Northwest Furniture (fictional company), a leading high-end furniture retailer, has contracted with the (non-existent) marketing company "Admazing" for paid search marketing services. NW Furniture has six locations in the Pacific NW: Portland, Bend, Eugene, Seattle, Tacoma and Olympia. They sell the following major brands: Aireloom, Baker, Councill, Guy Chaddock, Hancock and Moore and Henkel Harris. They sell basic furniture types: sofas, loveseats, dining room tables, chaises, bed frames, armoires, etc. Their competitors are The Furniture Company, Breydn Furniture, and Modern Furniture.
|Bed Frames, Armoirs, Dressers, Night stands, Vanities
|Dining tables, Dining chairs, Cabinets
|Sofas, Loveseats, Lounge chairs, Sofa beds, Chaises
|Desks, Deskchairs, Consoles
|Matresses, Bed frames
|Dining tables, chairs, sofas, desks, brand-specific items
|Beds, Sofas, Dining Tables, brand-specific items
|Chairs, tables, brand-specific items
|Hancock & Moore
|Sofas, Chairs, brand-specific items
|Bedroom sets, dining sets, brand-specific items
Budget based on the popularity of items or promotions in-store. If NW Furniture is selection-driven, then allocate more to the Furniture type campaigns or vice-versa.
Store sales records/reviews could guide the budget initially, perhaps start with a 60/40 split towards Furniture campaigns.
Use daily CTR/Analytics data to adjust bids as needed.
The ads below are written for the "bed frames" ad group under the Bedroom campaign.
Below are possible keywords for the "bed frames" ad group.
Given high-quality (read sexy) product photos/information and wish to promote their brands, they would benefit from display ads to reach potential customers. However, since NW Furniture is not seeking name-recognition, they may prefer to stick stick with Search Network ads to bring in ready-to-buy customers.
Remarketing ads could help bring back website visitors who didn’t convert: by using competitor's keywords, remarketing could entice those who began searching alternatives.
Possible conversions: landing on a location info page (perhaps a "Portland Showroom" URL), clicking driving directions link, signing up for mailing list, or viewing other contact info.
Analytics: look at Bounce Rate and Click-Through-Rate. This would give us an idea of whether or not customers are finding the information they need, e.g. a list of brands or store locations.
Examine Average session duration and Pages per session to see if we should focus on improving keywords (low duration and pages per visit) or landing pages (high duration and pages per session).
Since NW Furniture is already a leading high-end furniture store, shift focus to selection of high-end brands and types of furniture available.
Separate campaigns for furniture types (e.g. bedroom, dining room) + each notable brand would capture two types of customers: those interested in one type of fine furniture + those that need to know where to buy a designer piece.
With both campaign approaches, we can bring in users who wish to research styles/brands and those who know what they’re looking for and ready to buy.
Ad groups then break down into specific furniture pieces for each. Example: Both the “Bedroom Furniture” and “Aireloom” campaigns would have specialized “bed frames” ad groups; the Aireloom campaign version would promote only Aireloom bed frames while the Bedroom campaign version would highlight all bed frames.
Main goal: bring customers into the store with ads that are relevant to the keywords. Lead web traffic to information about what furniture or services are available in store since NW Furniture does not deal online. Ad extensions such as Location or Reviews could boost web-to-store conversions.
By promoting the selection of furniture types and information about top-designers with content-rich pages, the user would then be compelled to visit the store and get the unique experience of feeling the product.
Examine AdWords and Analytics data! See what users are doing after they click on your ads. Analyze CTR for each ad, consider altering or eliminating low-performing ads (see part 11).
One difficulty is that web-to-store conversions are hard to track, and NW Furniture relies on brick-and-mortar sales. Increased web traffic is great, but it may be difficult to tell if that translates into more foot traffic.