Driving In-Store Performance For a Global Appliance Manufacturer

Creating a Seamless Path to Purchase through Paid Search
38,000 Drove 38,000 incremental paid search clicks for the store location details
24% Increased paid search CTR by 24%
15,000 Generated 15,000 paid search clicks to driving directions

Guiding Consumers from Search Engines to Stores

Catalyst's client, a global appliance manufacturer, wanted to increase traffic and sales at their affiliate retailer locations. Through an advanced paid search program, we helped them ramp up in-store visits by creating a seamless online-to-offline consumer journey.

Catalyst made it easier than ever for our client to drive in-store visits at affiliate locations during the critical holiday period.

Summary

Catalyst made it easier than ever for our client to drive in-store visits at affiliate locations during the critical holiday period.

Using FUSION, Catalyst developed an advanced paid search strategy that leveraged local sales data, regional search interest trends, and other key consumer insights. We implemented geo-targeted campaigns, location-based ad copy, and Affiliate Location Extensions to lead consumers to the nearest affiliate retailer to make in-store purchases.

Affiliate Location Extensions gave searchers specific information about nearby retailers where they could purchase our client's appliances.

Driving In-Store Purchases

From store addresses to driving directions, Catalyst’s campaign directly guided searchers to physical stores.

Catalyst's advanced paid search strategy enabled lower funnel consumers to easily locate and visit nearby retailers.

Execution

Catalyst's advanced paid search strategy enabled lower funnel consumers to easily locate and visit nearby retailers.

Through Affiliate Location Extensions, we provided consumers with store location information or driving directions based on what would drive a higher CTR. We supplemented the extensions with geo-targeted campaigns with location-based ad copy. The location-based ad copy was dynamically updated to include the searcher’s city name in the headline of the ads. This maximized relevancy and made it as easy as possible for lower funnel consumers to visit the nearest retailer.

More traffic, better engagement, and a frictionless path to purchase

Results

More traffic, better engagement, and a frictionless path to purchase

After activating our campaign, this major manufacturer’s CTR increased 24%. In addition to increased engagement, Catalyst drove 38K clicks for the affiliate store location details, and over 15K clicks for the driving directions to affiliate locations.

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