Solus Décor targets geographic areas for higher conversion rate during seasonal demands

Summary

The goal was to Re-establish Solus Décor’s online footprint through Google AdWords while exploring how to better engage new target demographics. Solus was also looking to Gain visibility of brand and increase sales across search engines, deliver highly qualified leads while minimizing CPC, take advantage of the burgeoning mobile user base for consumer searches and drill down marketing campaigns into regional targets that shift by season.

Company Background

Since 1998, Solus Décor has become renowned worldwide for modern, sustainable firepits, fireplace surrounds, tiles, and other concrete products. Solus Décor designs, researches, and fabricates at their headquarters in Vancouver BC with sales offices across the U.S., and their office in London, England expands their global presence. For years, Solus Décor’s self-managed online marketing campaign stemmed almost entirely from organic search results, and Google AdWords produced negligibleresults. In 2016, a major website revision resulted in an essential reset of the company’s organic search engine footprint. Solus Décor understood that AdWords was an effective path to re-establishing that presence for desiredkeywords. However, Solus Décor needed an expert team to guide their way. In October 2016, they engaged with Multiview to create a new AdWords campaign.

The Challenge

Solus Décor was also looking to gain visibility of brand and increase sales across search engines, deliver highly qualified leads while minimizing CPC, take advantage of the burgeoning mobile user base for consumer searches and drill down marketing campaigns into regional targets that shift by season.

“We were pretty devastated when we realized that our new website reset our organic search result visibility. Thanks to Multiview, we’ve regained that presence — and much more."

Brad Carpenter, CEO, Solus Décor

The Solution

The goal was to re-establish Solus Décor’s online footprint through Google AdWords while exploring how to better engage new target demographics. After establishing their campaign goals, Multiview created more precise targeting by maximizing geography-based advertising that shifted with the seasons. The resulting AdWords campaigns proved the highest conversion rates in the history of Solus Décor.

Consumers spend more time using the web on their smartphones than ever before, especially in the advent of voice-activated home interfaces and growing data networks. That means that the search for products often takes places away from the computer keyboard. With this rapid marketplace shift, Solus Décor wanted to create a more targeted campaign that could take advantage of this specific user group. Multiview understood this and engaged the previously untapped mobile user market, achieving a 45% higher CTR than from desktop.

"When we saw the reach of Solus Décor’s customer base, we knew there was an opportunity to have more efficient campaigns based on geography. As different locations have different seasonal needs, it made sense to individualize and update based on that. The results speak for themselves."

The Results

Since entrusting Multiview with their Google AdWords strategy, Solus Décor has seen new levels of success in online marketing. With more efficient keyword targeting, Solus Décor regained visibility in search results, all while minimizing budget. Multiview went even further, establishing regional and seasonal campaigns for Solus Décor’s international presence. The result is a campaign that truly delivers results, so much so that Solus Décor continues to increase their budget and is excited about the future potential.