In This Video
In this video, we explore how we were able to help an online tile-selling business get more exposure, attract more consumers, and consequently record a massive increase in its sales. Focusing on a vast offer of exclusive and premium tiles for various utilities in houses and offices, this firm struggled with irrational fluctuation and inefficient ad investment. They turned to us for a more strategic approach.
To overcome these challenges, we created a special Google Ads approach that aimed at audience targeting, the usage of product ads, and Google Shopping Ads. We also made changes to automated bidding such as Target CPA to help cut costs while at the same time improving conversions. Thanks to constant experimenting, adjustments, and campaigns, Performance Max, we managed to rake in $356,000 with an ideal ROAS of 5.45.
This case study is a good example of how targeted PPC strategies and ongoing optimization can result in enormous increases in visibility and sales.
Case Study: How We Helped an Online Tile Business Boost Sales with a Data-Driven Google Ads Strategy
In today’s competitive eCommerce landscape, home improvement and décor businesses are on the search for an edge, a means to increase traffic and in effect, generate more sales. In this blog, we are going to tell you about a successful experiment – how we tried to ‘make people do’ something using Internet selling business for tiles. Applying our approach to digital marketing the client was not only able to take a higher position online but also increase his revenues. That is why people from the home improvement, construction, and décor industry will find this case study useful for improving their digital marketing strategies.
Client Overview: A Leading Tile Supplier for Homeowners and Contractors
Our client is a well-established, growing e-commerce business focusing on diverse and superior-quality tiles intended for home and business use. This store’s extensive product offering ranges from luxurious ceramic and porcelain flooring and interior finish tiles, elegant glass tiles and specialty products; fulfilling the dreams of homeowners laying down new floors, hallways, or kitchens, entertaining an array of guests and clients in new stylish homes, or even contractors and developers building commercial and residential properties throughout the community.
This has to do with their strength of focusing on sustainability together with embracing the latest trends in design. They have a wide range of tiles that are environmentally friendly and update their tiles to the current trends in the market making them a provider of high-end tiles. The increasing demand for both home improvement projects and construction work implies that their eCommerce store has tremendous potential for future growth, especially with their expedited shipping options that set them apart in the competitive tile market.
The Challenge: Inconsistent Performance and Wasted Ad Spend
Even though the client has a highly popular product selection and enjoys great demand from consumers, it provides subpar digital marketing campaigns. They had been working with a previous agency but were facing challenges that hindered their growth:
- Inconsistent performance: They found that their campaigns lacked the consistency they needed to achieve good results.
- Low conversions: Some of them had a good product but lacked the sales that came with the amount of traffic they had a claim to.
- Ineffective ad spend: The client had problems with spending money on advertising and noticed they were unable to reach the right people.
The client turned to us for assistance concerned that they need to do more than just consistently post content to their feeder social media accounts to make a sale. They required a package in order to shift their digital marketing around, and that is what we gave them.
Our Approach: Google Ads for Your Business
To mitigate the issues faced by the client, we designed a Google Ads strategy that would help boost the results page performance and increase the conversion rate, thereby providing the client with better-quality traffic to their website. Here’s a breakdown of the strategies we implemented:
1. Audience Targeting and Segmentation
First, we worked on audience targeting – further refining the audience segmentation to make sure the ads are served to true high-intent buyers – the folks who are most likely to make a purchase. This meant defining different customer profiles, such as:
All homeowners who fancy a redecoration or improvement of their rooms or the entire house.
It targets contractors in search of tiles to purchase in large quantities for business, manufacturing, and development purposes.
By narrowing the targeting to these high-value segments, the ads were a lot more relevant and people engaged with them more. This assisted in increasing more relevant visitors, meaning spending the dollars advertised efficiently.
2. Product-Specific Ads
To further enhance the understanding of relevance, we developed product-specific ads. Every range of tiles was advertised uniquely, highlighting elements such as the style, the material used, and the sustainability factor. This personalized approach allowed us to target customers at different stages of their buying journey. From a simple window shopping to a click-and-buy person, our ads were most suited to their choices making the chances of conversion possible.
3. Optimizing Google Shopping Ads
One of the most critical components of our approach was Google Shopping Ads. Due to the tremendous potential of increasing traffic and conversion rates, these ads are especially preferred by eCommerce-type businesses: products can be pinned straight in the search results with a picture. As for the product feed, we made improvements to increase the client’s tiles’ visibility, particularly to the hot prospects, and the customers who are willing to buy.
Using clearer product images and better descriptions for products, we enhanced not only the CTR but also increased the traffic of clients’ websites. Google Shopping Ads were particularly effective in reaching customers willing to make a purchase and generate more sales with ease.
4. Responsive Display Ads for Brand Awareness
Along with product-specific ads, we used responsive display ads across various platforms to build awareness of the brand and engage users at different stages or phases of their buyer journey. The best thing about these ads is, that they dynamically adjust their size, appearance, and format to fit different screens, ensuring consistent visibility across mobile devices such as desktops, tablet,s and more.
The purpose of these display ads is to bring more potential customers to the brand and keep the businesses in front of the customers to influence their decision-making process. As the recognition of the brand among customers grow, so is the higher likelihood of conversions.
5. Leveraging Performance Max Campaigns
In order to take our Google Ads strategy to the next level, we linked Google Ads Performance Max Campaigns to reach more customers across various Google channels. Performance Max combines search, display, video, and more, allowing us to expand the reach and drive conversions across a broader audience. This enabled us to optimize the client’s Google Ads Campaigns in a way that drove more clicks and improved overall ROI.
6. Automated Bidding And Optimization
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The Results: Outstanding Growth and ROI
After we were done implementing this data-driven strategy, the results that we achieved were outstanding. With the help of continuous account management and adopting the best PPC (Pay-Per-Click) practices, the tile business witnessed a $356,000 increase in sales. A ROAS of 5.45 was seen which means the client earned $5.45 for every $1 spent on advertising. The client was extremely happy with the results that we achieved. His expenses were finally being leveraged to drive high-quality traffic that converted into real revenue. The client was so impressed with the results that he insisted on further expanding his digital marketing efforts. he is now considering testing Facebook ads and continuing to build on the success of their Google Ads Campaigns.
Conclusion
By implementing an audience-targeted Google Ads Strategy, product-specific ads, Google Shopping optimization, and campaign optimizations, the tile business was able to improve its online visibility and increase sales significantly. The client has now positioned himself for long-term growth in the competitive e-commerce market for home improvement products with a ROAS of 5.45 and over $350,000 in sales.
This case study is useful for all businesses in the home improvement business or home decor space to understand how to use Google Ads effectively to maximize visibility, drive high-quality traffic, and increase sales. As the market continues to evolve, staying on top of digital marketing trends and optimizing your campaigns continuously is crucial for sustained business success.
