erik - HOBM

20 Jan

Google Ads, Ad Strategy, Search Campaigns

Optimize Your Website and Landing Pages for Mobile: A Must for SMEs

January 27, 2025
By erik

Why Mobile Optimization is Crucial

Have you ever clicked on an ad only to land on a slow, poorly optimized page? Chances are you bounced right off. For SMEs, such a mismatch between ads and landing pages can be a conversion killer. Google also penalizes poor mobile experiences with lower quality scores, higher cost-per-click (CPC), and reduced visibility. This means fewer clicks, higher costs, and lost revenue.

Key Issues with Landing Pages:

Technical Issues:

Page speed and layout shifts: Slow-loading pages and shifting elements frustrate users and drive them away.

Content and Conversion Issues:

Mismatch in tone of voice: Ad copy doesn’t align with the message on the landing page.
Unoptimized headlines: The best-performing ad headlines aren’t mirrored on the landing page.
Speed and mobile optimization: Slow-loading pages, especially on mobile, drastically hurt performance.
CTA alignment: Calls-to-action should be consistent across ads and landing pages.
Lack of trust signals: Reviews, guarantees, and certifications aren’t prominently displayed.

To truly tackle mobile optimization, let’s break down three core issues: LCP, INP, and CLS. But first, let’s examine a common challenge—how URLs perform across devices. Technical issues like slow page speeds, unresponsive interactions, and layout shifts don’t just frustrate users—they also significantly impact conversions. Visitors are less likely to stay, click, or complete purchases when they encounter these problems.

Status Labels: Where Does Your Site Stand?

Google’s reports classify URL groups into three categories:

Good: Everything is running smoothly.
Need improvement: There’s work to be done.
Poor: Time to raise the alarm.

How Is Status Determined?

A URL group’s status is dictated by the slowest metric on that device. For example:

A page with “Poor CLS” and “Need improvement LCP” gets a “Poor” status.
A page with “Good LCP, INP, and CLS” on mobile but “Need improvement” on desktop gets “Good” on mobile and “Need improvement” on desktop.

Three Crucial Metrics

1. LCP (Largest Contentful Paint)

LCP measures how quickly the largest visible content on a page loads. This could be an image, video, or text block.

Good: ≤2.5s
Need improvement: ≤4s
Poor: >4s

Why is it important? Visitors decide within seconds whether to stay. A slow LCP drives them away.

Tip: Compress images and use a fast hosting server to improve your LCP.

2. INP (Interaction to Next Paint)

INP measures how quickly a page responds to user interactions like clicks or typing.

Good: ≤200ms
Need improvement: ≤500ms
Poor: >500ms

Why is it important? Nobody likes a page that lags after every click.

Tip: Minimize JavaScript and optimize interactive elements.

3. CLS (Cumulative Layout Shift)

CLS measures how often elements on a page unexpectedly shift. Think of buttons moving just as you try to click.

Good: ≤0.1
Need improvement: ≤0.25
Poor: >0.25

Why is it important? A shifting layout frustrates users and reduces trust.

Tip: Use fixed dimensions for images and reserve space for ad banners.

Mobile vs. Desktop: What Are the Differences?

Mobile internet usage continues to grow, with over 60% of total web traffic now coming from smartphones (SEMrush). However, desktop conversion rates are often higher.

What does this mean for your business?

Mobile users search and decide faster. This means your mobile landing page must be instantly convincing.
Desktop users take more time. You can include more detailed information on desktop.

The Business Impact

A poor mobile experience costs you customers and revenue. Here are the facts:

Lower Google ranking: Poor mobile scores decrease your visibility.
Higher CPC: A low quality score means you pay more for the same clicks.
Fewer conversions: Visitors bounce, leading to direct revenue loss.

The good news? This is fixable! By investing in mobile optimization, you can achieve higher rankings, lower ad costs, and increased revenue.

Conclusion

In a world where mobile browsing continues to grow, optimizing your website and landing pages is no longer optional—it’s essential. LCP, INP, and CLS are the building blocks of a strong mobile strategy. Better performance leads to more customers, lower costs, and higher revenue.

Ready to optimize your website? Get in touch with our team of experts at House of Brands Media. We’re here to help take your online performance to the next level!

Sources

web.dev. (n.d.). CLS (Cumulative Layout Shift). Retrieved from https://web.dev/articles/cls
web.dev. (n.d.). LCP (Largest Contentful Paint). Retrieved from https://web.dev/articles/lcp
web.dev. (n.d.). INP (Interaction to Next Paint). Retrieved from https://web.dev/articles/inp
SEMrush Blog. (n.d.). Mobile vs. Desktop Usage. Retrieved from https://www.semrush.com/blog/mobile-vs-desktop-usage/
Google Search Console Help. (n.d.). Core Web Vitals Report. Retrieved from https://support.google.com/webmasters/answer/9205520

20 Jan

Google Ads, Ad Strategy, Search Campaigns, Uncategorized

Branded Campaigns Are Stupid

January 27, 2025
By erik

Branded Campaigns Are Stupid.

At least, that’s what I hear from many of my clients. “Why would we spend money bidding on people who already know us by name?” they argue. On the surface, it sounds logical. If someone searches for your brand, they’re already interested, right? Why not just let your organic search results do the job and save the ad spend for finding new customers?

But is this actually true? Is skipping branded campaigns a savvy money-saving move, or are you leaving your business exposed to competitors and missed opportunities?

Let’s break down the myths, the risks, and why branded campaigns might just be the secret weapon you didn’t know you needed.

1. Protect Your Brand From Competitors

Competitors often bid on other brands’ names to divert potential customers. If you don’t run branded campaigns, their ads could show up above your organic results, stealing clicks from your business.

Example:

A customer searches for “Your Brand,” and the first thing they see is a competitor offering a similar product at a discounted price. You lose that customer because you weren’t visible enough.

2. Own the Top Spot

While your organic listing may rank high, paid search ads take up prime real estate at the top of the page. A branded campaign ensures you dominate that top spot with a compelling ad that grabs attention. This keeps competitors and distractions below you.

3. Control Your Messaging

Branded campaigns let you customize what people see when they search for your name. You can highlight:

Current promotions.
New product launches.
Unique selling points (USPs).

This is much harder to do with organic results alone, where meta descriptions and page titles have limitations.

4. Boost Click-Through Rates (CTR)

Branded campaigns typically have a very low cost per click (CPC) and high CTR because they’re highly relevant. By owning that space, you’re driving more clicks, leading to better engagement and possibly even improving the performance of your organic listings over time.

5. Gather Data for Retargeting

When users click on your branded ads, you can track their behavior and use that data for remarketing campaigns. This means even if they don’t convert immediately, you can stay in front of them later with retargeting ads.

