The PR Agency for Architecture, Design and New Work

Increase Site Traffic with Google Ads

Our SEA Campaign Gets Potential Customers to the Manufacturer's Website

SEA

Lead-generating search engine advertising for Kettnaker is key in a highly competitive environment.

The challenge:

The furniture industry is a hotly contested market also on Google and Co. In order to position the modular furnishing systems of the furniture manufacturer Kettnaker, which are sold via a classic dealer network, prominently in the top positions in internet searches for exclusive furniture, a comprehensive online marketing strategy was required. In addition to our SEO measures around the Kettnaker website, we had to develop an SEA campaign that would lead potential new customers and also — at the special request of the manufacturer — job applicants to the trainee job advertisements on the website.

Our strategy:

No successful ads without the right keywords: in the context of the paid campaigns, we were able to rely on the comprehensive keyword research that we had already developed for the furniture manufacturer in the SEO context. To attract new target groups to Kettnaker with industry-relevant keywords and to achieve the desired conversions, the interlocking of the different SEA campaigns (branding, consideration, awareness) is indispensable. The ad objectives included triggering the “dealer search” on the website, as no online shop existed yet.

Our strategy for success: convince within seconds with crisp, industry-specific ad texts.

The implementation:

The most important step of the limited advertising run was to first place ads on the brand name Kettnaker. This is the only way to avoid competitors using the keyword “Kettnaker” to place themselves in position 1 in Google search. Within a fixed budget, we bid on promising keywords with the ad formats and texts we developed. Our awareness campaigns relied on brand-independent keywords such as “designer sideboard” in order to lead even those furniture aficionados to the website who did not know Kettnaker before. We used the existing Google search volume for Kettnaker dealers to direct them to the relevant sub-page with appropriate ads so that this too would not be exploited by the competition.

To address potential new employees, we developed a separate ad campaign targeting young people with an interest in woodworking in the immediate vicinity of the manufacturer’s site.

The results:

The search engine advertising we designed and implemented for Kettnaker increased traffic to the manufacturer’s website by 40%. In combination with our SEO measures, the design of content-based landing pages for the SEA campaigns and our Social Media Management, Kettnaker’s online visibility increased significantly. Search engines and direct search are the main traffic suppliers and are to be used effectively for customer acquisition and retention in the future as well.

The Google job ads led to Kettnaker’s new career pages, which hicklvesting prepared with strong content. In the interaction of SEA and website content, Kettnaker recorded an increase in incoming applications, so that the new trainees could be acquired in a short time.

Conclusion: Regardless of whether furniture products are sold via their own online shop or via third-party suppliers, we achieve the desired product and brand awareness for our clients with continuously optimised SEA campaigns.

Promote furniture with an SEA campaign: the exclusive furnishing systems from the furniture manufacturer Kettnaker stand out from the competition — with search engine advertising now also online

Our client:

Kettnaker Möbelmanufaktur, based in Dürmentingen, Swabia, is the fifth generation to develop and produce exclusive, individual and freely plannable furniture systems. All production steps from design to conception to production are 100 percent “Made in Germany”. The furniture manufacturer’s portfolio includes solutions for all individual furnishing wishes and ranges from sideboards and wardrobes to tables, shelving systems and the bed.

Kettnaker’s partner network extends to around 300 exclusive companies from the upmarket furnishing trade, interior designers and interior designers. The internationalisation of the German manufacturer is also progressing steadily in Moscow, Dubai and Shanghai.

Find out How we Support our Clients: More Cases from the Fields of Design, Architecture and New Work

Success Factor Personality PR

Personal Branding for Architect and Designer Personality Piero Lissoni

Personal Branding

For 20 years, hicklvesting has accompanied the creative office Lissoni with versatile PR measures that put the focus on the extraordinary personality of its founder.

show case

All cases