retainers are costly on their own – visiting a dentist adds hefty additional surcharges that can prevent those with crooked or missing teeth from getting the products they need. These services can be performed directly from home, eliminating the need to visit a dentist.

The client approached us at 120/80 with three primary objectives:

  • Setting up their ecommerce operations
  • Building out a lucrative lead generation pipeline through digital paid and organic traffic
  • Identifying new opportunities for growth

Now just shy of a year after beginning their campaign, our digital marketing campaign for Dental Lab Direct has been a resounding success. Even as pandemic-related sales diminish, their sales continue to expand in all directions.

Our Approach

We began our campaign by starting where the client thought the greatest success would be achieved. After setting up ecommerce through Google Shopping, we experimented with adding additional channels to create more opportunities. The insights gained during this discovery phase allowed us to lift sales on products that were less popular while expanding sales for products with high demand.

Paid digital search generally focuses its efforts on Google, as the search engine constitutes a 92% market share globally. However, this percentage is not consistent across all demographics. It is estimated that around 71% of Bing users are 35 or older, and the average cost-per-click on Bing is nearly 60% lower than those on Google. As partial dentures constitute the bulk of Dental Lab Direct’s sales, targeting a search engine mostly frequented by older adults offered an easy opportunity to keep PPC costs low and revenue high. 18.5% of the clients traffic comes from Bing PPC efforts.

Our organic search campaign began with a competitor analysis to assess which terms they were ranking for, and keyword gaps that they had missed. A list was generated around these terms, and expanded to include related search queries. These keywords were further broken down by search volume against keyword difficulty to determine which content had the best opportunities for rankings.

The most successful content offers unique industry insights and perspectives. As our campaign gained traction, new keyword opportunities were discovered around products like DIY dentures – ones that dental experts have deemed neither safe nor reliable. Differentiating Dental Lab Direct’s services from these allows customers to learn more about what options will provide the best results, expanding our organic reach even further.


431% Return on Ad Spend


637% Increase in New Users


1650% Increase in Top 3 Ranking Keywords Positions

The Outcome

120/80’s campaign with Dental Lab Direct has been a resounding success. Over the course of a year, they have seen explosive growth with no end in sight.

A year after our initial engagement, our relationship with Dental Lab Direct has continued to evolve. A recent email campaign we launched has already seen a 1159% improvement in performance over the last three months when it was handled by a different vendor. Experimentation is essential to our methodology, and opportunities like this have allowed us to find new territory to expand beyond our competition.

Our success with Dental Lab Direct has taken place at all levels thanks to consistent communication between our team and the client. We have found competitors liable of optimizing an account at the beginning, and letting it run its course without communicating successes or missteps with the client. 120/80 recognizes that opportunities emerge throughout the life cycle of an account, and that the most successful digital marketing initiatives are an act of trial, error, and resolution.

Selling online is a great way to increase your sales. It’s flexible, can be done from anywhere, and you don’t have to worry about significant investments. To make the most of your online sales, you need to find the best marketplace to sell online that fits your business and meets your needs.

But first – what exactly is an online marketplace, and how do you know if it’s the right option for your business?

What is an Online Marketplace?

To put it simply, an online marketplace is an online platform that helps to connect buyers and sellers of a particular product or service. Users can browse through different products and services through the marketplace and then communicate with the seller to arrange a deal and make a purchase.

Marketplaces range from large-scale operations with thousands of sellers to small niche websites with a handful of vendors, though most marketplaces are a blend of the two.

How Do You Choose Where to Sell?

As you’re weighing your options for where to sell online, it’s essential to consider several factors.
First, you’ll want to determine which marketplace will work best for your business. There are several different options to choose from, so it’s essential to do your research and find the right fit.