6. Increase Conversions

Branded campaigns typically have higher conversion rates because these users are already familiar with your business and are closer to making a purchase. With the right ad copy and landing page, you can nudge them to convert faster.

7. Complement Organic Results

Even if your organic ranking is strong, branded ads and organic results work together to reinforce trust. Seeing your name appear multiple times on the search results page (both in ads and organically) strengthens your brand authority.

8. They’re Affordable

Branded campaigns have a much lower CPC compared to non-branded campaigns. You’re essentially paying a small fee to ensure your brand is front and center, which is a no-brainer when the stakes involve lost customers.

The Risk of Skipping Branded Campaigns and When to Run Them

If you don’t bid on your brand, competitors will likely step in and fill the gap. This means customers actively searching for your business could be distracted by competitor ads offering discounts or alternatives. Even worse, your organic listing might not always appear prominently—especially in competitive markets or if your business is relatively new.

Branded campaigns ensure you control the conversation and keep your customers’ attention focused on you, not your rivals. They’re a must in situations like:

Competitive Markets: If your industry is crowded, competitors will almost certainly bid on your brand name to siphon off traffic.
Generic or Similar Brand Names: If your brand name is commonly used or resembles other businesses, branded campaigns prevent confusion and guide customers to the right place.
Promotions and Events: Branded campaigns let you highlight sales, launches, or special offers that organic listings can’t fully showcase.
Newer Businesses: Without established authority, organic search rankings may not be strong enough to secure visibility, making branded ads essential to staying top-of-mind.

Skipping branded campaigns is risky—it can cost you both traffic and conversions. By running them strategically, you ensure your brand remains in the spotlight and customers aren’t tempted to click elsewhere.

How to Hack Your Competitor’s Brand Name

If your competitor isn’t running branded campaigns, it’s an opportunity for you to capture their traffic. By bidding on their brand terms, you can target users who are already searching for similar products or services, and direct them to your site with compelling offers.

The key is to stay ethical—don’t mislead customers or directly copy their brand—but instead, highlight your unique selling points.

By setting up competitor-specific campaigns, creating targeted landing pages, and using remarketing, you can effectively steal their traffic and convert it into sales. But remember, it’s important to stay compliant with Google’s policies and monitor performance regularly.

For a deeper dive into how to leverage this strategy, read the full article here.

Burger King vs. McDonald’s

Burger King has a history of leveraging its rivalry with McDonald’s through creative online campaigns. For instance, the ‘Whopper Detour’ campaign utilized geolocation technology to offer customers a Whopper for one cent if they were near a McDonald’s, redirecting them to the nearest Burger King. Full Article Geospatial World

Additionally, Burger King has engaged in social media banter, often poking fun at McDonald’s menu items and promotions to generate buzz and engage audiences.

Conclusion

Branded campaigns are not just about defending your space—they’re about leveraging your brand’s momentum to drive even more results. For a relatively low cost, you get to protect your turf, outshine competitors, and ensure your audience lands on the right page every single time.

So, are branded campaigns truly a waste of money? Not at all. They’re not just about protecting your brand—they’re about actively leveraging your brand’s momentum to drive results.

Sure, people searching for your brand already know you, but that doesn’t guarantee they’ll choose you. Branded campaigns ensure you own the conversation, guide customers to the right page, and convert their interest into action—all while keeping competitors at bay.

Next time you wonder if branded campaigns are worth it, remember this: can you afford to let someone else control your name in search results? Investing in branded campaigns isn’t just smart—it’s essential for any business serious about protecting its turf and growing in a competitive landscape.

Still on the fence about branded campaigns? Let’s chat, and we’ll show you how they can supercharge your results while protecting your brand in a competitive market.

SOURCES

Burger King vs. McDonald’s: Whopper Detour Campaign
Geospatial World. (n.d.). How Burger King stole customers from McDonald’s using creative geo-targeting. Retrieved from https://geospatialworld.net/prime/case-study/location-and-business-intelligence/how-burger-king-stole-customers-from-mcdonalds-using-creative-geo-targeting

DoorDash vs. Uber Eats
Portent. (n.d.). Should you bid on competitors’ branded terms? Retrieved from https://www.portent.com/blog/ppc/bid-on-competitors-branded-terms.htm

Temu and Shein’s Black Friday Strategy
Reuters. (2024, November 27). Black Friday online marketing costs jump amid bidding war with Temu, Shein. Retrieved from https://www.reuters.com/business/retail-consumer/black-friday-online-marketing-costs-jump-bidding-war-with-temu-shein-2024-11-27/

PepsiCo vs. Coca-Cola
Direct Online Marketing. (n.d.). Responding to competitors targeting your brand name. Retrieved from https://www.directom.com/responding-to-competitors-targeting-brand-name/

Burger King vs. McDonald’s: Creative Campaign Insights
Finn Partners. (n.d.). McDonald’s vs. Burger King: 5 marketing lessons from the brand battle. Retrieved from https://www.finnpartners.com/uk/news-insights/mcdonalds-vs-burger-king/

12 Sep

Uncategorized, Display Advertising, Social Media, Video Advertising

Lisbon’s Boutique Hotel & Airbnb Market: Why Visuals Are Key in an Increasingly Competitive Market

January 27, 2025
By erik

Introduction: Competing in Lisbon’s Hospitality Market

Portugal’s hospitality industry is experiencing a remarkable post-COVID rebound, with tourism in 2023 surpassing previous records. Lisbon, a hub for boutique hotels and Airbnbs, has seen significant growth, driven by its cultural richness and natural beauty. The market is booming, but with more rooms in development and international interest surging, competition is becoming fierce. As travelers’ expectations rise, visuals—stunning videos, aerial shots, and professional photography—are more crucial than ever for attracting guests and driving bookings in this competitive landscape.

Short-Term Stays: Sell the Experience

For short-term guests, it’s all about capturing the experience. Video ads and vibrant photography showcasing Lisbon’s charm, nearby attractions, and your unique amenities can turn a casual browser into a booked guest. Think of stunning aerial shots of your location and enticing food photography from your on-site restaurant—these visuals can transport potential guests right into your space.

Lisbon’s Boutique Hotel & Airbnb Market: Why Visuals Are Key in an Increasingly Competitive Market

House Of Brands Media

Key Points:

Video tours highlighting cozy rooms, bustling cafes, and local hotspots.
Food photography that tantalizes potential guests looking for culinary experiences.
Aerial videography showcasing your property’s prime location, whether it’s a rooftop terrace or proximity to the beach.

Long-Term Stays: Build Trust and Comfort

For longer-term guests—like remote workers or digital nomads—comfort, functionality, and trust become top priorities. Interior photography that highlights spacious rooms, natural light, and comfortable workspaces can make all the difference. Video content featuring guest testimonials, detailed virtual tours, and a focus on amenities like Wi-Fi speed and kitchen facilities will resonate with those staying longer.

