Profile

This case:
In times of Covid-19, with full dependence on physical branches, still grow 12% YoY
Why Covid-19 doesn't have to be a sales-killer for “brick-and-mortar” brands.
Results:
12.21%
more revenue (in times of Covid-19);
11.15%
more store visits;
70%
drop in CPO in PPC campaigns;

Highlights

  • Profile is one brand, with 220 physical Profile branches/workshops and many workshop owners in the Benelux. Profile does not sell anything online and is completely dependent on visits to the workshop;
  • Covid-19 seemed to be a big hit. Yet this turned out not to be the case;
  • The key to this turned out to be complete integration of hyperlocal campaigns across all channels and effective communication towards customers in these uncertain times;
  • This was achieved through dynamic feed-based SEA, display and social campaigns and an important beta in Google Analytics. These dynamic feed-based ads achieve a +197% increase in ROAS and a -70% decrease in CPO compared to traditional ads;
  • Profile has been around since 1989, and car maintenance is by no means a new industry. As a result, the growth figures exceeded all expectations;
  • In total, YoY growth of 12.21% in revenue was achieved online in 2020;
  • Profile itself did not yet have customer counters, we managed to overcome this by means of a beta test for Google Analytics which also measured store visits across all channels. Store visits also increased by 11.15% YoY in 2020;
  • Google Local is a new campaign type rolled out by Google in 2020. We used this immediately, and we now pay an average of 64% less for our store visits than what we achieve with “traditional” SEA campaigns. It pays off to lead the way!

Results

  • 12.21% more revenue (in times of Covid-19);
  • 11.15% more store visits;
  • 70% drop in CPO in PPC campaigns;
  • 104% increase in CTR in PPC campaigns;
  • 197% increase in ROAS from PPC campaigns.

Interested?