Google Ads for Furniture Business: How To Setup An Effective Campaign

Promoting a furniture business in Google Ads is one of the most effective ways to drive traffic and sales online and in-store. There are many tools and features that are available to you, including campaign types that will help you to reach your audiences at different stages.

In this article, I list the main campaign settings that will help you to setup an effective campaign. And you’ll be able to update these settings as you run your campaigns and drive traffic to your website.

 

Campaign objective

A furniture business advertising in Google Ads, can choose one of the many objectives that are available in the campaign. This can be to drive sales in-store or online, drive leads, raise awareness and so on. However, the Sales objective is the most popular and selecting that will provide you with controls, features and campaign types that will help you to drive sales.

 

Campaign type

With a Sales objective you have a number of campaign types that you can pick from. It’s also possible that you can use all the available types like Search, Shopping, Display, Performance Max and so on.

For a Search campaign, you’ll use keywords to target people that are searching on Google for furniture. And with a Shopping campaign you’ll need to submit a product feed to Google Merchant Centre with the list of products that you want to promote. And then you’ll link this account with your Google Ads account and then create your Shopping campaign.

So, you can start with both these campaign types, or start with Search which is easier to setup and then create a Shopping campaign later.

 

Budget

As a furniture company that’s either launching Google Ads campaigns for the first time, or need help setting up a new one because of poor performance, budget setting is one of the most important factors to consider. The budget you set will determine the overall performance of your campaigns.

It’s ok to start with a test budget to assess performance. And a good amount to start with is £500 or $700 the first month. This is what many furniture companies start with and then they increase it as performance improves and as they roll out more campaigns.

 

Bidding

For a furniture business setting up a new campaign, I would recommend using an automated bid strategy. This helps you to increase the chances of your campaign achieving its objectives. And with automated bid strategies you can focus on Impressions, Clicks, Conversions and Conversion Value.

And for your new campaign, I recommend setting up a click-focused bid strategy like Maximise Clicks which will try to get as much traffic for you as possible and lead to more sales or leads.

 

Keywords

Unlike a Shopping campaign which uses attributes in your product feed to target searches that are relevant for your products, with a Search campaign you’ll use keywords to target people who are searching.

So, you’ll carry out some keyword research with a tool like Keyword Planner which you’ll find in Tools & Settings in your Google Ads account.

After finding the keywords you want to bid on, you’ll need to add match types to them to control the searches that you get. With a new campaign it’s best not to use broad match keywords because these will likely drive many searches that are not relevant, especially when you’re just starting and have few negative keywords.

Instead, start with phrase and exact match keywords like this keyword for example:

“buy sofa bed” – phrase match
[buy sofa bed] – exact match

 

Text Ads

The keywords you create should match with your ads closely in each ad group that you create. One Responsive Search ad in each ad group is usually sufficient to run an effective campaign. That’s because you get 15 headlines and four description lines to promote your furniture business with targeted benefits and features.

 

Ad schedule

The Ad schedule feature allows you to set the days and hours when you want your ads to appear on Google. And as a furniture business, that can be anything you like, as long as it meets the objectives of your business.

The default setting is for your ads to appear at all times. And it’s usually best to start with this and narrow it down as you assess the performance of your ads. The Segments reports show the days and hours when you get the best sales or clicks and then you can adjust to that if you want later.

 

Where your ads appear

All Search ads are eligible to appear on Google for people who are searching with related keywords. These appear in the top or bottom positions and will usually be labelled ‘Ads’ or ‘Sponsored’.

Your ads will also appear across the Google networks you’ve opted into. If you opt into Search partners, your ads will appear on hundreds of sites like CNN that host search results and also Google-owned properties like YouTube and Maps.

And if you opt into the Display network, your ads will be eligible to appear on over 3 million sites and apps that are part of this network. However, your ads will only appear there when you’ve budget still left over each day from your Search ads.

But it’s best to leave out the Display network from your Search campaign because it is a completely different model. So, it’s best to create a separate Display campaign if you want to advertise there and you’ll have more targeting options.

 

Case study

Read the Sofabed Barn case study to find out how I helped them improve their cost per click (CPC) rates and how their cost per acquisition dropped to below £5.

 

Get in Touch

Need help setting up a Google Ads campaign for your furniture company? Reach out to me below and send me a message about your requirements. As a Google Ads specialist and PPC consultant I’m able to help you setup and manage an effective campaign.