Schuurman Schoenen cuts AdWords campaign management ... Study...campaign management time in half...
Transcript of Schuurman Schoenen cuts AdWords campaign management ... Study...campaign management time in half...
About Schuurman Schoenen•Headquarters in Neede, Netherlands•Shoe retailer established in 1951•www.schuurman-schoenen.nl
Goals• Increaseefficiencyincampaignmanagement
•Tailoradsaccordingtousagetrends and device•Captureuserstodriveonlineand offlinesales
Approach•UpgradedallAdWordsadvertisingto enhancedcampaigns•Adjustedbidsbydevice,locationand timeofday•Createdmobilepreferredcreativeand scheduled call extensions•Used new data sources to make better decisions
Results• Decreasednumberofcampaignsby60%•Cutcampaignmaintenanceand optimisationtimeby50%•Helpedproduceincreasesinnumberof conversions and conversion rate•Contributedtogrowthinclick-through rateof50%anddecreasesincostper clickof10%
Founded in 1951, Schuurman Schoenen is a shoe retailer with 44 storeslocatedinthenorthernandeasternregionsoftheNetherlands.Itlauncheditswebsitein2007,andthesitebecametransactionalforecommercein2009.Sincethen,thecompanyhasbuiltamobile-optimisedsiteandadoptedamulti-screenstrategytoembracethevarietyofdevicesinusebyitstargetaudience.
From manual maintenance to automationTheSchuurmanSchoenenstrategycentredonreachingthetargetaudienceattherighttimeandontherightdevice.Accordingtothecompany’sonlinemarketeerKayoKleinObbink,relyingondesktoponlymightdriveonlinesalesbutwouldnotservetheneedsofitsbaseofon-the-movecustomerswhomightbelikelytovisitthebricks-and-mortarstores.“Inthepast,wefocusedonfindingtherightcombinationoftargetingmultipledevicestobenefitouronlineandofflinesales,”hesays,“sowecreateddifferentcampaignsformobile,tabletandPCtoadjustbids,advertisingmessages,keywordsandbudgets.”
Initially,KayoandhiscolleagueNiekvanderSchootmadetheseadjustmentsmanually,tweakingcampaignsdailytotrytogetrelevantmessagesontothescreensofpotentialcustomers.SowhenAdWordsintroduceditsnewenhancedcampaignsfunctionality,theywerepoisedtoputittouse.Specificallydesignedfortoday’smulti-screenworld,enhancedcampaignsoffertheabilitytomanagebidsacrossdevices,locationsandtimesofday,allfromasingle,scalablecampaign.Bysettingmultiplebidadjustmentstotargetwhat’smostimportanttoyourbusiness,AdWordsautomaticallydeterminesthebestadtoappear.
“We’ve seen a significant conversion rate increase and also increases in numbers of conversions. The click-through rate increased on average 50% and is still climbing. The average cost per click decreased by more than 10%.” –– Kayo Klein Obbink, Online Marketeer, Schuurman Schoenen
Initially,theyupgradedonlyonecampaigntotesttheintegrationforeaseofuse.TheythenupgradedallofSchuurmanSchoenen’scost-per-clickadvertisingtoenhancedcampaigns,relyinglargelyontheAdWordseditortostreamlinetheprocess.Overall,Kayodescribestheupgradeas“reallysmoothandquick”.
Thenexttaskwastoestablishbidadjustments.“WesetourmobilebidadjustmentsusinghistoricaldatafromAdWordsandGoogleAnalytics,”hereveals.Theteamspotteddifferencesindeviceusagepatterns,thenestimatedtherightadjustmentaccordinglyforeachspecificcampaign.Creativesweretailoredbydevicetoo.Forexample,aGooglemobile
SchuurmanSchoenencutsAdWordscampaignmanagementtimeinhalfwith anupgradetoenhancedcampaigns
CaseStudy|GoogleAdWords
searchwouldgenerateaSchuurmanSchoenenadwithshort,easy-to-readinformationaltext,sitelinkstopagesmostrelevanttoon-the-moveusers,andaspecificURLtothemobileversionoftheonlinestore.
“Furthermore,weimplementedlocationbidadjustmentstoincreasestoretraffic,sopeoplesearchingclosetothestorescanseeouradincombinationwithGoogleMapstofindastoreintheirownneighbourhood.”Finally,theteam’sanalysisuncoveredaperiodofthe24-hourdayduringwhichmostsearchesforshoesoccurred.TheyadjustedSchuurmanSchoenen’sbidstocaptureusersduringthisprofitabletimespan.
IncreasedefficiencyandgrowthinperformanceKayoreportsthatenhancedcampaignshaveservedtoeliminateredundancyandhavehadasignificantimpactonefficiency.Sincetheupgrade,SchuurmanSchoenenhasreduceditstotalnumberofcampaignsby60%.“It’swaymoreefficientandalotsimplerthanitwasbefore.Iusedtospendtwiceasmuchtimetomaintainandfine-tunecampaigns,”hesays.“Igotusedtothefeaturesreallyquickly.ThenewoptionsinAdWordsenableyoutofine-tunecampaignsprecisely.”
TheSchuurmanSchoenenmarketingteamhasintroducedanumberofnewinitiativesinrecentmonths,andtogetherwiththeimplementationofenhancedcampaignsthesehavecontributedtosomeimportantsuccessmetrics.“We’veseenasignificantconversionrateincreaseandalsoincreasesinnumbersofconversions.Theclick-throughrateincreasedonaverage50%andisstillclimbing,”Kayosays.“Theaveragecostperclickdecreasedbymorethan10%.”
SowhatareKayo’ssuggestionsforothermarketershopingtoreplicatethiskindofsuccess?“Myadviceistokeepafocusontheneedsofyourcustomers,”hesays.“Trytofigureouthowyourtargetaudienceusestheirdevices,specificallytofindandbuytheproductsorservicesyourcompanyisoffering.”
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“It’s way more efficient and a lot simpler than it was before. I used to spend twice as much time to maintain and fine-tune campaigns.” –– Kayo Klein Obbink, Online Marketeer, Schuurman Schoenen