Driving Higher Quality Traffic for the Furniture Retail Co-Op
A furniture buying group, made up of independent retailers, contacted us to help them with the groups’ digital unit. They wanted to offer paid advertising to their members; however, they did not have the experience to continue executing campaigns with confidence. After evaluating our service package, engaging in several rounds of discussion outlining their KPIs and comparing the expertise of our team with their needs, the decision was made to form a partnership..
During the audit we uncovered that their Google Ads accounts were not structured to succeed and with some smart optimizations there would be ways to create some quick wins. Embedded within the campaign, there were several keywords under a single ad group, resulting in higher CPCs, the Branded terms were mixed in with broad keywords, and their Google Ads campaigns didn’t have any audience segmentation.
As a result, these campaigns were not driving relevant traffic to the retailers’ websites.
How We Did It!
When devising the digital marketing strategy, we considered the mindset of the furniture consumers and how they made their buying decision. It is typical that they start their journey online and then visit the store for final purchase. With this in mind, we focused on an action plan to increase website traffic which included:
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Running local search campaigns during the top-performing hours
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Targeting long-tail keywords to maximize budget efficiency
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Using tightly themed Ad Groups
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Creating one campaign per product
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Installing conversion tracking
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Analyzing consumer behavior with Google Analytics
After proving results through Google Ads, the buying group approved further campaign expansion to other advertising channels.
THE RESULTS
Franchisee 1
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CPC decreased by 42.16%
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Conversions increased by 382.07%
Franchisee 2
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CPC decreased by 26.59%
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CTR increased by 33.41%
Franchisee 3
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CTR increased by 51.03%
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CPC decreased by 19.74%
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