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Capital Tile

Top Tile Distributor in British Columbia

Capital Tile is a tile importer and distributor in British Columbia which aims to transform rooms, ignite the imagination, and provide that perfectly luxurious finish to the living spaces. They use their e-commerce platform to cater to the needs of interior designers, contractors, builders, and architects, serving as a convenient source for their requirements.

Team.

Website Developer

Graphic Designer

Content Developer

Project Timeline.

2023

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Project Overview

The Challenge.

In navigating the digital landscape for a tile distribution ecommerce, we confronted notable challenges. Firstly, to create a formidable presence in top of the page of search engines, company needed to increase its budget significanly which was not feasible at the time.

 

Secondly, company's objective is to provide materials to interior designers, builders, and architects in Greater Vancouver and Victoria. Capital Tile is set on redirecting customers who usually go to its competitors, particularly in specific areas of Victoria. The challenege is to capturing the attention of the audience who are currently inclined towards competitors.

The Goal.

In the pursuit of project objectives, several key goals were identified. Firstly, an emphasis was placed on augmenting the visibility of paid advertising initiatives and to compete with big names such as Homedepot and Wayfair. The aim is to garner heightened attention and interaction with these strategic campaigns. Concurrently, a aspiration is to secure a premier position on search engine results, transcending competitive forces. Additionally, Capital Tile needed an enhancement in ecommerce sales. Beyond monetary objectives, a distinct emphasis was laid upon attracting a robust community of interior designers by fostering an elevated rate of sign-ups.

My Role.

I had strategic, operational, and analytical responsibilities related to the planning, creation, and optimization of paid media campaigns over Google, Instagram and Facebook platforms to generate market demand for Capital Tile and its products. I was responsible for the day-to-day management of all paid media marketing campaigns including ongoing analysis, optimization/iteration, and market/competitive research to maintain strong returns on our media buying investments.

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collaborating with the design and development teams, my role revolved around boosting sales in the ecommerce with a strong emphasis on conversion rate optimization. I delved into the intricacies of user experience, fine-tuning elements across the sales funnel to enhance not just the conversion rates but overall customer satisfaction. Implementing A/B testing, analyzing user behavior

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In addition to this, I also take charge of:

User Journey Analysis

I tracked how users moved from first click to becoming loyal customers on our site. It was on me to figure out where people got stuck or confused, and why some dropped off. By doing this detective work, I could fine-tune our website and ads, making the user experience smoother and boosting conversions.

Landing Page Design

I had a role in the analysis and optimization of landing page design. The imperative was to create a pleasing and functionally efficient digital interface, serving as the initial point of contact for online visitors. My responsibilities included curation of impactful headlines, the strategic placement of clear and compelling calls-to-action, and the continuous refinement of design elements through testing methodologies

My Tools.

My Approach.

01

Discovery & Brainstorming

I started the process by engaging in discussions with the business proprietor and the sales team. The primary objective was to get insights into their overarching business goals and the strategic vision behind the implementation of paid advertising strategies. My endeavor extended to comprehending the entirety of their buyer journey, spanning from the initiation to the culmination of transactions. Additionally, I familiarized myself with their product portfolio, assessed their market positioning, discerned their unique value proposition, and delved into the intricacies of distinguishing their brand amidst competitors.

02

Google Ads Analysis

To get a solid grip on what's clicking and what's not, I dove deep into a comprehensive analysis of the account. I scrutinized all the vital metrics to ensure that the budget is funneled into areas that give us the best result for our buck in terms of return on ad investment. 

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What i delved into:

  • Conversion Rate

  • CTR

  • Negative Keyword List

  • Bidding Strategies

  • Bids Adjustments

  • ROAS

  • Quality Score

  • Ad Copy and Creatives

  • Keyword List

  • Device Performance

  • Ad Extensions

My findings:

  • The campaign's efficiency was compromised due to the absence of a negative keyword list.

  • We were missing out on high-volume keywords, and our ad sets weren't up to date. This gave our competitors a bit of an upper hand over our ads.

  • The ads' average click-through rate (CTR) stood at 2.4%, falling below the industry benchmark.

  • Bid adjustments weren't configured on campaigns to capitalize on optimal hours and days,

  • The Absolute Top of the Page rate fell below 60%, leading to less frequent ad displays and a struggle to keep pace with competitors.

  • The ad assets weren't fully leveraged to maximize space in the Search Engine Results Page (SERP). Moreover, the absence of rich visuals in the ads was hindering them from reaching their full performance potential.​

User Journey Analysis

To analyze the user journey during the shopping experience, I start by defining key touchpoints and creating a structured funnel, mapping out steps from initial entry to final purchase. Funnel analysis helps me identify entry and drop-off points, assess conversion rates, and highlight areas for improvements. Time and product-specific analyses offer insights into user engagement, while segment analysis allows me to understand diverse user behaviors.

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What i delved into:

  • Funnel Exploration Analysis

  • Path Exploration Analysis

  • Device and Channel Analysis

  • Product Specific Page Analysis

  • Scroll Depth Analysis

  • CTA Effectiveness Analysis

My findings:

  • High percentage of users leaving the site shortly after arriving which indicated that the landing pages or initial content are not engaging or relevant.

  • Users aren't completing desired actions, such as making purchases or filling out forms, it suggests a need to optimize the conversion process.

  • Users are scrolling excessively and clicking through numerous pages which suggests difficulty in finding relevant information or a lack of clear navigation.

  • Users are not responding to CTAs as expected, revisiting the wording, placement, or design of these elements can improve their effectiveness.

