Data drives BrandMuscle’s initiatives. But skill and experience enable us to use that data to quickly re-strategize and streamline our approach. We recognized the need to optimize for new keywords in the middle of Cabinetworks’ campaign. We removed lower-performing keywords and Google groups, shifted the program’s focus from clicks to conversions, and eliminated the ads directed at contractors, which were underperforming. Analyzing key metrics about click-throughs and conversion rates allowed us to optimize so ads weren’t being served to people who weren’t interested, and that let us stretch dealers’ marketing dollars. If a dealer was to do this themselves — many kitchen cabinet experts are not paid media experts — they may not have optimized in this way.
The pilot was a success and Cabinetworks continues to work with BrandMuscle for paid search. Other agencies would not be able to scale a similar program to 3,000 locations.
“After participating in the Cabinetworks Group Digital Marketing Program, the results surpassed our expectations.
Out of all the programs we have participated in, we saw the best results and data from this program. Our company looks forward to continuing to participate in this program and grow our business because of it.”
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