THE CLIENT

Amart Furniture is one of Australia’s largest furniture, bedding, and outdoor furniture retailers. They are proud to provide customers with a wide range of furniture and bedding styles to suit all budgets across a wide range of national stores and online.

We were tasked with improving the ROI performance of the Amart Furniture PPC campaigns. In addition to this goal, it was imperative that online transaction volume continued to increase month on month and overall cost per transaction was reduced.

Search Factory also ensured that Amart Furniture remained dominant within the online space through consistent top-of-mind awareness and branding through both search and display activity.

THE OBJECTIVES

We liaised with the client to understand their objectives, and wider business targets. In doing so, we targeted specific improvements to:

• The amount of clicks they were receiving
• Their amount of impressions
• Their cost per transaction
• Their overall online ROI.

THE STRATEGY

In order to meet the objectives set, we implemented a combination of mobile, day-parting and keyword ROI strategies to improve overall account performance.

Ongoing analysis of mobile performance, specifically how users interacted with the Amart Furniture brand by device throughout each day of the week, revealed opportunities for bid changes across selected campaigns during specific hours of each day. This was facilitated through a combination of automated rules and an AdWords script designed in-house.

We also identified peak traffic periods and when competition was highest. This contributed to a bidding and budget strategy through scheduled bid adjustments to reflect the varied conversion rates, traffic volume and competition by time and day of week.

Looking at both current ROI performance of individual keywords within the account and historical keyword performance data, Search Factory was able to implement a carefully calculated budget and bid-placing strategy that forecasted ROI across each campaign month on month.

THE RESULTS

Overall, the results of the campaign showed major improvements across all KPIs valued by Amart Furniture. With the right PPC strategy, we managed to:

• Increase clicks by 242% – the result of both stronger targeting and a higher CTR
• Increase impressions by 86% – leaving less space for competitors
• Increase online ROI by 175%
• Decrease overall cost per transaction by 53%.