Key Points:

Interior photography focusing on work-friendly spaces, privacy, and comfort.
Testimonial videos to build trust and showcase what past long-term guests loved about their stay.
Virtual tours to let potential guests explore every corner of your property from the comfort of their couch.

Understanding the Growing Market for Boutique Hotels and Airbnbs in Lisbon

As the hotel industry in Portugal continues to evolve, the Lisbon region is at the forefront of this transformation. The rapid expansion in room supply, particularly in boutique hotels and Airbnbs, reflects a dynamic shift in the market. For businesses in this space, understanding these trends is crucial for making strategic decisions about content production and marketing.

1. The Surge in Room Supply

Portugal is gearing up for a significant increase in hotel room supply, with a projected 11,245 new rooms across seven regions. The bulk of this growth is concentrated in three key areas: Lisbon, Norte, and Algarve. Lisbon alone is set to experience a dramatic expansion, with 4,635 new rooms expected to be added. This represents a 14.8% increase from the 2023 stock, signaling a robust and competitive market.

This influx is not just about numbers; it reflects a strategic push to meet rising demand and cater to a diverse range of travelers. For boutique hotels and Airbnbs, this growth presents both an opportunity and a challenge. The opportunity lies in standing out amidst the expanding options, while the challenge is to differentiate themselves and attract discerning guests.

2. The Branded vs. Independent Segment

Of the new rooms in the pipeline, a notable 73% will be branded, with major hotel chains like Accor and Meliá leading the charge. Accor is set to add 9.2% of these new rooms, while Meliá will contribute 8.0%. This trend underscores a growing preference for well-established brands among travelers, who often seek the assurance of quality and consistency that branded hotels provide.

However, this also highlights a unique opportunity for boutique hotels and Airbnbs to capitalize on their distinctiveness. Unlike large chains, boutique properties offer personalized experiences and local charm that can be compelling selling points. Crafting content that showcases these unique attributes can help these businesses stand out in a crowded market.

3. Upscale and Luxury Trends

Over a third of the new supply will fall into the Upscale category, with a significant concentration in the Lisbon Region. However, only 5% of the new supply will be in the luxury segment. This distribution indicates a shift towards more affordable yet high-quality accommodations, which can be a sweet spot for boutique hotels and Airbnbs aiming to offer a luxurious experience without the steep price tag of high-end luxury hotels.

Boutique hotels and Airbnbs in the upscale segment have the advantage of appealing to a broad range of travelers seeking both comfort and value. For these businesses, focusing content on delivering a high-end experience at a more accessible price can be a powerful way to attract guests.

4. The Lisbon Hotel Market Structure

Lisbon stands out as the largest hotel room provider in Portugal, accounting for 27.5% of the total room supply in the country. Despite a 10.8% increase in hotel room stock, the region’s supply mix has remained relatively stable. The 3-star segment holds a 23% share, while the 4-star category dominates with a 46% share of rooms. This indicates that Lisbon’s market is skewed towards mid-range accommodations, with the majority of rooms concentrated in the city itself.

Given that Lisbon will see the most significant growth in room supply, it is essential for boutique hotels and Airbnbs to understand this competitive landscape. With approximately 4,600 new rooms in the pipeline, focusing on creating compelling content that highlights unique features, local experiences, and exceptional service will be key to capturing the attention of potential guests.

5. Implications for Content Production

In this evolving market, content production becomes a strategic tool for boutique hotels and Airbnbs. High-quality visuals and engaging storytelling can set a property apart from the competition. For instance:

Highlight Unique Features: Showcase what makes your property unique, whether it’s a stylish design, personalized service, or special amenities.
Local Experiences: Emphasize the local culture, attractions, and experiences that guests can enjoy when staying at your property.
Quality Imagery: Invest in professional photography and videography to capture the essence of your property. High-quality images and videos can make a significant impact on potential guests.

As Lisbon continues to grow as a key destination in Portugal, boutique hotels and Airbnbs have the opportunity to carve out a niche in this competitive market. By understanding the trends and leveraging effective content production strategies, these businesses can attract and engage travelers looking for a memorable stay in this vibrant city.

Capturing Attention and Driving Bookings with Strategic Video Content

Building on the insights into Lisbon’s growing hospitality market, it’s clear that staying competitive requires innovative marketing strategies. As boutique hotels and Airbnbs navigate this vibrant market, leveraging video marketing has become increasingly crucial. The power of video lies not just in its ability to attract attention, but in its effectiveness at driving bookings and engagement.

Properties with video content are proven to experience up to 157% more organic traffic and a significant boost in bookings, with 64% of potential guests more likely to make a reservation after watching a video of the property. This compelling evidence highlights how video can be a game-changer in the hospitality industry, especially in a market as dynamic as Lisbon’s.

In this chapter, we’ll explore how to harness the power of video marketing to align with current trends and elevate your property’s presence. From addressing rising costs to leveraging data-driven insights, discover how strategic video content can enhance your marketing efforts and help your boutique hotel or Airbnb stand out in Lisbon’s competitive landscape.

Why Video Works:

Increased Visibility: Video content boosts organic traffic significantly. By showcasing your property through engaging visuals, you attract more attention from search engines and social media platforms, drawing potential guests to your site.
Higher Booking Rates: Videos allow potential guests to experience your property in a dynamic way. This immersive approach enhances their connection with your space, leading to higher conversion rates. Guests are more likely to book after they’ve seen a compelling video presentation of what you have to offer.

Leveraging Video Marketing Through Current Trends

To maximize the impact of video marketing, it’s essential to align your content with current industry trends. Here’s how video can enhance your marketing efforts based on the latest trends:

Rising Costs and Budget Constraints
- Video Marketing Implication: As event costs rise, emphasize the value your property offers through video. Create content that highlights affordable yet exceptional experiences, showcasing how your property delivers great value without compromising quality.
Heavy Workloads for Marketing Managers
- Video Marketing Implication: Develop versatile video assets that can be used across multiple campaigns and platforms. A single well-crafted video can be repurposed into shorter clips for social media, email marketing, and your website, easing the workload on your marketing team.
Automated Sales Technology
- Video Marketing Implication: Highlight your property’s online booking capabilities through video. Demonstrate the ease and convenience of booking spaces online, and how automation simplifies the process, making it more appealing to planners and guests.
Experiential and Immersive Content
- Video Marketing Implication: Travelers are increasingly using social media for trip research. Creating immersive video content, such as virtual tours or 360-degree videos, can give potential guests a detailed view of your property, its amenities, and the surrounding area. This type of content helps to provide a more engaging and realistic preview of what guests can expect, enhancing their booking confidence.
Data-Driven Marketing Campaigns
- Video Marketing Implication: Use data insights to shape your video content strategy. Analyze which types of videos resonate most with your audience and tailor your content to these preferences—track metrics to refine your video marketing approach for better results continuously.
Customer-Journey-Focused Campaigns
- Video Marketing Implication: Create videos that map the customer journey, from booking to checkout. Showcase personalized experiences and amenities to cater to the increasing demand for customized stays, making your property more appealing to potential guests.
Growth of Short-Form Video Content
- Video Marketing Implication: Invest in short-form videos that quickly capture attention and drive traffic. These videos are ideal for social media and other digital platforms, offering a high return on investment and engaging viewers with concise, impactful content.

