The Sewing RoomGoogle AdWords
The Sewing Room is an heirloom sewing supply store in the Inverness suburb of Birmingham. They have a thriving storefront, with an impressive inventory of fabric and lace, much of which cannot be bought for miles around. One aspect of their business that they found lacking, however, was their e-commerce store. They had been dabbling in online sales for years, but it wasn’t a significant source of revenue that would help grow their business, and they were looking to change that.
The problem was easy to diagnose. Without a constant stream of paid traffic driving qualified users to their store, it was unlikely that sales volume would ever grow at an acceptable rate. With no previous digital marketing history for them to build on, we went with our go-to source for national online sales: Google AdWords.
We commenced the creation of a brand new AdWords account, a lengthy project that requires writing potentially hundreds of different ads as you try to make your message link up as specifically to any given search query as possible.
If someone searches for “gray chevron fabric,” we want to deliver them an ad specifically about gray chevron fabric. Likewise, if they search for Swiss Batiste lace, we don’t want to show them the gray chevron ad. We want to show them the Swiss Batiste ad. With AdWords, relevance is key, and if you aren’t constantly writing new ads to cover each query with a specific ad, your ads will cost more per click, and will place lower in search rankings.
Within a month of building, launching, and optimizing their AdWords account, their e-commerce was finally seeing substantial growth from customers around the nation.