Carpet Land Inc.

Case Study

Established in 1954, Carpet Land Inc. is a locally owned and operated flooring dealer & showroom in Maryland. They offer top quality products and place extreme attention on service & customer satisfaction.
They have over 200 years of combined flooring industry experience.

The Issue

Carpet Land Inc. were an existing Google Advertiser and were not getting desired results from their online marketing efforts. They knew that they needed to be at the top of Google when customers were searching for their products, but had no idea if their strategy was actually working, and were unable to measure their ROI from Google marketing.

The Goals

  • Audit & Implement Precise Conversion Tracking
  • Improve Overall Online Exposure
  • Improve Quality of Website Visits

The Approach

1
Lead Tracking
  • Set up phone call tracking + email lead tracking and linked both together in Google Analytics as well as Google AdWords.
  • Provided customer with access to all Analytics dashboards so that they could measure results.
2
Improve Search Traffic Quality
  • Rebuilt keyword list to highlight only the flooring types showcased on website.
  • Utilized more refined keyword match types to improve traffic quality and avoid unprofitable clicks.
  • Matched like keywords with like ad copy and used appropriate landing pages to improve ad rank, reduce CPC and user experience.
3
Display Network Exposure
  • Designed a custom set of display ad banners.
  • Started with remarketing as a cost effective intro to the display network.

The Results

Conversion Rate
Increased
233%
Old
3%
New
10%
Cost Per Lead
Decreased
65%
Old
$170
New
$60
Impression Share
Increased
45%
Old
27%
New
72%
Display Exposure
Impressions
Old
0
New
100K+

Other Highlights

  • Our advertising campaign has also increased organic conversions by 25%.
  • Display remarketing impressions have grown from 2,000 in month one to 22,000 in month seven!
  • Customer is confident in Google AdWords marketing now that ROI reporting is clear and definitive.
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