Additional Tips for Effective Video Marketing:

Showcase Unique Features: Create videos that highlight what sets your boutique hotel or Airbnb apart. Whether it’s a unique amenity or exceptional service, let potential guests see these features in action.
Visualize the Experience: Use video to immerse viewers in the experience of staying at your property. This helps potential guests envision their stay and increases the likelihood of booking.
Highlight Local Attractions: Integrate footage of nearby attractions and activities to provide a comprehensive view of what guests can enjoy during their visit. This adds value to your property by showing its connection to the local area.
Engage on Social Media: Leverage short-form videos on platforms like TikTok and Instagram to engage with a broader audience. Highlight your property’s charm and local experiences to attract potential guests.

By integrating video marketing into your strategy and aligning it with current trends, boutique hotels and Airbnbs in Lisbon can significantly enhance their visibility, engage potential guests more effectively, and ultimately drive more bookings. Embrace video as a powerful tool to showcase your property’s unique offerings and connect with your audience on a deeper level.

Boosting Local SEO with Video Marketing

Video content doesn’t just captivate your audience—it can also boost your local SEO, making it easier for potential guests to find your boutique hotel, especially when done correctly. Incorporating video content showcasing your hotel’s unique features—like its architecture, amenities, and location—can help you stand out in local search results. For instance, creating a video tour of your property, highlighting nearby landmarks such as Poço Iniciático (the Initiation Well) at Quinta da Regaleira, can appeal to travelers searching for accommodations in the Sintra area.

When optimized with the right keywords and properly indexed by search engines, these videos can drive more traffic to your website. This not only improves visibility but also enhances your credibility with potential guests who are looking for the perfect stay near iconic attractions. Additionally, adding engaging video content helps improve user experience and can encourage longer website visits, which Google rewards with higher rankings.

To learn more about how to improve your local SEO strategies, check out our guide here.

Conclusion: Stand Out with Stunning Visuals

In Lisbon’s competitive boutique hotel and Airbnb market, a strong visual strategy is crucial. From drone footage and food photography to interior and exterior shots, each piece of content plays a vital role in telling your property’s story. Whether attracting short-term adventurers or long-term remote workers, investing in professional video and photography is the key to standing out and staying fully booked.

Sources

Here is the source list formatted in an official citation style:

Global Asset Solutions. (2024). Portugal Hotel Market Outlook 2024. Retrieved from https://globalassetsolutions.com
Statista. (2024). Overnight Stays in Lisbon by Type. Retrieved from https://www.statista.com
Airbtics. (2024). Annual Airbnb Revenue in Lisbon, Portugal. Retrieved from https://airbtics.com/annual-airbnb-revenue-in-lisbon-portugal/
Planapp. (2023). Portugal Hotel Market Report. Retrieved from https://planapp.gov.pt
ReportLinker. (2024). Europe Hotel Market Overview. Retrieved from https://www.reportlinker.com

03 Sep

Uncategorized

How Can I Do Product Feed Optimization for Multiple Marketplaces? – Intro to Channable

January 27, 2025
By erik

Mastering Backend Order Handling & Stock Management

You’re in the driver’s seat when it comes to stock management — whether you’re handling physical inventory or producing on demand. This crucial step directly connects your products to your customers, ensuring a seamless and efficient shopping experience. However, managing stock and order fulfillment comes with its own set of challenges and opportunities. You’ll need to navigate issues like inventory accuracy, timely fulfillment, and customer satisfaction—all while balancing costs and operational efficiency.

Most businesses leverage e-commerce platforms such as Shopify, WooCommerce, Magento, and BigCommerce to streamline their sales processes. These platforms provide a range of tools to help you manage everything from inventory and orders to customer interactions. At House of Brands Media, we specialize in optimizing Shopify and WordPress/WooCommerce setups. Whether you’re looking to fine-tune your inventory management or enhance your order handling, we’ve got the expertise to help you make the most of your chosen platform.

For a deeper dive into how to stay ahead in today’s competitive landscape and keep your brand at the forefront of customers’ minds, check out our article on Mastering the Omni-Present Strategy in 2023: Keeping Your Brand Top of Mind. This guide offers valuable insights into maintaining a strong brand presence across various channels, which is crucial for driving sales and staying competitive.

Advantages and Challenges of Managing Your Own Point of Sale (POS)

Pros	Cons
No platform fees: Keep 100% of your revenue.	Trust-building: Harder to establish trust
Full control over customer data: Leverage insights for personalized marketing.	Limited reach: Potentially fewer eyeballs on your products.
Customizable shopping experience: Tailor the customer journey.	Maintenance costs: Responsible for all backend systems and updates.

Managing your own (Point of Sale) POS gives you a direct connection to your customers, but with great control comes great responsibility. This is where our strategy kicks in, ensuring you’re not just maintaining but excelling in every aspect.

The Power of Channable Feed and Data Management (Yellow Section)

Now, let’s turn your product feed into a well-oiled sales machine. By importing your product feed into our system, we prep the data for export to various marketplaces.

Understanding Marketplaces

Marketplaces like Amazon, Bol.com, and Google Shopping aren’t just popular—they’re thriving ecosystems where customers are already searching for products. But here’s the catch: these platforms are designed to present a wide range of similar products, making it easy for buyers to compare options. So, while these platforms gather a lot of interested buyers in one place, standing out is key. Success comes down to optimized titles and compelling product images that catch the eye and differentiate your products from the competition.

Here are two examples of Good v.s bad product images (credits: https://www.squareshot.com/post/11-product-photography-mistakes) I highly recommend reading this article as Pylyp gives great examples of good vs bad product photography, which is a key factor in e-Commerce.

Feed-Mapping

Each marketplace has its own set of rules and formats for importing product feeds. Think of it as speaking different languages to different audiences—feed-mapping is your translator. It ensures your products are displayed correctly on every platform, minimizing errors and maximizing your reach.

Rule-Based Feed Improvements

Why settle for just listing products when you can optimize them? With rule-based feed improvements, we can fine-tune your product titles for better visibility, dynamically adjust pricing to stay competitive, and even exclude underperforming products. Plus, we can tailor shipping options to specific marketplaces, giving you a competitive edge while keeping your margins healthy.

