Optimized AdWords Campaigns
Local Pet Store Case Study
Overview
A local pet store contacted us about running a Google Ads campaign to drive traffic to their new and improved website, specifically to a page featuring their animals available for sale. Interested buyers couldn’t purchase the animal online, but they could learn about the animal and which local store currently housed the animal.
Campaign-Specific Google Ads Features
- Bid Adjustments
- Retargeting
- Ad Scheduling
- Affinity Audiences
- Gmail Ads
Challenge
It turns out, people search for puppies all day long. Children doing research for school, adults looking for dog memes, and potential customers all use Google to find what they are seeking. The client wanted to be present for potential customers, but not waste a lot of money on unrelated animal searches.
Solution
After consulting with the client, we drew up parameters for the Google Ads campaign. We designed the Google Ads campaign to point to the client's animal directory, and we measured how many users who clicked on ads spent time in those areas of the website.
The ads were scheduled to run all day, with bid adjustments according to the time of day. Ads displayed in a large radius around their stores, because people are often willing to drive to meet their new best friend. And a comprehensive list of negative keywords reduced the number of clicks from people uninterested in buying a pet.
The client has seen an increase in traffic to their animal directory. Foot traffic has increased in stores, and phone inquiries about animals available for sale have also increased.
Results
Traffic to the online animal directory increased after BoxCrush launched the Ads campaign. Foot traffic increased in stores, and phone inquiries about animals available for sale also increased.
Recently, during the state-issued stay-at-home order, visitor session-time for the puppy gallery increased, with the average visitor spending 3:42 on the site and viewing 16 pages of the puppy gallery.