Case Study - UZO Furniture
Audit & Strategy
01Identifying issues and lost opportunities within the existing Google Ads Account and building a custom strategy that matches the client's business goals.
Google Ads Management
02Deploying SEM campaigns. Setting up conversion tracking and performance reporting. Creating a media plan and managing the yearly budget.
Optimizations
03Monitoring account performance. Identifying and proposing new tactics to improve main KPIs.
Results
04Increasing online quote submissions and store sales generated by ads.
About the project
UZO Furniture is a family-owned furniture store located in Augusta, Georgia. They carry the most popular brands and have an 18,000 square feet warehouse and liquidation center where customers can purchase furniture at heavily discounted prices. Most of their inventory is displayed on their website but the majority of their sales are carried in-store. They pride themselves on offering superior customer service and they have furniture designer experts available on site. The main challenge was that the client was missing an eCommerce feature on their website, which meant that users weren't able to order any items online, instead, they could submit a quote requesting the prices.
Identifying lost opportunities
The efficiency presented limitations in the existing Google Ads account due to the structural composition of the campaigns which mixed upper and lower funnel traffic together, decreasing quality scores and limiting proper budget allocations. The starting point was to restructure the campaigns in order to increase efficiency, relevancy, and to capture traffic from users that are actively looking to purchase furniture. The keyword universe included broad terms which triggered a large number of irrelevant searches causing early budget depletion and low conversion rates. Ads were not tailored to keywords was leading to low-quality scores, and inflating CPC. Ad extensions were used incorrectly resulting in missed opportunities. Conversion actions were improperly tracked causing misleading metrics.
Main Optimizations
Restructuring
Implementing brand and generic campaigns in order to strategise and manage budgets in accordance with performance level.
Improving Relevancy
Decreasing the keyword universe and excluding irrelevant searches to have more control over budgets and to reach the right audiences. Building ads and ad extensions tailored to each keyword group in order to increase the quality score which resulted in higher CTR and, CVR and lower CPCs.
Following Best Practices
Updating creatives across the account so that they are in line with Google's Best Practices and taking advantage of the latest features.
Leveraging Machine Learning
Tracking additional actions that were bringing value to the business such as phone calls ( +60 sec.), submitted quotes, store visits, and local actions. Following these changes, I was able to successfully leverage machine learning features by using smart bidding strategies in order to make real-time auction modifications resulting in higher and better-quality conversions.
Results
Increase in ROAS
Increase in in-store sales YoY
Decrease in CPS
The cost per in-store sale decreased significantly which enabled the use of the media budget more efficiently
Increase in CTR
The click-through rate increased and consequently the ads were more relevant to what the users were searching for
Increase in CVR
A considerable increase in conversion rate, resulting in more sales
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