Leveraging Organic Placement for Data-Driven Insights

Organic placement does more than just boost visibility—it provides a treasure trove of data on how your products perform compared to similar items. With insights from Channable, you can take this a step further. Channable Insights allows you to import revenue and cost data from various channels within a specified date range. This tool can then calculate key metrics like ROAS (Return-On-Ad-Spend) and CPS (Cost Per Sale) at the product level.

Whether you’re using CPC (Cost Per Click) models with platforms like Google Shopping, Amazon Ads, and Bol Ads, or CPS (Cost Per Sale) models with channels such as Amazon, Beslist, Bol.com, Cdiscount, eBay, fonQ, Fnac, Blokker Connect!, Real, and ToBeDressed, Channable Insights can be a game-changer. For CPC insights, you’ll need integrations with Google Ads, Amazon Ads, or Bol Ads, while CPS insights require an order integration.

By leveraging these insights, we can experiment with different titles, images, and strategies to see what resonates best with buyers. We can also set up advanced rules to group high-performing products and concentrate our advertising efforts where they’ll have the greatest impact. This approach not only helps in reaching buyers effectively but also in continuously optimizing to drive more sales. Check out the graph below to see which data can be retrieved from different platforms and how it can be calculated for both CPC and CPS models.

More On Channable Insights can be found here

Dynamic Advertising: Turning Data into Action

But why stop there? The real magic happens when we turn your marketplace data into actionable insights—a process known as performance-based segmentation. By feeding this data back into Channable, we can identify your top-performing products and give them an extra boost through dynamic advertising, keeping them at the top of search results.

Product Feed Optimization - (https://www.channable.com/products/channable-insights/segmentation)

On the flip side, if a product isn’t performing well, we can tweak it or even exclude it from campaigns altogether. This approach isn’t about spending more; it’s about spending smarter. With real-time data at our fingertips, we make sure every Euro you invest is working harder for you.

To dive deeper into the benefits of performance-based segmentation, check out this article on campaign efficiency by Channable.

Ready to Unlock Your E-Commerce Potential?

This strategy isn’t just about boosting sales—it’s about optimizing every aspect of your business for maximum efficiency and impact. With data-driven insights and algorithmic automation, we’re equipping you to stay ahead of the competition and fully capitalize on every opportunity in today’s e-commerce landscape.

Let’s take the next step together and make your products stand out on every platform. Feel free to reach out, and let’s discuss how we can tailor this strategy to meet your unique needs.

Best regards, Erik Bos House of Brands Media

25 Jun

Google Ads

Case Studie Conversion Optimisation (CRO)

January 27, 2025
By erik

5 Reason Why Conversion Rate Optimization (CRO) Should Matter to Any Small Business (SME)

Conversion Rate Optimization (CRO) is the strategic practice of boosting the number of users who perform a desired action on a website or mobile app. This process starts with identifying potential enhancements in your site or app’s design and functionality. Once you’ve pinpointed these opportunities, you validate your ideas through rigorous A/B testing and multivariate testing to see what truly resonates with your audience.

For small businesses, every visitor counts, and turning them into customers is even more crucial. Here’s why CRO should be on your radar:

Maximize Your Current Traffic: Instead of spending more to get new visitors, CRO helps you get more out of the visitors you already have. It’s a cost-effective strategy because you’re optimizing existing resources.
Better ROI: Improved conversion rates mean a better return on investment (ROI) from all your marketing efforts. Each visitor who converts could be a potential repeat customer, magnifying the value of your initial acquisition cost.
Understand Your Customers Better: CRO involves a deep dive into customer behavior. By understanding what makes them click, you can tailor your offerings and enhance user experience, which often leads to increased customer loyalty.
Stay Competitive: In today’s digital marketplace, your competitors are just a click away. CRO can give you the edge needed to keep users on your site and engaging with your content, products, or services.
Increases Customer Lifetime Value: CRO doesn’t just help convert visitors into one-time buyers; it optimizes their entire journey, encouraging repeat purchases and increasing their lifetime value. By continuously refining the user experience and ensuring that each interaction is as compelling as possible, CRO can turn casual browsers into loyal customers. This long-term engagement not only boosts sales but also promotes stronger brand allegiance, which can lead to word-of-mouth marketing and higher customer retention rates.

Campaign Objectives

The Goal of Gobanna, A Dutch caravan (mobile home) manufacturer was to get more traffic to the 3 sales pages they have about the different models:

Gobanne 1200
Gobanna 1500
Gobanna Off Road

Execution

We began our analysis by evaluating the existing homepage, quickly noting that its design lacked excitement and the process to schedule an appointment was cumbersome, requiring four clicks from the homepage to the appointment form.

To tackle this, we collected a mix of quantitative data—such as visitor statistics—and qualitative insights through heatmaps and session recordings. These insights informed our redesign of the new homepage.

Before officially launching the revamped page, we conducted a 50/50 split URL test, directing half of our website traffic to the original homepage and the other half to the new version. This approach allowed us to directly compare the two versions’ user behavior and conversion actions. Here are the results:

10 May

Social Media

How to use an Engagement Funnel to beat Social Media.

January 27, 2025
By erik

Mastering the Art of Engagement Funnels: A Journey from Visibility to Conversion on Social Media

Imagine this: You’re at a crowded market fair bustling with hundreds of colorful booths, each clamoring for attention. Now, picture yourself with a megaphone, a killer product in your hand, and a strategy to pull the crowd from just looking to eagerly engaging. That’s your social media channel, and with the right engagement funnel, you’re about to turn casual browsers into dedicated customers.

Why an Engagement Funnel?

An engagement funnel is specifically designed to stimulate user interaction on social media platforms. It’s not just about guiding customers through a purchasing process; it’s about sparking active responses that lead to deeper engagement.

If you’re pouring your heart and soul into your social media channels but not strategically driving engagement, you might as well be shouting into the void. Social media isn’t just about displaying your products or services; it’s about creating a dynamic space to connect, engage, and convert. This specialized funnel helps in building relationships with users, enhancing online visibility, and fostering customer loyalty, which are crucial for a successful digital presence. This is where the magic of an engagement funnel truly shines.

The Magic Begins with Understanding Your Audience

The first secret of a successful engagement funnel? Knowing your audience inside and out. What keeps them up at night? What quick wins can you provide? At House of Brands Media, we know our audience struggles with gaining traction on social media due to low engagement. So, we crafted a golden nugget just for them—a free whitepaper with 100 actionable social media hooks they can deploy instantly.

Expand on Automation and AI

In the realm of social media, AI and automation represent transformative tools that elevate the standard engagement processes. AI agents, a significant upgrade from traditional chatbots, bring a level of intelligence and adaptability that can profoundly enhance the way we interact with users. Unlike their predecessors, AI agents can analyze the context, learn from interactions, and even initiate conversations that are relevant and personalized. This ability allows for a more sophisticated engagement strategy where automation goes beyond mere scripted responses to facilitating meaningful interactions that resonate with the audience on a personal level.

