Jerome’s Furniture Embraces Omni-Channel Marketing
Leveraging Local Search Advertising Tactics to Drive In-Store Sales
Jerome’s Furniture generates over $100 million per year in gross sales with a growing proportion coming through online channels. Ultimately, the majority of their sales comes from in-store traffic, so Jerome’s initiative was to capitalize on this reality by having their Retail Search investment – namely in Google AdWords –contribute to the growth of both online and offline sales.
Retail Search Advertising’s Role in Omni-Channel Marketing
Working closely with Jerome’s ecommerce team, CPC Strategy focused on integrating local Search Marketing best practices with Jerome’s AdWords and Bing Ads campaigns. The strategy behind having Jerome’s Retail Search channels drive both online and offline sales was a full-funnel approach, implementing display, text, and Shopping ads to accomplish this.
Jerome’s Primary Goals:
- Drive in-store sales to 1 of 10 locations in Southern California
- Drive web sales on Jeromes.com
- Better understand how their online ad spend is contributing to in-store sales
- Drive brand awareness through YouTube and the display medium
Increase In *Local Queries - Jan. 2015 YOY
Increased PPC Revenue- Nov. - Dec. 2014 YOY
Increased PPC Orders - Nov. - Dec. 2014 YOY
ROAS for Google Remarketing Ads - Jan. 2015
*Aggregate of AdWords Click-to-Calls, Tracked Phone Calls, and Store Direction Requests.
Elevating Jerome’s Omni-Channel Presence
CPC Strategy addressed all 4 of Jerome’s goals by leveraging AdWords to target all stages of the funnel
Goal 1: Drive in-store sales to 1 of 10 locations in Southern California
Rebuilt the entire AdWords account, breaking out individual campaigns targeting each of Jerome’s retail stores in Southern California. Targeted store locations by the immediate surrounding cities, a #-mile radius around the store location, as well as billing zip codes that each store is logging at their in-store P.O.S. system. Targeted search query “themes” by focusing on branded/Jerome’s-related terms, local/regional furniture stores, generic furniture queries, and competitor terms. Ultimately split up each campaign per store and throttled budgets accordingly, separating branded/Jerome’s-related terms and all other themes into two separate campaigns.
Goal 2: Drive web sales on Jeromes.com
Launched Jerome’s on Google Shopping. Customized ad copy to promote free same day delivery for online purchases. Matched all landing pages to the best webpage (home, category, product. etc.) for each individual keyword
Goal 3: Better understand how their online ad spend is contributing to in-store sales
Defined new “micro conversions” that are good leading indicators of future store visits, including phone calls and direction. Added a Call Now button on each store location page, which passes a custom event tracker to Google Analytics to track as a goal conversion. Added a Get Directions button on each store location page, which passes a custom event tracker to Google Analytics to track as a goal conversion. Harvested feedback from store managers and cross-referenced with sales performance reports by zip code.
Goal 4: Drive brand awareness through YouTube and the display medium
Leveraged existing television ad inventory on YouTube to help bridge the gap between, and expand upon, the reach of tradition television advertising across the digital domain through remarketing, prospecting, and timely announcements. Started Facebook advertising to both retarget past visitors as well as to prospect to new, similar audiences. Refined Google display advertising by using Affinity Categories and In-Market segments to focus prospecting. Implemented Google Dynamic Remarketing ads as well as static product-based retargeting ads to audiences based on categories they viewed in the past.
I’ve been working in the Ecommerce industry for over 20 years, CPC Strategy is the best Paid Search agency I’ve had the pleasure of working with. They understand my unique business priorities and challenges and how Paid Search fits into the big picture and our company’s Omnichannel goals – their outstanding service and execution reflects that. I feel confident that Jerome’s is on the cutting edge of the retail and ecommerce marketing spectrum.Scott Perry | Director of Ecommerce / Omnichannel