Increase local visibility with Google Ads
Metric Hub used Google Ads’ local action features to measure the success of AMOS Lightings’ in-store and local campaigns effectively, setting specific goals for these engagements. We also introduced local PMAX campaign formats to improve visibility in local searches, such as when people search for ‘lighting shops near me’ in places like Exeter.
Additionally, we utilised the local campaign format to optimise AMOS Lighting’s Google Business Profile, highlighting exclusive in-store offers and products. Through testing, we discovered that a 25% discount maximised customer traffic and profitability.
To overcome challenges such as limited reach in display campaigns and designer brand trademark issues, we adjusted our approach by incorporating customer match data, removing location restrictions, and working with Google Account Management to navigate trademark policies effectively.
Segmentation in Performance Max
Metric Hub improved AMOS Lightings’ existing campaign by segmenting their lighting and furniture brands into different PMAX campaigns, each with a unique bidding strategy. We also ran a separate Shoptimised campaign to promote lower-performing products.
To ensure AMOS Lightings’ ads reached the right people and met our targets, we created multiple asset groups for each brand, tailored to specific audience segments. We noted that the audience varied slightly across brands and adjusted the language for cheaper products and luxury items to make the ads more effective.
Creative Customer Targeting
Metric Hub tested App targeting to reach diverse customer segments for each of AMOS Lightings’ brands. This ad targeting strategy involved tapping into specific app categories that prospective customers would likely use, such as interior design, country living, and even public school apps, to reach an affluent demographic.
In Google Shopping, we utilised customer reviews and promotions to enhance revenue. By optimising product presentation and refining the product feed, we could direct the budget towards high-revenue items, resulting in increased visibility and sales.
Integrating customer feedback into our remarketing efforts significantly boosted display ad performance, while strategic postcode targeting drove foot traffic to AMOS Lighting’s physical store in Topsham with personalised promotions.
