Carpet Land Inc.

Case Study

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

The Issue

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

The Goals

  • Audit and implement precise conversion tracking
  • Improve overall online exposure
  • Improve the 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 refined keyword match types to improve traffic quality and avoid unprofitable clicks.
  • Matched keywords to ad copy and used corresponding landing pages to improve ad rank, reduce cost-per-click, and improve 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 also increased organic conversions by 25%.
  • Display remarketing impressions grew from 2,000 in month one to 22,000 in month seven!
  • Customer gained confidence in Google AdWords marketing due to clear and definitive ROI reporting.
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