Broaden the Discussion on Engagement Strategies

To maximize the effectiveness of your engagement funnel, it’s crucial to adopt strategies that resonate across different stages:

Awareness and Discovery: Utilize engaging content and strategic posting times to capture attention. Employ AI-driven analytics to determine what content performs best and when.
Interest and Desire: Introduce high-quality visuals and immersive video content to spark interest. AI tools can help tailor content recommendations based on user interaction patterns.
Consideration and Intent: Use targeted messaging and dynamic ad placements to nurture this intent, leveraging AI to adjust messages in real-time based on user behavior.
Conversion: Optimize the path to purchase with streamlined, AI-enhanced processes that simplify and enhance the user experience.
Loyalty: Keep users engaged with personalized follow-ups and rewards programs, managed and analyzed through AI for maximum engagement.
Advocacy: Encourage satisfied customers to share their positive experiences and turn them into brand ambassadors through strategic incentive programs.

Enhance Customer Support Discussion

Incorporating AI into customer support transforms passive interaction into an active and engaging experience. Chat automation enables 24/7 customer service, providing immediate responses to inquiries, which is crucial for maintaining customer satisfaction and trust. Beyond handling basic queries, AI can proactively suggest solutions, recommend products, and guide users through complex processes, enhancing the overall customer experience and driving loyalty.

The Practical Steps of Building an Engagement Funnel

Let’s break down the strategy:

The Hook: We launched the campaign with a social media post teasing some of the content from our whitepaper, enough to whet the appetite but not enough to satisfy the hunger. The call to action? Simply comment “100 HOOKS” on the post.

Automation and Engagement: Behind the scenes, we set up automation to respond to these comments. Each “100 HOOKS” comment triggered an automated direct message containing the whitepaper. Boom—immediate engagement, and the Instagram algorithm loves this. Swipes and comments count as engagement, boosting our visibility for future posts.

Engagement Funnels - House of brands Media - Article on how to use automation in order to build engagement funnels for soocial media

Deepening the Relationship: Following the whitepaper link, we sent a second DM, offering a personal touch—an invite to a video call to discuss further strategies. This step isn’t just about giving; it’s about opening a dialogue.
Value, Branding, and Education: Our whitepaper isn’t just a list. It mirrors our business’s visual style, reflects our conversational tone, and includes links to more in-depth resources on our blog. It’s not just about catching their eye; it’s about holding their gaze.

The End Game: Trust and Authority

By building enough touchpoints, we start shifting from being just another social media profile they follow to a trusted authority in our field. It’s not just about clicks or likes; it’s about fostering relationships. After all, no matter how digital our world gets, doing business is fundamentally human. It’s about trust, connection, and engagement.

Wrapping It Up

With each step in our engagement funnel, we’re not just casting a wider net; we’re weaving a stronger one—strong enough to turn followers into leads, and leads into loyal customers. So, when you post on social media next, remember: every like, every comment, every share is a step in the journey of not just selling, but engaging. Ready to start your journey with a bang? Let’s make social media not just where you show up, but where you stand out.

At House of Brands Media, we help Small to Medium Size Businesses (SMEs) use agency-level marketing to grow their business. One of the services we provide is building engagement funnels like the one described. I encourage you to try our live funnel by visiting our Instagram post and testing how it works. If afterward, you think this could also benefit your business, we are happy to help.

Sources

Here’s a source list with the full URLs included:

Sprout Social – “Social Media Marketing Funnel” (https://sproutsocial.com/insights/social-media-marketing-funnel/)
Hallam – “Social Media Marketing Funnel” (https://www.hallaminternet.com/social-media-marketing-funnel/)
Supermetrics – “Social Media Marketing Funnel” (https://supermetrics.com/blog/social-media-marketing-funnel)
House of Brands Media – “The Importance of Funnel Mapping in Modern Marketing” (https://www.houseofbrands.media/the-importance-of-funnel-mapping-in-modern-marketing/)
House of Brands Media – “Brand Building Marketing Funnel” (https://www.houseofbrands.media/brand-building-marketing-funnel/)
Ada – “Why Do Customer Service Chatbots Still Suck” (https://www.ada.cx/blog/why-do-customer-service-chatbots-still-suck)
HSBC Business – “How Chat Automation Enhances Customer Engagement” (https://www.businessgo.hsbc.com/en/article/how-chat-automation-enhances-customer-engagement-)

09 May

Ad Strategy, Display Advertising, Search Campaigns, Video Advertising

Mastering the Art of the Hook: A Small Business Guide to Capturing Attention

January 27, 2025
By erik

Ever wondered why some ads make you stop scrolling? The secret is in the ‘hook’—a powerful tool in marketing that can transform your small business’s visibility overnight. Whether it’s the curiosity sparked by a question like ‘What if you could double your business’s revenue in just one month?’ or the compelling offer of ‘Join our email list today and receive an exclusive welcome gift,’ mastering different types of hooks is crucial.

As a small business owner competing against bigger players, capturing your audience’s attention quickly and effectively is essential for survival and growth. This article dives deep into the art of the hook, exploring its psychological roots and showcasing various types that can supercharge your marketing strategies. Read until the end to find 100 HOOKS + Examples that you can copy and use right away.

What is a Hook?

A hook, in marketing terms, is the initial sentence, phrase, or image used to grab the audience’s attention immediately. It’s the first touchpoint in your communications, the gateway to your message. Think of it as the entry ticket to your brand’s story or offer. Here are two examples:

Question Hook: “What if you could double your business’s revenue in just one month?” This type of hook poses a question that sparks curiosity and invites the audience to envision a possibility that might benefit them significantly.
Statistic Hook: “80% of consumers believe personalized experiences drive their purchasing decisions.” Such a statistic can shock or surprise the audience, prompting them to learn more about leveraging this trend.

Psychological Basis of Hooks: Leveraging Cognitive Biases for Effective Marketing

Hooks in marketing do more than simply catch the eye—they engage the mind by leveraging deep-seated psychological principles. Understanding these can help small business owners craft messages that not only attract attention but also maintain it, fostering deeper engagement. Here, we explore two fundamental psychological concepts that effective hooks often exploit: the Curiosity Gap and the Zeigarnik Effect.

Curiosity Gap

The Curiosity Gap refers to the void between what we know and what we want to know. When information is presented that hints at more to come but leaves some questions unanswered, it piques interest and evokes a strong desire for closure. This concept is rooted in George Loewenstein’s Information Gap Theory of Curiosity, which posits that curiosity is a form of cognitively induced deprivation that arises from the perception of a gap in knowledge and understanding.