Facebook Meta Analysis

The company is running ads on Instagram, with account management handled through Facebook Meta. In order to gain a comprehensive understanding of the ad performance, I conducted a thorough analysis to delve into essential metrics to assess the effectiveness of the Instagram ad campaigns. By leveraging the tools and insights available within Facebook Meta, I aimed to identify key performance indicators, analyze the success of different ad sets, and gain insights into user engagement and conversions. This approach allows for a more informed evaluation of the ad campaigns' impact and aids in making data-driven decisions to optimize future strategies

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What i delved into:

  • Engagement Metrics

  • CTR

  • Conversion Metrics

  • Audience Demographics

  • Ad Placement Performance

  • Ad Creative Analysis

  • Time & Day Analysis

  • Return on Ad Spend

  • Instagram Shopping Insight

My findings

  • The optimization of the target audience in Meta was lacking, resulting in ad impressions being wasted on users with a lower likelihood of making a purchase.

  • A/B testing for creatives was not implemented, hindering the ability to gauge performance and utilize the best-performing ad for maximum conversion potential.

  • Ad scheduling was not implemented to optimize visibility during peak engagement periods and to reach the target audience when they are most active.

  • The pixel tracking code was not embedded on all website pages to monitor every action taken by users.

03

Strategy & Implementation

After conducting a comprehensive analysis across various channels and engaging in thorough discussions and brainstorming sessions with both the business owner and the team, I have started the implementation of strategies aimed at enhancing the key performance indicators (KPIs) for advertising on Facebook Meta, Instagram, Google Ads, and refining the design of the landing pages. The primary objective is to monitor these implementations, utilizing appropriate conversion metrics to discern strengths and weaknesses. This process was essential for optimizing each channel to its maximum potential.

Google Ads campaign setup and optimization:

  • I conducted an analysis of competitor ad copies to discern opportunities and identify distinctive messaging that could be employed to differentiate our brand from others in the market

  • I took a look at the keywords in our ad sets and spruced them up by adding the latest high-volume, relevant ones

  • I conducted an assessment of the current ad copies and their efficacy. Through the creation of various ad variations, I initiated the process of identifying the most profitable ad copies

  • I have utilized various extensions like site link, callout, and structured snippet extensions 

  • I have created the important conversion metrics using GTM and imported them to Google ads from GA4

  • I developed a retargeting campaign aimed at engaging users who have previously interacted with the ads. This involved creating compelling and visually appealing display campaigns.

  • I have adjusted bids based on the performance of keywords and specific devices and locations where users are more likely to make a purchase

  • I updated the list of negative keywords and excluded irrelevant search terms to improve targeting.

  • I modified the bidding strategy from maximum clicks to maximum conversions. This decision was informed by a sufficient number of conversions on the platform, presenting an opportunity to optimize the bidding strategy and enhance the Absolute Top of The Page rate

  • ​I integrated the Google Merchant Center for the purpose of creating shopping ad campaigns, aiming to maximize both reach and conversion rates within search engine platforms

Instagram Ads Setup in Facebook Meta/Ads Manager

Capital Tile had not been active on Facebook Ad Manager for a few months. To kick off our campaign, I conducted a thorough analysis of the account. The primary goal was to identify the most engaging types of posts on our Instagram account. This analysis guided the design of our ads, ensuring they resonate with our audience. Additionally, I initiated A/B testing to pinpoint the top-performing ad variations.

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  • I've established two campaigns: one geared towards lead generation, focusing on engaging with interior designers; the second one is designed for brand awareness, aiming to maximize reach specifically on Instagram.

  • By integrating the Facebook Pixel code across all pages of the website, I've established a custom audience list. This allows us to retarget visitors from specific pages, enhancing the precision and relevance of our ads for a more purposeful approach.

  • I collaborated closely with a graphic designer, furnishing her with creative requirements aligned with distinct objectives. I've executed A/B testing and implemented each creative posting based on its optimal placement.

  • I've crafted carousel ads that spotlight our best-selling products, ensuring the creatives resonate with our brand and align with the interests of our target audience

Landing Page Design for Ads:

I have created a dedicated landing page for Google Ads. This approach was to ensures a refined and congruent user experience, where the content of the landing page precisely aligned with the advertised content. This practice not only enhanced user satisfaction and trust but also significantly increased the conversion rate.

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  • I've crafted a Figma mockup to seek the business owner's approval on aspects like branding, messaging, and the products slated for promotion.

  • By utilizing Unbounce i was able to create a compelling landing page which was stunning and designed according branding guidelines in a short period of time

  • I have worked closely with graphic designers to prepare the best creatives for tailored ad campaigns

04

Analytics & Reporting

I have consistently monitored all campaigns, implementing optimizations to maximize their performance and enhance the Return on Advertising Spend (ROAS). Bi-weekly reports, encompassing vital metrics, are diligently prepared and presented to the business owner. Following presentation, recommendations are thoroughly discussed, seeking approval before their implementation on active campaigns. Google Analytics serves as the primary tool for report generation, ensuring clarity in visual representation and readability to facilitate data-driven decision-making.

 

These metrics includes:

 

  • Impressions on ads

  • CTR

  • engagement rate

  • landing page scroll depth

  • Event tracking (clicks, form sign ups, add to cart, starting payment process, purchase, exit pages)

  • comments

  • likes

  • conversion rate

  • ROAS

  • Average CPC

  • Auction Insights

Results & Accomplishments

220%

Increase in CTR

45%

Increase in Conversion

84%

Increase in (Abs. Top)

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80%

Increase in Engagement

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250%

Increase in Followers 

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32%

Increase in Conversion

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Get in touch with me

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© 2022 by Shane Akef

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