About Schuurman Schoenen•Headquarters in Neede, Netherlands•Shoe retailer established in 1951•www.schuurman-schoenen.nl

Goals• Increaseefficiencyincampaignmanagement

•Tailoradsaccordingtousagetrends and device•Captureuserstodriveonlineand offlinesales

Approach•UpgradedallAdWordsadvertisingto enhancedcampaigns•Adjustedbidsbydevice,locationand timeofday•Createdmobilepreferredcreativeand scheduled call extensions•Used new data sources to make better decisions

Results• Decreasednumberofcampaignsby60%•Cutcampaignmaintenanceand optimisationtimeby50%•Helpedproduceincreasesinnumberof conversions and conversion rate•Contributedtogrowthinclick-through rateof50%anddecreasesincostper clickof10%

Founded in 1951, Schuurman Schoenen is a shoe retailer with 44 storeslocatedinthenorthernandeasternregionsoftheNetherlands.Itlauncheditswebsitein2007,andthesitebecametransactionalforecommercein2009.Sincethen,thecompanyhasbuiltamobile-optimisedsiteandadoptedamulti-screenstrategytoembracethevarietyofdevicesinusebyitstargetaudience.

From manual maintenance to automationTheSchuurmanSchoenenstrategycentredonreachingthetargetaudienceattherighttimeandontherightdevice.Accordingtothecompany’sonlinemarketeerKayoKleinObbink,relyingondesktoponlymightdriveonlinesalesbutwouldnotservetheneedsofitsbaseofon-the-movecustomerswhomightbelikelytovisitthebricks-and-mortarstores.“Inthepast,wefocusedonfindingtherightcombinationoftargetingmultipledevicestobenefitouronlineandofflinesales,”hesays,“sowecreateddifferentcampaignsformobile,tabletandPCtoadjustbids,advertisingmessages,keywordsandbudgets.”

Initially,KayoandhiscolleagueNiekvanderSchootmadetheseadjustmentsmanually,tweakingcampaignsdailytotrytogetrelevantmessagesontothescreensofpotentialcustomers.SowhenAdWordsintroduceditsnewenhancedcampaignsfunctionality,theywerepoisedtoputittouse.Specificallydesignedfortoday’smulti-screenworld,enhancedcampaignsoffertheabilitytomanagebidsacrossdevices,locationsandtimesofday,allfromasingle,scalablecampaign.Bysettingmultiplebidadjustmentstotargetwhat’smostimportanttoyourbusiness,AdWordsautomaticallydeterminesthebestadtoappear.

“We’ve seen a significant conversion rate increase and also increases in numbers of conversions. The click-through rate increased on average 50% and is still climbing. The average cost per click decreased by more than 10%.” –– Kayo Klein Obbink, Online Marketeer, Schuurman Schoenen

Initially,theyupgradedonlyonecampaigntotesttheintegrationforeaseofuse.TheythenupgradedallofSchuurmanSchoenen’scost-per-clickadvertisingtoenhancedcampaigns,relyinglargelyontheAdWordseditortostreamlinetheprocess.Overall,Kayodescribestheupgradeas“reallysmoothandquick”.

Thenexttaskwastoestablishbidadjustments.“WesetourmobilebidadjustmentsusinghistoricaldatafromAdWordsandGoogleAnalytics,”hereveals.Theteamspotteddifferencesindeviceusagepatterns,thenestimatedtherightadjustmentaccordinglyforeachspecificcampaign.Creativesweretailoredbydevicetoo.Forexample,aGooglemobile

SchuurmanSchoenencutsAdWordscampaignmanagementtimeinhalfwith anupgradetoenhancedcampaigns

CaseStudy|GoogleAdWords

searchwouldgenerateaSchuurmanSchoenenadwithshort,easy-to-readinformationaltext,sitelinkstopagesmostrelevanttoon-the-moveusers,andaspecificURLtothemobileversionoftheonlinestore.

“Furthermore,weimplementedlocationbidadjustmentstoincreasestoretraffic,sopeoplesearchingclosetothestorescanseeouradincombinationwithGoogleMapstofindastoreintheirownneighbourhood.”Finally,theteam’sanalysisuncoveredaperiodofthe24-hourdayduringwhichmostsearchesforshoesoccurred.TheyadjustedSchuurmanSchoenen’sbidstocaptureusersduringthisprofitabletimespan.

IncreasedefficiencyandgrowthinperformanceKayoreportsthatenhancedcampaignshaveservedtoeliminateredundancyandhavehadasignificantimpactonefficiency.Sincetheupgrade,SchuurmanSchoenenhasreduceditstotalnumberofcampaignsby60%.“It’swaymoreefficientandalotsimplerthanitwasbefore.Iusedtospendtwiceasmuchtimetomaintainandfine-tunecampaigns,”hesays.“Igotusedtothefeaturesreallyquickly.ThenewoptionsinAdWordsenableyoutofine-tunecampaignsprecisely.”

TheSchuurmanSchoenenmarketingteamhasintroducedanumberofnewinitiativesinrecentmonths,andtogetherwiththeimplementationofenhancedcampaignsthesehavecontributedtosomeimportantsuccessmetrics.“We’veseenasignificantconversionrateincreaseandalsoincreasesinnumbersofconversions.Theclick-throughrateincreasedonaverage50%andisstillclimbing,”Kayosays.“Theaveragecostperclickdecreasedbymorethan10%.”

SowhatareKayo’ssuggestionsforothermarketershopingtoreplicatethiskindofsuccess?“Myadviceistokeepafocusontheneedsofyourcustomers,”hesays.“Trytofigureouthowyourtargetaudienceusestheirdevices,specificallytofindandbuytheproductsorservicesyourcompanyisoffering.”

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“It’s way more efficient and a lot simpler than it was before. I used to spend twice as much time to maintain and fine-tune campaigns.” –– Kayo Klein Obbink, Online Marketeer, Schuurman Schoenen