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Challenge

Facing low branded search volume for its new Value City Furniture Rockville store location, and minimal online advertising for store grand openings, ASI sought to build awareness to both drive in-store and online traffic. To do so, ASI partnered with Resolution Media to tie together social promotions and search ads to help build search volume, for higher engagement rates and click-through rates (CTR) while promoting its grand opening.

Strategy

Considering the challenge and to build awareness to both drive in-store and online traffic for the Rockville store location, the team chose to leverage:

  • Geo-targeted Facebook ads
  • Paid search geo-targeted ads featuring standard and visual sitelink extensions
  • Call-out extensions
  • In-store call-to-action
  • Branded keywords

Execution

Resolution leveraged geo-targeted Facebook ads (encouraging users to search for and visit the new location), paid search geo-targeted ads featuring standard and visual sitelink extensions, call-out extensions, and an in-store call-to-action, along with branded keywords, effectively meeting client goals by building awareness prior to the event through social media and generating additional search traffic from users who saw the Facebook posts.

Results

Launching promotions on Facebook prior to the opening built awareness of the new location, spurring users to search for the new store on search engines building search volume. ASI achieved higher Engagement Rates and CTR than benchmarks on both search and social, indicating the ads were both relevant to users and users were interested in visiting the new store.