Challenges: Harrington Vacuums sought to enhance their online sales and increase foot traffic to their physical stores. They faced challenges in maximizing return on advertising spend (ROAS) and acquiring new customers efficiently while leveraging their BigCommerce platform effectively.

Strategic Approach: We implemented a strategic Google Ads campaign focused on optimizing ROAS and increasing both online sales and physical store visits:

1. Targeted Google Ads Campaigns: Developed targeted Google Ads campaigns to attract potential customers searching for vacuum cleaners:

• PMAX Campaigns: Utilized Performance Max campaigns (PMAX) with brand exclusions to focus on attracting new customers rather than existing ones.
• Customer Match Lists: Implemented customer match lists to target high-value customers based on previous interactions and behaviors.

2. Integration with BigCommerce: Integrated Google Ads with BigCommerce to streamline campaign management and optimize online store performance:

• Product Feed Optimization: Optimized product feeds to ensure accurate and compelling product listings in Google Shopping ads.
• Conversion Tracking: Implemented advanced conversion tracking to monitor online sales and attribute them to Google Ads campaigns effectively.

3. Continuous Campaign Optimization: Regularly optimized Google Ads campaigns to improve performance metrics and maximize ROI:

• Performance Analysis: Analyzed campaign data to identify top-performing keywords, ads, and audience segments.
• Bid Management: Managed bids strategically to optimize ad spend and achieve cost-effective placements.
• Ad Creative Testing: Conducted A/B testing on ad creatives, messaging, and offers to enhance ad relevance and engagement.

4. Increasing Physical Store Visits: Focused on driving foot traffic to Harrington Vacuums’ physical stores through localized advertising strategies:

• Location Extensions: Used location extensions in Google Ads to display store addresses and encourage nearby customers to visit.
• Promotions and Offers: Ran local ad campaigns with promotions and incentives to attract customers to visit physical locations.

Results and Impact:

Improved Return on Advertising Spend (ROAS):

• Achieved a 4x increase in ROAS within six months, demonstrating effective budget allocation and revenue growth from Google Ads.
• Last few months with steady monthly revenue increases:

Increased Online Sales:

• Enhanced online sales by 30%, attributed to optimized Google Shopping campaigns and improved conversion rates.

Boosted Physical Store Visits:

• Generated a 25% increase in store visits, driven by targeted local advertising efforts and effective use of location-based extensions.

Enhanced Customer Acquisition Cost (CAC):

• Reduced customer acquisition cost (CAC) by 15% through strategic PMAX campaigns and customer match lists targeting.

Conclusion: The collaboration with Harrington Vacuums exemplifies the transformative impact of strategic digital marketing in driving both online sales and physical store visits. By leveraging Google Ads alongside their BigCommerce platform, Harrington Vacuums not only achieved a significant increase in ROAS and online sales but also successfully attracted more customers to their physical stores. This case study underscores the effectiveness of targeted advertising and integrated e-commerce solutions in achieving measurable results and sustainable business growth.