For over 50 years Beaudry Flowers has provided exquisite flowers to customers all over the world. Beaudry’s design team includes experienced local Ottawa florists who create beautiful flower arrangements for all of life’s occasions. Beaudry flowers is one of Canada’s largest florists and a top fulfillment florist. Ranked top 250 flower shops globally.
Prior to working with WebSuitable, Beaudry Flowers had managed their own Paid Search campaigns internally. The primary conversion point was being tracked through phone calls (either from mobile click to call buttons or forwarding numbers in the ads), there were no on-site conversion points being tracked. Their overarching goal was to increase site traffic, but ultimately drive qualified leads and foot to their physical location.
Based on the segmentation of the client’s physical location, geographic targeting was at the center of WebSuitable’s core strategy. Additionally, it was well understood that phone calls alone were not enough to provide a holistic picture of success and it would be imperative to begin tracking other points of engagement to properly identify areas of success, as well as opportunities for growth. WebSuitable’s Plan of Action Comprised of Three Main Strategies:
- Google Analytics & Google Tag Manager Integration to sync metrics for PPC accounts and track all on page events including online checkout through their Shopify store.
- Enhanced Geographic Targeting which implemented a radius centered campaign structure in order to provide customized messaging based on the nearest location to anyone performing a search within that region.
- Amplified use of PPC Text Ad Extensions to provide more relevant information to the searcher & increase Click Through Rates. Extensions included Sitelinks, Locations, Callouts, Reviews, & Mobile Click to Call.
The results were immediate and provided much-needed data to Beaudry Flowers based on their online ROI performance. In an industry that is very location-centric and requires quick service/action, people in need of immediate care were easily able to identify Beaudry’s worldwide delivery by creating location-specific ads, hours, and services from the newly constructed PPC Text Ads with enhanced Extensions, causing a dramatic increase in Click Through Rates and Conversion Rates. Also based on the new data being tracked within their configured Google Analytics account, the WebSuitable PPC team was able to optimize the campaigns in order to reduce overall Customer Cost Per Acquisition for each location.
WebSuitable has been a great partner, leading our web marketing strategy and growing our business through effective SEO and PPC. They bring a proven test-and-learn philosophy to everything that they do and have become a true extension of our team.” – Marlon Oneid, President & CEO, Beaudry Flowers & Silk Greenhouse.