Discover how, as a Senior SEM manager, I collaborated with a Canadian home appliance retailer to optimise their online presence and in-store foot traffic using Google Ads with a $70,000 CAD monthly budget. Through targeted strategies, our goal was to enhance sales and engagement. This case study showcases the key strategies, results, and insights for future marketing endeavors.
At A Glance
Industry: Home Appliance Retailer
Target Location: Canada
Monthly Budgets: $70,000 CAD
Goals:Â Increase online sales and drive store visits
Role: Search Engine Marketing Specialist
Project Timeline:Â Spring 2021
Key Strategies Implemented
Audience Persona Development: Created detailed personas from diverse data.
Consumer Preference Analysis: Tailored messaging based on shopping preferences.
Conversion Path Mapping: Mapped consumer journeys for precise targeting.
Iterative Strategy Refinement: Continuously adjusted strategies using data.
Optimised Resource Allocation: Strategically allocated resources for maximum ROI.
Results Achieved
Refined Targeting Strategies: Enhanced engagement and conversion across diverse segments.
Increased Online Sales: Drove higher online sales through targeted messaging.
Boosted Store Visits: Attracted more foot traffic, increasing offline conversions.
Improved ROI:Â Maximised return on investment through optimized allocation.
Strategic Insights: Provided valuable consumer insights for long-term growth strategies
Key Takeaways
Data-Driven Insights:Â Essential for tailored strategies based on consumer behavior.
Targeted Messaging:Â Improves engagement by catering to distinct preferences.
Continuous Optimisation: Crucial for staying relevant and effective over time.
Resource Allocation: Maximises ROI through strategic resource distribution.
Strategic Planning: Vital for driving online sales and store visits, fostering growth.
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