Furniture & Mattress Outlet is a family-owned business established in 1988. It is committed to providing a pleasant experience to clients looking for furniture, mattresses, and home furnishings. At its 28,000 sqft showroom and website, it supports its hometown of Rancho Cordova, delivering high-value products and services.
Here’s a look at how our digital marketing strategists helped them reach their goals within the first months of our partnership.
Case Overview
The client came to us with valuable data from previous campaigns, which allowed us to quickly understand the position of their marketing efforts and campaigns. This input allowed us to select the Performance Max campaign as our approach to focus on expanding their reach and conversions.
A Closer Look at Performance Max
Performance Max campaigns (also referred to as PMax campaigns) allow users to access all Google Ads channels and inventory from a single campaign across Search, YouTube, Display, Discover, Gmail, and Maps.
PMax campaigns are powered by AI, allowing our client to access all their Google Ads inventory from a single campaign. Features allowed us to automatically mix and match campaign assets (creative assets and audience signals) to show the most compelling ads to customers.
Moreover, the ability to consolidate your campaigns removed the need to manage multiple campaigns; we promoted our client’s business across the Google Network from one campaign.
Online Business Objectives
Our main goal was to optimize the new Performance Max campaign to boost conversion rate and improve ROI. Our strategists explained how advertisers who leverage Performance Max see an average of 18% more conversions at a similar cost per action.
A Strategic Approach
We enhanced the campaign’s efficiency by:
- Targeting custom audiences (furniture keywords and competitor websites).
- Leveraging past visitors and buyers’ data.
- Expanding our reach with In-Market and Affinity segments.
- Ensuring essential assets (images, videos, headlines, and descriptions).
- Excluding the 18 – 24 age group to improve conversion rates.
The Results
In short, it went well!
After just a few months since our launch of PMax campaigns, our team increased conversions by 26.16% while reducing cost per acquisition by 23%. Below we share additional metrics as well as notes to follow along:
Getting Familiar With Performance Max Campaigns
We share the reasoning behind our recommendations with our client. Partners must understand why. Here’s a closer look at this campaign type and when they can serve advertisers.
Ideal for Advertisers Who:
- Have specific advertising and conversion goals such as “driving online sales.”
- Seek optimal performance of campaigns without limitations on channels.
- Easily manage a single, consolidated campaign.
- Aim to boost reach and conversion value beyond keyword-based Search campaigns.
Benefits include:
Pairing PMax with Search
Search campaigns use broad match keywords with Smart Bidding to maximize conversions on relevant queries. Performance Max improves keywordless AI technology to boost your search query coverage.
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Enhanced Coverage and Relevance
Performance Max uses AI to understand user intent, increasing search query coverage beyond traditional keywords through keywordless technology, and uses broad match keywords in Search campaigns to reach a wider range of relevant searches aligned with user intent.
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Smart Bidding for Maximized Conversions
Automated bidding strategies and data-driven decisions optimize bids in real-time for conversions, ensuring efficient ad spend when combined with Performance Max.
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Creating a Cohesive Strategy
Combining Performance Max and AI-powered Search through cross-channel insights on channel performance creates a holistic approach that drives conversions and builds brand awareness.
Map Your PPC Efforts With PMax
Learning from the experts is the best way to stay current with campaign strategies. Use the right digital marketing services to enhance your campaigns and get ahead of the competition.
