Challenge
The floral industry online is in high demand and, understandably, competition is fierce. Because of this, cost per click keywords in Google Ads were high, leading to a reduction in ROI. The old campaign was not maximised well, causing potential customers to have a negative impression and opting to purchase from competitors instead.
Solution
Upon further research, we revamped their SEM campaign and heralded platforms such as Display Advertising, Yahoo Advertising, and Bing Advertising to broaden brand awareness. Campaign keywords were classified into converting keywords and we scraped expensive keywords that were not bringing in sales.
We also worked with our regional strategic partners to discern varying consumer behaviours in different countries. The necessary revisions were put into place using targeting and optimization strategies. One example would be utilising Traditional Chinese ads for the Hong Kong market, leading to more conversions and sales revenue for FarEastFlora.com HK.
Results
Our observations found that there were improved conversion rates compared to the previous campaigns, resulting in an increase in ROI.