Problem: Luxury furniture company with high product customization and selection struggles with low online conversion rate

Analysis: With so many products and customization options it’s almost impossible to manually keep up with relevant keywords, especially when trendy / modern search terms are evolve very quickly. General category landing pages are not product specific enough and the user is left with a poor search experience.

Strategy: Implement automated campaigns such as dynamic search ads (DSA) and shopping campaigns to feature the most relevant products to each search

Execution: Segment DSA and shopping campaigns by furniture category and audience type to be able to invest in those searchers most likely to buy luxury furniture (past purchasers and recent site visitors) as well as layering on demographic targeting to all campaigns.

Results: Dynamic search ads were able to increase overall account CVR by 126% ultimately driving 1.2M additional revenue just one month after launching the new DSA campaigns.

Next Steps: Continue to build on DSA success, shifting the majority of budget over to top performing DSA campaigns and audiences.