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Writer's pictureSade Euzebe

CASE STUDY: Enhancing Consumer Targeting Strategy for a Canadian Home Appliance Retailer

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: Increase online sales and drive store visits

  • Role: Search Engine Marketing Specialist

  • Project Timeline: 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: Maximised return on investment through optimized allocation.

  • Strategic Insights: Provided valuable consumer insights for long-term growth strategies


Key Takeaways


  • Data-Driven Insights: Essential for tailored strategies based on consumer behavior.

  • Targeted Messaging: 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.


Select the images below to view the full case study.




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