Turning Traffic into Treasure: A Furniture Retailer's Digital Transformation
The Challenge
Our client, a furniture retailer, was running a Google Ads campaign centered around broad, general furniture category keywords. While this approach generated substantial traffic, the campaign struggled to convert these clicks into meaningful actions like sales or store visits. The primary challenge was that the traffic, while abundant, was not targeted enough. Many of the users clicking on the ads were not actively seeking to make a purchase, resulting in a low conversion rate.
Our Recommendation
To address the challenge of low conversion rates, Phelps Digital strategists recommended a strategic shift in the Google Ads campaign's bidding strategy. We transitioned the client from a "Maximize Clicks" approach to a "Maximize Conversions" model. This strategic move prioritized showing the client's ads to users with a higher propensity to convert, even if it meant a decrease in overall traffic volume.
By focusing on quality over quantity, we aimed to attract more qualified leads who were actively seeking to purchase furniture. This shift was particularly relevant given the high value of conversions for the client and the need to target users who were further along in the buying journey.
Measuring Results
+45% IMPRESSION SHARE
+10% CLICK THRU RATE
+18% CONVERSION RATE
+45% IMPRESSION SHARE +10% CLICK THRU RATE +18% CONVERSION RATE
The results achieved b this change in strategy were impressive:
Increased Search Impression Share (+45%): While overall impressions dropped by 77%, the campaign's visibility for relevant search terms actually increased. This indicates that the ads were being shown to a more targeted audience.
Improved Click-Through Rate (CTR) (+10%): The shift towards a conversion-focused strategy led to a higher percentage of users clicking on the ads, suggesting a stronger user interest. This is after we moved away from a click-focused bid strategy.
Significant Conversion Rate Increase (+18%): The most critical metric, conversion rate, saw a substantial jump. This directly translates to more sales and store visits for the furniture retailer.
By shifting the bidding strategy towards maximizing conversions, Phelps Digital successfully improved the effectiveness of the client's furniture category campaign. This case demonstrates the importance of tailoring Google Ads campaigns to specific goals and the value of data-driven optimization strategies.
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