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Topps Tiles boosts overall clicks in one month with Responsive Search Ads

Back to all success stories

Topps Tiles boosts overall clicks in one month with Responsive Search Ads

Goals
  • Reach and inspire potential customers online.
  • Harness the multichannel sales journey, and drive potential customers in-store.
  • Be across as many Google channels as possible and promote brand USPs and services.
Investment
  • Implementation of Responsive Search Ads within both brand and non-brand campaigns.
  • Multiple headlines and descriptions were rotated to identify the best-performing copy.
  • Used powerful audience data to optimise the campaign.
Results
  • 20k Additional clicks over the first month.
  • 178% Increase in total number of orders.
  • 29% Decrease in cost per action.

“The introduction of new Google products, such as Responsive Search Ads, really helps us supercharge the activity that we run, which is a vital element in many stages of our customers' purchase journey. With Croud's help to implement these exciting developments from Google, we've been able to drive even more traffic to site - helping us to deliver and even exceed our digital KPIs as a business.”

- Steve West, Digital Marketing Manager, Topps Tiles

About the company

1963

Topp Tiles opened its first store

370

Stores now operating in the UK

1,800

In-store specialists to provide world class customer service to customers

About the goals

As the majority of customers will visit a Topps Tiles store at least once during their purchase journey, linking up the multichannel journey is of great importance to them. They were keen to not only inspire customers online but also drive them into a store for a consistent and seamless experience.

This meant that being present on Google across as many of its channels as possible was crucial for Topps Tiles. As well as this the company was keen to optimise the ads that were available to them, ensuring that they were promoting their USPs and services as much as possible.

Investment

In conjunction with their partner agency, Croud, Responsive Search Ads were implemented into the Topps Tiles account within both brand and non-brand campaigns.

After selecting eight headlines and four descriptions, Topps Tiles had allocated a good amount of assets for Google Ads to rotate through and identify the best-performing copy. From this, they could refine as part of their review process and implement necessary changes swiftly and efficiently. Through using an automated search format in this way, Topps Tiles were now able to leverage the most powerful audience data available to them and optimise their digital campaign accordingly.

The flexible nature of Responsive Search Ads allowed the company to share their message with a larger number of potential customers as their ads could now compete in more auctions and match more queries which attracted additional clicks and conversions.

What is Google Ads?

Google Ads is an advertising service by Google for businesses that want to display ads on Google search results and its advertising network.

Try Google Ads now

Results

20k

Additional clicks over the first month.

178%

Increase in total number of orders.

29%

Decrease in cost per action.

After using Responsive Search Ads, Topps Tiles have generated an additional 20,040 clicks, a 17% increase within this campaign, over just the first month of deployment. As well as this, the company has seen impressive year-on-year improvements across the board. Topps Tiles’ orders have increased by 178% in an efficient manner as their cost-per-action has decreased by 29%.

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