Project overview
Initial Position
- Every day, Migros customers search for the opening times of more than 650 branches on Google.
- Searches are usually conducted on a smartphone while out and about.
- By default, Google shows the opening times of the closest branch in Google Ads.
Your success is our motivation.
Together, we write your success story.
Goals
- To enable Migros customers to find the correct opening times of the required Migros branch with AdWord ads quickly and easily, regardless of their location.
- The solution should be cost-effective and easy to implement.
The Google Ads experts and software engineers at Webrepublic found a pragmatic digital solution in a very short time.David Burst
Media Project Manager, Federation of Migros Cooperatives
Measures
- The software engineers of Webrepublic developed two scripts:
- The first automatically creates an extensive set-up in Google Ads that ensures that the information on the branch the user requires (and not the nearest branch) is displayed
- The second script automatically generates 3,000 up-to-date Google Ads ad texts with accurate opening times of Migros stores every day.
- With integration of Google Maps, users can start the navigation to the relevant branch with just one click.
- Sector:retail
- Webrepublic customer since:2011
Results
- Relevance: With over 3,000 automatically generated ad texts, tens of thousands of Migros customers – more than 60,000 on peak days – find the correct opening times of the Migros store they are looking for.
- Visibility: The increased relevance of the ad texts led to 80% more impressions.
- Efficiency: Thanks to the highly relevant ad texts, most users do not even have to click on the ad. This led to a 25% reduction of the CTR and increased efficiency.
Searches for the opening times of Migros stores are now displayed correctly at all times and have led to more customers visiting our stores.David Burst
Media Project Manager, Federation of Migros Cooperatives
