Sneak Peak:
Read this case study to know how a company used Google Adwords enhanced campaigns to increase its peak order hour conversions almost by 100%
Company: Miller’s Bakery
Industry: Food & Beverage
Tool Used: Google Adwords Enhanced Campaigns
Result: 100% increase in peak order hour conversions
Business Type: B2 B/ B2C
The Brand & the Story:
A family affair, Miller’s Bakery was founded in 1947 by Otto Hänel Miller in Cliffside Park, New Jersey. The business today is run by two of Miller’s grandsons, Dwight and Dave. The bakery owners take pride in making all of their products from scratch that include coffee, donuts, danishes, cakes, etc.
The food & beverage company wanted to boost local website traffic, increase in-store customers and capture customers 24 hours a day. The brand to achieve its objective made use of Google Adwords-enhanced campaigns. They adjusted the location bids for nearby, local, and mobile searchers as well as made use of mobile-specific ads.
The bakery was able to easily manage bids across devices, locations, and times of day and witnessed a 100% increase in peak order hour conversions apart from almost a 20% lift in site visits and a 35% lift in local clicks.
The bakery goes online
It was January 2011 when Miller’s Bakery went online with its website. The food & beverage brand started using Google AdWords just one month after it went online. The bakery locations are in quiet a busy area with a constant stream of new residents & commuters.
The brand wanted to raise awareness of both the bakeries in these areas driving more customers into the store for which it registered with Google Adwords. Adwords not only helped them target customers who were new to the area but also those who were passing through on their commutes.
The bakery usually takes most of its orders either over the phone or face-to-face in-store, so the brand ensured that it includes both location and contact information in the AdWords ads. They also included mobile ads in their marketing mix and created ads with ‘Get Directions’ links and click-to-call functionality in it.
Words by Dwight Miller
“If we didn’t advertise on both desktop and mobile, we’d miss out on a lot of customer touchpoints.”
“Our customers interact with our business using multiple screens.”
“They’ll look us up on their phones when they’re out on their lunch break. Then they’ll head back to the office and research cake ideas on their work computers. After work, they come into the bakery with photos of cake designs on their phone. If we didn’t advertise on both desktop and mobile, we’d miss out on a lot of customer touchpoints.”
Using the enhanced campaigns to make the most out of Google Adwords
In order to stay updated with the latest AdWords releases, the bakery upgraded to enhanced campaigns in April 2013 that are designed specifically for the multi-screen world of today and allows the management of bids across devices, locations, and times of day through a single campaign.
The brand made use of the upgrade center in AdWords for merging its mobile & desktop campaigns into a single enhanced campaign.
Words by Dwight Miller
“Enhanced campaigns are a lot easier, simpler, and more efficient. It makes sense because people are searching on their phones, tablets, and computers, and now you can reach them all with one campaign.”
Dwight Miller leveraged enhanced campaigns’ device, location, and time-specific features for honing the reach of his ads. For instance, he makes use of location bid adjustments in combination with location extensions for increasing the bids by 50% for those customers who search from within a 2-mile radius of either bakery location.
Bids were also increased by 25% for those customers who were searching from anywhere in Cliffside Park or Tenafly, the towns where the bakeries are located.
The brand also set the device bid adjustment as a large part of the bakery’s business is driven by phone calls, in order to bid 25% more for the customers searching on mobile phones.
Slightly different versions of the bakery’s ads were shown to customers searching on mobile with the help of enhanced campaign features. A click-to-call button, and a call extension, were shown to the customers on mobile compelling them to easily take action whether they required more information or wanted to place an order.
The brand also scheduled the extensions with the help of enhanced campaign features. They enabled the call button between the hours of 4 a.m. and 9 p.m. in the case of call extensions as this was the time they could respond to customer calls.
After a few hours, the call button was removed and customers instead were directed to the website contact form. This is how the bakery could show the right ad to the right user at the right time.
The Success
Results were apparent just after a few weeks of the upgrade to enhanced campaigns. Overall website visits increased by 10-20%, and conversions increased by almost 100% during peak midday ordering hours. Increasing bids on local searches enhanced the results as well, as local clicks went up by 20-35%.
Words by Dwight Miller
“With a limited budget, it’s important for us to concentrate our investment on searches occurring close to our bakery locations. We spent 50-65 % more in our target cities after turning on the location bid adjustment feature without raising our overall budget.”