Research Support: Loewenstein’s theory suggests that when we encounter something that tickles our curiosity, it creates an emotional response similar to a mini itch—we need to scratch it by filling the knowledge gap, thus resolving the curiosity. This is why hooks that pose questions or provide surprising facts are so effective—they introduce a gap that the audience feels compelled to close.

Zeigarnik Effect

Named after the Soviet psychologist Bluma Zeigarnik, who first studied it in the 1920s, the Zeigarnik Effect describes a tendency to remember uncompleted or interrupted tasks better than tasks that have been completed. It’s believed that incomplete tasks create a kind of cognitive tension that improves recall ability, as the task remains in a more accessible part of our memory.

Research Support: The Zeigarnik Effect is particularly useful in serial advertising or content that requires following through multiple parts. By initiating a hook with an incomplete narrative or an unanswered question, marketers can take advantage of this effect to keep viewers coming back for more, ensuring that they remember and engage with the content until closure is achieved.

Applying These Principles to Marketing

When crafting hooks:

Create a Knowledge Gap: Begin with a startling fact, a thought-provoking question, or an unexpected challenge. This draws in the audience by leveraging their natural curiosity and need for resolution, pushing them to read on or listen further to close that gap.
Use Open Loops: Start stories that don’t immediately resolve. By embedding the initial communication with an open loop, you invite the audience to follow through to the end to find out the conclusion, engaging them over a longer period.
Mix Familiar with Novel: While the curiosity gap requires introducing something novel to capture attention, balancing this with familiar elements ensures that the audience doesn’t feel too lost or overwhelmed. This blend can maximize engagement by keeping the audience comfortably on edge.

Understanding and applying these psychological principles when creating hooks can significantly enhance the effectiveness of marketing communications. For small businesses, where every interaction counts, these strategies are invaluable tools in the quest to capture and maintain consumer attention in a competitive digital landscape.

Expanding the Arsenal: Diverse Types of Hooks and Their Strategic Uses

Hooks are a versatile tool in your marketing toolkit, each type designed to engage your audience in a different way. While we’ve discussed some fundamental hooks like the story, offer, factual, and challenge hooks, let’s delve into additional types, including the question hook, and provide more examples for each to inspire your marketing strategies.

The Story Hook

Example: “From a single food truck to a franchise in five cities—discover our journey of flavor and grit.”

Why It Works: Humans are naturally drawn to stories because they allow us to see ourselves in others’ experiences. A story hook draws in the audience by presenting a narrative arc that they want to follow, making it compelling for them to learn more about your brand’s journey or the human element behind your offerings.

The Offer Hook

Example: “Join our email list today and receive an exclusive welcome gift—your toolkit for success!”

Why It Works: Offers that include an immediate tangible benefit create a sense of urgency and appeal to the audience’s desire for gains. This type of hook is direct and transactional, promising a specific reward for a specific action.

The Factual Hook

Example: “Only 1% of businesses use this strategy, yet it has doubled their efficiency—find out how!”

Why It Works: By presenting intriguing data, factual hooks pique interest and establish a basis for authority and trust. They suggest that engaging with your content or brand will provide valuable insights based on hard evidence.

The Challenge Hook

Example: “Do you think you have the best morning routine? Send us your video, and let’s see if it stands the test of our expert’s review!”

Why It Works: Challenging the audience engages them in a personal way, invoking their competitive nature and encouraging interaction. It’s a playful and engaging way to increase audience participation and commitment.

The Question Hook

Example: “Ever wondered why some entrepreneurs succeed where most fail?”

Why It Works: This type of hook leverages the natural human response to seek answers to questions, especially those that resonate on a personal or professional level. It stimulates thought and invites the audience into a dialogue, setting the stage for your content to provide the answers.

The Humor Hook

Example: “Why did the marketer break up with the calendar? They felt too many dates were missed!”

Why It Works: Humor lightens the mood and makes your brand more approachable. A humor hook can make your message more memorable and shareable, enhancing social virality and engagement.

The Shocking Hook

Example: “This common ingredient in your kitchen could be reducing your lifespan. Read more to find out what it is!”

Why It Works: Hooks that shock or provoke shock can drive clicks and engagement by exploiting the audience’s curiosity and concern about the topic. It’s effective in drawing attention, but it must be used judiciously to avoid sensationalism.

100 HOOKS – The Subtle Art Of Grabbing Attention

For small business owners, developing a knack for crafting compelling hooks is not just about being catchy; it’s about strategically engaging customers in a way that’s psychologically tuned to their behaviors and preferences. By employing various hooks effectively, you can ensure that your marketing messages not only capture attention but also hold it, leading to greater engagement and, ultimately, conversions.

Crafting the perfect hook, as part of creating Ad Copy, can transform your marketing communications from overlooked to must-see, turning casual browsers into loyal customers. By integrating these diverse hook strategies into your marketing plan, your small business can dramatically improve its visibility and engagement in an increasingly competitive marketplace.

P.S. This information can also be applied to your Youtube Channel or Other Social Media Outlets. Especially when combined with great thumbnails or other visuals that grab attention.

COMMENT “100 HOOKS” On this Instagram Post

01 May

General Business, Analytics, Business Intelligence (BI)

Unveiling Strategies to Attract Premium Market Research Participants

January 27, 2025
By erik

Market research serves as the cornerstone of informed decision-making for businesses. However, gathering high-quality, reliable participants for studies can often seem daunting. To address this challenge, researchers can employ strategic approaches to enhance participant engagement and response rates, thereby elevating the effectiveness of their research efforts. House Of Brands Media shares more:

Engage Through Contests and Sweepstakes

Entice potential participants by incorporating contests or sweepstakes related to the research subject. This captures attention and encourages active participation, thereby enhancing response rates. Incentivizing participation with prizes or rewards adds excitement and motivation for individuals to contribute their insights and opinions.

Furthermore, contests provide an opportunity to gamify the research experience, making it more enjoyable and engaging for participants. By offering enticing rewards, researchers can attract a wider audience and increase the likelihood of securing high-quality participants genuinely interested in the research topic.

Conduct Thorough Market Research

Before embarking on participant recruitment, conduct comprehensive market research. This entails examining internal factors, analyzing competitors, and comprehending external influences. Identifying key market segments ensures targeted recruitment efforts and maximizes the relevance of participant contributions.

Also, a clear understanding of the market landscape enables researchers to tailor their recruitment strategies effectively. Thorough market research helps researchers identify potential barriers or challenges that may affect participant recruitment, allowing them to proactively address these issues and optimize their recruitment campaigns for success.

Utilize Online Communities

Tap into the vast potential of online communities like Reddit. These platforms are fertile grounds for sourcing potential participants, offering a diverse pool of individuals with varying interests and backgrounds. Engaging with online communities allows researchers to directly connect with individuals who are already interested and invested in relevant topics, increasing the likelihood of finding qualified participants.

