PPC Helps Furniture Brand Enter New Market and Achieve 99% Increase in Revenue

Challenge

EZ Living Furniture, a leading Irish furniture retailer, had seen plenty of success in their paid advertising efforts when it came to branded search campaigns but wanted to expand even further.

They faced particular challenges to make this expansion a reality such as fierce competition for unbranded search terms, reallocating budget effectively from branded campaigns and lastly breaking into markets outside of Ireland - specifically the UK.

Solution

Collaborating with The SEO Works, EZ Living began a strategic journey to overcome their challenges and achieve their objectives:

Market & Audience Research: We conducted a comprehensive analysis to understand EZ Living's audience and market trends. This informed the development of a tailored strategy which aligned with their core business needs and target demographics.

Product Analysis & Restructure: We restructured their account to focus on profitable products, grouping them by type and profit margin. Directed spending towards high-priority products based on performance and market trends across search, dynamic, and shopping networks.

New User Acquisition: We implemented performance-based campaigns to increase non-brand conversions and refine spending on brand campaigns. Improved product feeds and targeted specific demographics to capture their desired audience.

Brand Exposure: We developed a brand exposure strategy, which included YouTube and Display campaigns for top-of-funnel marketing and retargeting. Created engaging content and optimised brand campaigns to increase interaction rates and revenue.

Breaking the UK Market: We entered the competitive UK market by targeting similar audiences and creating audience funnels to increase brand exposure. Utilised responsive and static ads to showcase products, offers, and features, moving audiences through the purchase funnel to increase revenue and ROI.

Results

By executing this comprehensive strategy, EZ Living achieved remarkable results, including increased revenue, improved ROAS, and significant growth in transactions.

Their successful expansion into the UK market was driven by audience targeting, engaging content, and careful campaign optimisation, positioning EZ Living for sustained growth and success in a competitive landscape.