These include:

  • Open Marketplaces: Open marketplaces are the most common marketplace, featuring a large network of buyers and sellers worldwide. They’re great for those who want to increase their sales volume and reach, but don’t have the time or resources to manage a more complex marketplace. Open marketplaces also make up the vast majority of marketplaces today.
  • Private Marketplaces: Private marketplaces are similar to open marketplaces, but feature a smaller network of buyers and sellers. They’re an excellent option for those who want to focus on sales but don’t want to be overwhelmed with the additional volume from an open marketplace.
  • Hybrid Marketplaces: A blend of open and private marketplaces, hybrid marketplaces are an excellent middle ground between the two. They feature an extensive network of buyers and sellers, but are still relatively easy to manage.

Once you’ve decided on the marketplace that best fits your business, the next step is to narrow your options even further by looking at specific features and benefits offered by different marketplaces.

For example, some marketplaces offer additional services like shipping, payment processing, and advertising. Others focus on a specific industry, making it easier for sellers in that industry to connect. It all depends on your needs as a seller and where you see your business going in the future.

10 Best Marketplaces to Sell Online

Selling online can be a challenge, but these top eCommerce marketplaces can help you reach a larger audience. Below, in no particular order, are 10 of the best marketplaces to sell online:

  1. Etsy is an online marketplace for handcrafted, vintage, and unique goods. It’s an excellent option for those who want to sell small-batch and handmade items or vintage finds. The large community of sellers on Etsy makes it a great platform to grow your brand – and the vast selection of customers makes it a great place to find new buyers.
  2. Amazon is an online marketplace that sells a vast assortment of products. With more than 100 million products to choose from, it’s a great place to build your brand and reach a broad audience. The Amazon community is engaged and loyal, making it a great place to build a profitable business.
  3. Walmart: The retail giant, Walmart, has its own online marketplace! The Walmart Marketplace features a large selection of products, which can be sold and fulfilled by Walmart. This makes it a great option for those looking to increase their sales volume while also having many
  4. Hudson’s Bay is a Canadian online marketplace featuring a large selection of high-quality products at great prices. It’s considered a more private marketplace and currently hosts roughly 500 third-party sellers with a wide selection of fashion, gadgets, and home goods.
  5. eBay is a global platform that connects buyers and sellers of everything, from antiques to apparel. It’s a great option for sellers who want to expand their reach, as the eBay community is passionate and engaged. The eBay platform is also one of the most trusted, making it a great place to build your brand and reach new customers.
  6. Facebook Marketplace is a section of Facebook that enables users to buy and sell locally. The Marketplace features a wide range of products for sale, which can be set as private or public. It’s an excellent option for those looking to build a community of loyal buyers and sellers while focusing their attention on the local market.
  7. Handshake is considered a wholesale marketplace that helps bring together brands and sellers to fulfill orders. The platform is still in its early stages and is only available in the U.S. market. The team at Handshake handpicks each brand that sells on the platform to ensure quality products and service.
  8. Swappa is an online marketplace for used smartphones, tablets, and other tech devices. The Marketplace features a wide selection of pre-owned devices, which can be sold and shipped directly from the Swappa platform.
  9. Rakuten is a Japanese online marketplace that connects buyers and sellers of products, services, and digital items. It’s an excellent option for those looking to reach a new audience, as the Rakuten marketplace reaches approximately 87% of the country’s population. The large selection of products, which can be found on the marketplace, and the large selection of sellers, make it a great place to build your brand and reach a large audience.
  10. Wish is a marketplace that sells a wide selection of products at affordable prices. The platform is known for its wide selection of products, offering everything from apparel to home goods. The Wish Marketplace is also an excellent place for new sellers, as the platform offers tools and resources to help sellers grow their business.

Choose the Marketplace that’s Right for You

While there are a variety of marketplaces that can be used to sell products online, it’s important to choose the right one that will work best for your business. By researching marketplaces and learning how they work, you can find the right platform to help you reach your sales goals.

Finding the right marketplace that works best for your business may take time, but the effort will be worth it in the end. By choosing the right marketplace, you can increase your sales volume, build a loyal customer base, and expand your reach.

Contributed by BTW Content Team

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