Participating in online discussions and forums enables researchers to establish credibility and trust within the community. It ultimately makes recruiting participants willing to contribute their insights and opinions to the research study easier.

Harness Targeted Advertising

Leverage targeted advertising to reach your desired audience. By utilizing precise demographic and interest targeting, you can effectively connect with individuals who align with the demographics and characteristics sought for your research.

Targeted advertising ensures research recruitment efforts are directed toward individuals who are most likely to provide valuable insights, optimizing the efficiency of participant recruitment campaigns. Digital advertising platforms such as social media and search engines allow researchers to track and measure the effectiveness of their recruitment efforts in real time, enabling them to make data-driven adjustments to improve campaign performance.

Engage Influencers in the Field

Invite prominent influencers within the field of study to participate and share insights with their followers. Their endorsement lends credibility to the research and extends its reach to a broader audience, potentially attracting valuable participants.

Influencers can amplify the visibility of research studies and encourage their followers to participate, thereby increasing the pool of potential participants. Collaborating with influencers also provides an opportunity to tap into their expertise and knowledge, enriching the research process and ensuring the inclusion of diverse perspectives and opinions.

Tap into Alumni Networks

Explore the rich resources of alumni networks, particularly for studies targeting specific fields or industries. Alumni networks provide access to individuals with specialized knowledge and expertise, making them valuable recruits for research studies. Leveraging alumni networks allows researchers to tap into a pool of qualified participants interested in contributing to research within their respective fields.

Alumni networks often foster community and camaraderie among members, making recruiting participants willing to volunteer their time and expertise to support research initiatives easier. Tapping into alumni networks lets researchers leverage existing relationships and connections to streamline the participant recruitment process and maximize the quality of participant contributions.

Summary

Effective participant recruitment is pivotal for the success of market research endeavors. Researchers can attract high-quality, reliable participants by implementing strategic approaches such as engaging contests, thorough market research, online community outreach, and more. These participants enhance the validity of research findings and contribute to informed decision-making for businesses and organizations.

Would you like to read more helpful content or learn about our Google Ads marketing services? Visit HouseOfBrands.Media today!

26 Apr

Uncategorized

Case Study: Construction Company – Maximizing ROI in Sustainable Construction

January 27, 2025
By erik

Overview

Totaalbouw Nonkes, a construction company based in Emmen, specializes in building complete homes and extensions with a focus on sustainability. In March 2024, the construction company launched a targeted digital advertising campaign to increase awareness and initiate potential construction projects through quotation requests. This case study explores the strategies used and the results achieved during this period.

Campaign Objectives

The goal for the construction company Totaalbouw Nonkes was clear: to generate high-quality leads by engaging potential clients interested in sustainable building solutions. The campaign aimed to not only reach a broad audience but to convert this audience into active leads by starting the quotation process.

Execution

The campaign ran from March 1 to March 31, 2024, and achieved impressive metrics that underscore its success:

Impressions: 24,000, indicating strong visibility in the target market.
Clicks: 707, with an efficient cost per click of €0.23.
Conversions: 24, where each conversion represented the initiation of a quotation process, at a cost of €6.85 per conversion.

The focus was on precise targeting through digital platforms, optimizing ad spend to reach individuals likely to be interested in constructing or expanding their homes sustainably.

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HOBM heeft ons geholpen met onze website totaalbouwnonkes.nl De structuur in de blogs en het koppelen van de Google producten voor onze marketing.
Daarnaast onderhouden zij onze Google Ads. Daar heb ik geen verstand van en geen tijd voor.

Ronald Nonkes

Totaalbouw Nonkes Emmen

Costs and Returns

Total Ad Spend: The campaign focused on cost-effectiveness, maintaining low costs per click and per conversion, which are critical metrics for assessing the efficiency of advertising spend in the construction industry.

Given the high costs associated with building projects, where extensions rarely cost under €10,000 and a complete house cannot be built for less than €100,000, even one successful quote conversion from the campaign could represent a significant return on investment.

Analysis and Results

The campaign demonstrated a robust return on investment (ROI), as the cost per lead remained remarkably low given the high value of construction contracts. With 24 new potential projects initiated, the likelihood of converting these leads into profitable contracts is high, making this a successful endeavor for Totaalbouw Nonkes.

Conclusion

Totaalbouw Nonkes’ digital advertising campaign stands as a compelling example of how targeted advertising can be effectively used in the construction sector to generate valuable leads. By focusing on sustainable building, the company not only positions itself as a leader in a growing niche but also maximizes the impact of its advertising spend. This case study underlines the importance of a strategic approach to digital marketing in the construction industry, highlighting the potential for significant business growth through well-executed campaigns.

26 Apr

Uncategorized

Case Study: e-Commerce – Effective Conversions through Targeted Ad Campaigns

January 27, 2025
By erik

Overview

Summer Gray, an e-commerce platform specializing in unique, hand-drawn wallpaper, conducted a targeted Google Ads campaign in March 2024. This campaign was designed to specifically reach a selected audience, leading to notable conversion performances.

Campaign Objectives

The primary goal for Summer Gray was to enhance online sales by maximizing the number of quality leads and driving conversions through their e-commerce site. The campaign focused on attracting customers interested in premium, unique wallpaper.

Execution

The campaign ran from March 1 to March 31, 2024, achieving the following results:

Targeted individuals: 1530, with carefully selected targeting to attract the right customers.
Conversions: 166, underscoring the campaign’s effectiveness in attracting engaged and ready-to-purchase visitors.
Clicks: The campaign generated a total of 707 clicks with a cost per click of just €0.23.

A great experience

We have a great collaboration with House of Brands where we have already seen the benefits of their expertise.

They have been clear, structured and great communicators throughout our collaboration and it’s good to know that a core part of our company is now in safe hands.

Good job all!

Edward Davies

Owner Summer Gray

Financial Results

Total advertising expenditures: €1220, strategically spent to optimize e-commerce performance.
Google Ads management costs: €595, an investment in professional campaign management and optimization.
Cost per conversion: €7.30, significantly contributing to a high ROI given the average order value of €900 per customer.

Analysis and Results

This Google Ads campaign for e-commerce not only increased visibility and reach for Summer Gray but also realized significant sales growth. The targeted approach resulted in a high conversion rate and strong revenue increase, demonstrating that a well-thought-out digital marketing strategy is essential for e-commerce success.

Conclusion

The case study of Summer Gray illustrates the potential of targeted digital advertising to significantly boost e-commerce sales. Through a combination of strategic targeting, creative ad designs, and effective budget allocation, Summer Gray has proven that investing in Google Ads is a valuable strategy for e-commerce businesses looking to expand their market and strengthen their sales.

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A great experience