Client Overview: Maker & Moss is a premium furniture eCommerce business based in the USA. The brand specializes in high-quality, unique, and sustainable furniture pieces. Their online store, makerandmoss.com, offers a wide range of products, catering to customers seeking both aesthetic appeal and functionality.
Campaign Overview:
- Platform: Google Ads
- Niche: Furniture
- Country: USA
- Website: makerandmoss.com
- Duration: 1 Year, 1 Month
Campaign Strategy: The strategy involved a mix of Search Ads, Performance Max Campaigns, and Shopping Ads. We utilized manual Enhanced CPC (eCPC) and phrase match keywords, continuously optimizing the account to drive relevant traffic and increase conversions. Negative keywords were excluded at the account level to prevent irrelevant clicks.
Key Campaign Elements:
- Search Ads: Focused on high-intent keywords using phrase match. This allowed us to capture users actively searching for furniture products.
- Performance Max Campaign: Leveraged Google’s automation to reach potential customers across multiple channels, including YouTube, Display, Search, Discover, and Gmail.
- Shopping Ads: Listed all products, providing a visual and direct way for users to discover the furniture offerings.
Optimization Techniques:
- Enhanced CPC (eCPC): Used manual bidding with eCPC to adjust bids for clicks that were more likely to lead to conversions.
- Negative Keywords: Excluded irrelevant terms at the account level to ensure the budget was spent efficiently.
- Landing Page Optimization: Identified winning product landing pages, optimized them for mobile, and increased page load speed to improve user experience and conversion rates.
- Phrase Match Keywords: Continuously added and refined phrase match keywords to improve targeting.
- Ad Copy and Extensions: Created compelling ad copy and utilized ad extensions to increase ad visibility and CTR.
Results:
- Total Clicks: 77.4k
- Conversions: 821
- Conversion Value: $378k
- Cost Per Conversion: $91.87
- Impressions: 6.91M
- Total Cost: $75.4k
- CTR: 1.12%
Detailed Analysis:
- Search Ads: We targeted high-intent keywords using phrase match, ensuring we captured users actively searching for furniture products. By focusing on search terms like “modern living room furniture” and “sustainable dining tables,” we attracted potential customers ready to purchase. Regular keyword reviews and bid adjustments helped maintain a high-quality score and lower CPC.
- Performance Max Campaign: This campaign utilized Google’s AI to automatically optimize ads across multiple channels. By setting clear goals and leveraging machine learning, we maximized reach and conversions. The Performance Max campaign helped in identifying new customer segments and expanding the brand’s reach beyond search.
- Shopping Ads: All products were listed in Shopping Ads, providing a visually appealing way for users to discover furniture. Shopping campaigns were segmented based on product categories, and regular feed optimization ensured that product information was accurate and up-to-date. This segmentation allowed us to allocate budget more effectively to high-performing products.
- Landing Page Optimization: Winning product landing pages were identified and optimized for both desktop and mobile users. Improvements included faster load times, clearer product descriptions, and more prominent call-to-action buttons. Mobile-friendliness was a key focus, given the increasing trend of mobile shopping.
- Enhanced CPC and Keyword Optimization: Manual Enhanced CPC allowed for better control over bids, ensuring we paid more for clicks likely to convert. Regular keyword reviews, adding exact and phrase match variations, and excluding negative keywords helped maintain a high relevance score and efficient budget use.
Conclusion: The comprehensive strategy combining Search Ads, Performance Max Campaigns, and Shopping Ads, along with continuous optimization, resulted in significant growth for Maker & Moss. The campaign achieved a strong ROI, with a total conversion value of $378k against a cost of $75.4k. By focusing on high-intent keywords, optimizing landing pages, and leveraging Google’s automation, we successfully drove traffic, increased conversions, and enhanced the overall customer experience on makerandmoss.com.
Future Recommendations: To continue this success, we recommend:
- Further refining ad copy and extensions to maintain high engagement.
- Exploring new keyword opportunities and continuing to optimize the keyword strategy.
- Expanding the Performance Max campaign to leverage more AI-driven insights.
- Regularly updating and optimizing product feeds for Shopping Ads.
- Continuously monitoring and improving landing page performance, especially for mobile users.
This case study showcases the power of a well-rounded Google Ads strategy in driving eCommerce success in the competitive furniture market.
