Over 95% of consumers go online to find local services and paid search ads occupy 100% of mobile search screens
CRW Flooring Depot is based in Westland, MI and serves the Detroit Metro area with a huge inventory of flooring, cabinet & countertop products including tiles, laminate, wood, stone & more with 4 million square feet of inventory. They are looking for leads through phone calls and form fills and visits to their storefront business. Also increasing their reputation and brand recognition in the area.
Being a retail campaign, the inclination for most people will be to browse inventory and then potentially shop around other websites and stores to find the exact product they are looking for. There were several times where we had to overhaul parts of the campaign to line up with the client’s goals and targets for that particular season. Whether that was to focus on tile or vinyl, wood or porcelain, flooring or cabinets. We made immediate adjustments, updated ad copy, keywords, bid strategies and extensions to line up with those goals.
We also created campaigns targeted at competitor keywords for Home Depot, Lowes and Menards in which we try to draw those customers to visit our site and store. We emphasized using Map Ad extensions where customers could get directions, read reviews, visit the website, or simply become aware of their business which is an extremely powerful tool, especially for local retail businesses with a storefront.
Once the search ads were running, we decided to incorporate Display and Retargeting Ads to further increase brand awareness and remind previous visitors to the website to reconnect with the business. This drives potential customers to their website at a fraction of the price of a Search Ad click.