eFlorist is an online network of more than 15,000 independently owned florists that offer local delivery of floral arrangements across the country. eFlorist provides a one-stop resource for marketing, merchandising, technology and floral education to help these florists grow their businesses profitably and sustainably. Search marketing is an important marketing tool for this network of florists, allowing them to efficiently reach their local customers and drive sales. eFlorist enables these local florists to tap into search marketing expertise via a small centralized team.
While their search programs were already successful, in order to drive even more efficiency, eFlorist was looking to automate the onboarding process so they could launch regional search programs as quickly and easily as possible, especially during Mother’s Day, Valentine’s Day and the Christmas holiday, their biggest sales periods of the year.
Whenever they had a new florist join the network, rather than start from scratch, they wanted to take advantage of their existing campaigns and optimization efforts. Also, managing small budgets across the network could be very time consuming, so the team was looking for a solution to save time and drive efficiency.
To onboard new stores quickly and easily, eFlorist used Kenshoo’s Profile Copy feature which allowed them to copy all of the settings from an existing profile to a new store’s profile. This functionality also maintains the customized reporting that had been created enabling standardized reporting across all the stores as well.
From there, they were able to use Kenshoo’s Campaign Mirroring tool to duplicate the campaign structure and keywords and get the new programs up quickly. Both of these steps can be done in just a few clicks.
To make the campaigns relevant to each location, geo-targeting was added in and since the text ads had keyword insertion set-up, the location information was automatically tailored to the user’s local store, without any manual additions required.
Finally, to ensure they were managing their budgets as efficiently as possible, they employed Kenshoo’s Budget Pacing solution. This tool, designed for SMB clients, works by forecasting the budget that should be spent each day in order to meet the client’s overall spend goal.
These tools enabled the small but mighty team at eFlorist to launch search programs for more than 40 florist shops in less than 2 hours. Setting up this volume of new programs from scratch would have normally taken days. As a result, the team was able to meet their tight deadlines and help each shop take advantage of the holiday flower shopping season.
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