Phelps Digital Helps Illinois-Based Furniture Dealer Improve Their Google Ads Paid Search Campaigns
CHALLENGE
In the competitive world of furniture retail, an Illinois-based furniture dealer found itself grappling with a significant challenge. Despite having allocated the highest budget to their most important Google Ads search campaign, the results were far from satisfactory. Conversions were minimal, and the campaign's performance was falling short of expectations. Frustrated by the lack of return on investment, the furniture dealer sought the expertise of Phelps Digital to revamp their struggling campaign.
SOLUTION
After assessing the existing campaign, Phelps Digital identified a crucial element that needed adjustment - the bid strategy. The recommendation was made to transition from the Manual CPC (Cost Per Click) bidding strategy to Maximum Conversions. This strategic shift aimed to leverage Google's algorithm to automatically set bids in real-time, optimizing for the maximum number of conversions within the given budget.
The impact of this change was notable. While the overall number of clicks decreased, the quality of the incoming traffic improved drastically. The refined targeting and bid optimization led to a remarkable increase in conversions over a six-week period. This adjustment also resulted in a decrease in the cost per conversion, maximizing the efficiency of the allocated budget.
RESULTS
Phelps Digital's recommended solution led to impressive results for the furniture dealer, including but not limited to the following notable metrics:
Cost/Conversion: A staggering reduction of 92% ($443 vs. $40), showcasing the enhanced efficiency of the revised bid strategy.
Conversion Rate: Soared by an astonishing 2637%, underlining the significant improvement in the campaign's ability to turn clicks into valuable customer actions.
Conversions: Skyrocketed by 1266%, illustrating the transformative impact of the strategic changes on the overall campaign performance.
Click-Through Rate (CTR): Marked a 32% increase, demonstrating that the refined bid strategy not only attracted more clicks but also increased the relevance of the audience.
Average Engagement Time Per Session: Improved by 65%, suggesting that the revised campaign was not only attracting more users but also keeping them engaged for longer durations.
The furniture dealer expressed their satisfaction with the results, noting that October was the store's best-performing month since January. The campaign's improvements not only translated into increased conversions but also optimized the budget, delivering a greater return on investment for the furniture dealer.