Project Description

Robinson Lighting & Bath Centre

Driving Qualified Website Traffic and Improving ROI

About Robinson Lighting & Bath Centre

Robinson Lighting & Bath Centre sells high-quality lighting, kitchen, and bath fixtures and is proud to be one of Canada’s most trusted lighting stores. The Canadian retailer targets discerning buyers looking for a unique look in homes. They operate a network of 32 retail and wholesale locations, with showrooms dedicated to the design-conscious consumer, designer, and custom home builder. Curating top-quality lighting for homes is their passion.

Client Challenge

Robinson Lighting & Bath Centre identified clear marketing goals and target demographics in their marketing plan. However, they did not feel that the traffic brought to the site from Google Ads at that time showed enough value to justify continuing with Adwords with that setup. They challenged us to drive more qualified traffic to their website and improve their Google Ads ROI.

Our Digital Marketing Strategy

After a detailed audit of the online campaigns, we recommended restructuring the entire account. Our focus was on improving:

Google Ads Audit

Robinson Lighting & Bath Centre is not an eCommerce website. The main goals of their website are to showcase the line of products from high-end designer brands, share content from their experts, and bring visitors to their showrooms across Canada. However, we found that, historically, every ad group, keyword, and ad type (search and display) had been grouped under one single campaign with a lack of relevance and focus. After a detailed audit of the current account, we established that this approach would not help the client meet their goal. This audit was the key to building Google Ads campaigns that aligned with their goals.

Targeted Campaigns

We separated the one campaign into nine campaigns (one per showroom) to control budget and conversions more efficiently. Each new search campaign is composed of several ad groups with tightly themed keywords to ensure maximum relevancy with the ad copy and landing pages. Keywords match types were changed to a mix of modified broad match, phrase match, and exact match. We also split search and display into their own campaigns and started building a remarketing list to promote new lines of products to their existing target audience. This increased the quality of website visitors.

Results

+226%

change in CPC

+547%

change in CTR

+1878%

change in Conversion Rate

Fewer More Expensive Clicks

The results of the Google Ads account rebuild saw a dramatic decrease in the number of impressions and sessions and an increase in the average CPC. The majority of the sessions from the old setup were generated by unqualified cheap display traffic due to the lack of targeting so those changes were to be expected with a switch to targeted search campaigns. The following three metrics alone make it look like the rebuild had a negative impact on the account’s performance:

  • +226% change in CPC
  • -73% change in Clicks
  • -96% change in Impressions

Higher Quality

However, the main goal of Robinson Lighting & Bath Centre was to bring more qualified visitors to the site. In order to define qualified visitors, we looked at the CTR, bounce rate, number of pages viewed per session, average session duration, conversions, and cost per conversion. The following metrics clearly demonstrate a huge increase in quality of traffic and encouraged Robinson Lighting & Bath Centre to be very aggressive with their KPI goals for the following year:

  • +547% change in CTR
  • +393% change in Conversions
  • +1878% change in Conversion Rate

Testimonial

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We are very pleased with the increased quality of visitors to our website, who are now engaging in our content and meeting our objectives. 1UP’s detailed audit and improvements are now informing even more aggressive metrics for next year – to improve our content and continue to build quality relationships with our clients.

Catherine Metrycki, Director, Marketing, Robinson Lighting & Bath Centre

It is time to ‘1UP’ your Marketing!

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