Achieved 12.22 Return on Ad Spend For Winnipeg’s Leading Furniture Retailer

The PPC Challenge

Kern Hill wanted to sell high-ticket furniture products from their Online store. However, the prices were on the high side, and due to buying inertia, their online store was not generating sales at the desired level, leading to vast wastages across their marketing funnel

The PPC and CRO Intervention

To improve conversion rates, I introduced a Buy Now – Pay Later integration, which helped to reduce the buying inertia and consideration time before a purchase

On the PPC side, I ran two main campaign types

1. Search Ads to Past Site Visitors (Non-Converters) + A Prospective Campaign: For Search ads, I used pricing and promo extensions to display discounts and offers directly within the SERPs. We also used countdown insertions to create a sense of urgency around these search campaigns, especially for clearance items
2. Performance Max To Utilize Google’s Remarketing Capabilities Across Shopping Surfaces: We then created 25 feed-only performance max campaigns comprised of single product ad groups (S.P.A.G.S), while ensuring that the feed was optimized with granular precision i.e. Reviews, ratings, google product categories, stock quantifies, promos, and search query aligned title modifications were all aspects of the feed optimization process.

PPC Results

With just $648 in ad spend, we generated 36 conversions at an ROAS of 12.30