Slöjd-Detaljer multiplies sales with Google AdWords
In the 1960s, Slöjd-Detaljer started selling handcraft materials to schools by mail order. The catalogue still lives on, but nowadays they offer a far wider range of products and also sell to private individuals, both in their store and online. About a year ago the company invested in increased online visibility – with help from Google AdWords. Head of Marketing Caroline Hedberg explains: “For people like us who work with catalogues, this is a new market we are trying to get to grips with. We have been remarketing, running display adverts and keyword ads. Above all, we’re now reaching more and more private customers through Google. By ensuring good visibility online, even small companies like us can get noticed.” Slöjd-Detaljer’s decision to pay for certain keywords has paid off. Their 9,000 lines are fairly specialised. Many keywords face little competition, and when used they often lead to purchases. From a competitive perspective, this is a great position to be in; but through a targeted budget increase, Slöjd-Detaljer has managed to improve its conversion rate even further. In fact, every krona invested during one particular campaign generated 263% as much in turnover. “We ran a Christmas campaign during the autumn across the three Google channels: the traffic on our website increased by 89%, revenue by 103%, Return On Advertising Spending (ROAS) went up by 7% despite us increasing the budget, and 115% more purchases were made. We think that’s fantastic,” concludes a satisfied Caroline Hedberg.
Above all, we’re now reaching more and more private customers through Google. By ensuring good visibility online, even small companies like us can get noticed.