Case Study | Google Display Network

FLOR uses remarketing to increase Google AdWords revenue by 30% FLOR is an innovative system of carpet squares that lets customers assemble custom rugs, runners or wall-to-wall designs of any shape or size. Easy to assemble, portable and durable, FLOR squares quickly took off with urban customers, and the company now sells in over six retail locations. About FLOR

• www.flor.com • Location: Chicago, IL • Innovative carpet squares that can be assempled into any size or shape.

Goals

• Increase revenue: Needed to expand reach of online campaigns • Recapture lost conversions: Wanted to bring customers back to FLOR's website

Approach

• Created remarketing lists based on different actions web users took online • Tailored ad creative based on user actions

Results

• Revenue increased by 30%

Most customers place their orders online, making it necessary for the company to have an online advertising strategy. Laura McDaniel, Manager of Digital Marketing at FLOR, turned to Kevin Hill, Senior Paid Search Campaign Manager at ChannelAdvisor, to create effective online campaigns. ChannelAdvisor is a software provider that helps retailers sell more online by strategically employing e-commerce and online advertising channels. Recapturing lost customers Kevin took the lead, initially using only search ads. From there, Hill and FLOR quickly began looking for ways to expand FLOR’s campaigns. “There was a limited volume on search,” said Kevin. “Carpet tiles are definitely a niche with a specific audience, so our best performing keywords often had limited search volume” FLOR and ChannelAdvisor decided to try display advertising, and remarketing in particular, to broaden their reach. Remarketing on the Google Display Network lets you show ads to users who have previously visited your website. This meant that FLOR could show ads to users who viewed products online but still had not yet made a purchase. “Display is an ideal strategy especially for retailers like FLOR, where the buying cycle tends to be longer. Remarketing lets us continue to target interested shoppers to maintain top-of-mind awareness.” The strategy Kevin began by creating different lists based on what actions a user had taken on the site. For example, users who added products to their shopping cart without making a purchase would go on the “abandoned shopping cart” list. FLOR then created different ad creatives based on what actions a user had taken. “With the different lists, we could tailor our creative to the user,” said Kevin. “By making the ads as relevant as possible we were able to increase the conversion rate and drive a better ROI.” Results

And the results speak for themselves: By showing ads to users once they had left FLOR’s web page, FLOR increased their Google AdWords revenue by 30%. “Google's remarketing program has proven itself as one of the most costeffective ways to drive sales at favorable ROI’s for our e-commerce clients and has been integral in the growth of FLOR's paid search campaigns," said Kevin.

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