Bel Furniture

Bel Furniture is a family-run furniture retailer focused on offering high-quality furnishings at a reasonable price point. From the humble dream of two brothers, Bel Furniture has grown to 15 locations and three distribution centers throughout Houston, Humble, Webster, Beaumont, and San Antonio. But it’s not stopping there; its rapid growth is continuing into other markets across Texas.

 The company is now on an accelerated path to reach 25 showrooms over the next five years. To help get it there, Bel needed more than a factory flat-packed campaign. Amuse worked together with Bel to craft an effective custom strategy to simultaneously grow the company’s e-commerce sales and increase foot traffic to its stores in established and growing markets.  

The Challenge

To achieve its goal, Bel Furniture needed to drive new leads and increase sales beyond the scale of their dedicated staff of 350 people. With a timeline of eight months, Bel Furniture wanted to significantly raise its sales through all avenues using search marketing. 

Strategy & Implementation

The Amuse team zeroed in on three things. The first was raising e-commerce sales, a KPI measured in dollars and compared to dollars invested. Second, driving in-person visits was measured in visits to the Store Locator page on the Bel Furniture website. The final goal, increasing calls to the store, was driven by the SEM campaign. 

In simultaneous SEM and SEO campaigns, we included keywords related to the brand name, product keywords related to specific product offerings, and keywords to provide users searching for competitors’ products with options from Bel Furniture instead.

SEM Campaigns

The team developed automated bid rules for Google, which claimed roughly 30% of impression share in targeted markets across the industry. In these markets, bids were also structured to win nearly half of all impressions on Bing searches. Each ad was dynamic, incorporating the exact wording that searchers used to correctly identify their needs. As a result, messaging directly addressed potential purchasers in the way most likely to entice them to purchase.

Results

  • 38,141

    visits to the store locator page

  • $403,137.18

    in online (e-commerce) sales

  • 3,311

    phone calls

  • 127%

    of goal for direct ROI