BRIGHTS Hardware is a well-known and reputable hardware store with nine locations in the Western Cape. They are dedicated to customer satisfaction and offer a wide range of hardware products and services for both DIY enthusiasts and professional contractors. Fishgate proactively identified the need to grow their online sales through a comprehensive and competitive digital strategy, as BRIGHTS struggled with maintaining an online presence on Google which negatively impacted sales under their own steam.
0%
YoY Online Sales Growth
0.0
Return On Investment
R0.0
Average Cost Per Click
Approach
Our approach was multi-faceted and tailored to BRIGHTS' needs. We started with a thorough analysis of their product range and current market situation. Identifying the right Google PPC channels, and suitable messaging/creative advertising formats to connect with their customer base was crucial.
Our Solution
Our solution was to establish an ongoing PPC presence on Google using Search, Display and Shopping as the main channels of advertising, targeting both local and national customers. We then created multiple dynamic campaign types which allowed us to target both the retail and consumer audiences, with product-specific ad campaigns for the few retail campaigns BRIGHTS run every year. The challenge was incorporating these ad hoc campaigns effectively, without compromising the integrity and effectiveness of the ongoing campaigns.
Search Campaigns
Our main KPI was to increase brand awareness through impressions, clicks, and engagement rates. The secondary goal was to assist in sales consideration during product purchase decisions.
Shopping Campaigns
(Performance Max)The primary objective was to sell products online at the lowest cost possible, grow online sales revenue, and manage the products more effectively.
Display Campaigns
(Demand Generation)We aimed to increase website traffic and brand mentions across all Google social platforms.
Ad Hoc Strategy
Focused on retail campaigns during specific times of the year, this strategy combined search, Performance Max, and display campaigns. The goal was purely sales-driven for events such as Back to Tools and Black Friday.
Retail Campaigns
We aimed to grow the Average Order Value (AOV) and conversion rate for retail-focused campaigns.
Retargeting and Customer Lists
The goal was to reduce customer acquisition cost (CAC) and increase customer lifetime value (CLV) through effective retargeting efforts.
Results
The impact of our initiatives was significant. PPC contributed to a growth of between 45% to 56% of direct sales (product grouping dependent), and achieved a 100% year-on-year growth for 2021/2022 period and 35% in 2022/2023. Our strategy led to an ROI of 3.91 and a share of voices ranging from 41% to 60%. These results demonstrate the effectiveness of our detailed analysis, insights, and technological expertise in driving real growth for our clients.
Case Studies