Campaign OverviewCategory: Home Furnishing / Appliances
Budget: Ave spend on Display = R25 000.00 – R30 000.00
Our client in the Home Furnishing and Appliances industry only advertises online and their requirements called for an increase in overall brand awareness in order to raise their profile and effectively compete with established industry leaders, such as Rochester, Weylandts, Cielo Lifestyle, and Furniture Warehouse. As a logical consequence, the campaign strategy therefore had to lead to an increase in the overall conversion rate, while the cost per acquisition had to be managed more effectively, so that they could ultimately receive a significantly higher return on ad spend (ROAS).
Another goal was to increase awareness of our client’s brand as a whole, as well as to effectively link their Google Display and Search advertising with certain promotional products every month. Our client has a diverse variety of shoppers, and while these shoppers’ needs might be broadly similar, they do not all visit the store and use the online shop for exactly the same reasons.
Planning and StrategyBelow are some of the main goals of the campaign:
- Increase brand awareness.
- Increase overall conversions from online advertising.
- Reduce the average cost per lead.
- Bring new advertising avenues into play and suggest creative new ways to reach customers.
- Justify why online marketing is still the recommended method of advertising.
- Dominate the online industry through top-of-mind recall.
- Increase the total number of mobile users converting and engaging with the brand.
ResultsAfter ten months, we observed significantly improved statistics in all the important areas. Not only were the client’s goals reached, but we far exceeded the initial expectations set during the planning and strategising phases. The crucial decision to plan and implement a unique new Google Display campaign from the outset led to more investment, as well as revenue, from the campaign itself.
Increased traffic from Google Display Network.
Reduced Cost Per Click across all campaigns.
Increased Leads from Google Display.
Reduced cost per conversion on Google Display.
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