Business Challenge

Scan Design, a prominent luxury furniture retailer operating nine showrooms throughout Central Florida, has experienced a decline in brand awareness over the past year. This trend is reflected in the decreasing volume of Google searches for their brand name. Contributing factors include the post-pandemic decrease in demand and a reduction in awareness media investment due to shifts in consumer behavior following the extended period of remote work and stay-at-home orders.

In preparation for their 2024 Memorial Day event, Scan Design aimed to revitalize their brand presence and drive a significant increase in foot traffic to their physical showrooms across Florida, while maintaining a budget increase of less than 5% year-over-year. This represented a strategic departure from the previous year’s focus on online sales. Recognizing the potential of Connected TV (CTV) to reach a broader audience and enhance brand awareness, our team collaborated with Scan Design to implement an innovative marketing strategy.

This strategy leveraged Google’s new CTV audience expansion beta, combined with Performance Max campaigns, to effectively target potential customers across multiple channels. By integrating CTV advertising into their marketing mix, Scan Design aimed to capture the attention of a wider audience, reinvigorate their brand image, and ultimately drive a significant increase in in-store visits. This approach not only addressed a gap in their existing marketing strategy but also allowed them to achieve their ambitious objectives within a constrained budget.

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Results

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The integration of Google Ads CTV expansion into Scan Design’s Performance Max and Video campaigns yielded remarkable year-over-year improvements across almost all showroom locations, with the sole exception being the Jacksonville location, where external factors unrelated to the campaign led to a decline in conversion metrics. Leveraging data from the Google Ads CTV expansion report, a modest +2.94% increase in spending resulted in an impressive +9.4x increase in impressions. This expanded reach translated to a +1.6x increase in clicks, further underscoring the effectiveness of CTV advertising in capturing audience attention.

The campaign’s impact extended beyond increased visibility, with a significant +115% increase in store visit conversions, showcasing the effectiveness of CTV in driving tangible, offline actions. Additionally, the campaign demonstrated exceptional cost efficiency, with a -52% decrease in CPA and a -90% decrease in CPM. These results highlight the power of CTV advertising to not only reach a wider audience but also to do so cost-effectively, delivering substantial returns on investment for Scan Design.

Overall, the integration of Google Ads CTV expansion proved to be a resounding success for Scan Design. The substantial improvements across key metrics underscore the effectiveness of this approach in driving campaign performance and achieving digital marketing goals. This case study serves as a testament to the importance of embracing emerging advertising capabilities like CTV to efficiently reach a broader yet qualified audience, thereby maximizing business outcomes.

+115%

Increase in Store Visit Conversions

-52%

Cost Per Acquisition

Objective

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• Increase Reach & Awareness: Test the efficacy of Google CTV expansion to efficiently expand the reach of video awareness and Performance Max full funnel efforts.
• Drive Store Visit Conversions: Generate a YoY (Year-Over-Year) lift in Store Visit conversions across all showroom locations in Florida during the business’s Memorial Day Event between 5/22/24-5/27/24.

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Implementation

Leveraging Google’s advanced suite of advertising tools, including the CTV beta expansion and Performance Max campaigns, we seamlessly integrated Connected TV (CTV) inventory into Scan Design’s existing video and performance marketing strategies for their 2024 Memorial Day sale event. By opting into the CTV beta feature within Google Ads Manager at the campaign level, we unlocked access to premium CTV inventory, enabling the brand to extend its reach to a highly-engaged audience.

The strategic integration of Performance Max campaigns further enhanced the campaign’s effectiveness by automating bidding and targeting across multiple channels, including CTV. Leveraging Google’s AI-powered optimization capabilities, the campaigns dynamically adjusted to real-time performance data, ensuring maximum efficiency and impact. This data-driven approach optimized ad delivery based on key metrics like add-to-carts, website visits, and cost efficiency, which have been historically correlated with in-store visits.

This comprehensive, AI-driven approach not only streamlined campaign management but also harnessed the power of Google’s vast network and advanced machine learning algorithms to deliver a world-class video campaign. As a result, Scan Design experienced a significant revitalization of brand awareness and a substantial increase in foot traffic to their showrooms. By increasing spending by only +2.94% across both Video and Performance Max campaigns compared to the same period last year, Scan Design was able to achieve these remarkable results while adhering to their budget constraints.

The campaign’s success was measured by three key performance indicators (KPIs): store visits (with a 30-day attribution window), cost efficiency metrics (including CPM and CPA), and add-to-cart actions. The campaign launched on the day of the sale, May 22, 2024, and ran through Memorial Day, May 27, 2024. Throughout the flight, the campaigns were continuously monitored.