Founded in 1928, Studley’s Flower Gardens is a family-owned florist, garden center, and landscaping company located in downtown Rochester, New Hampshire. In addition to its physical storefront, Studley’s also boasts a robust e-commerce website, offering a wide, visually appealing assortment of flowers and plants. This online presence helps customers easily find and purchase products.The majority of Studley’s marketing budget is allocated to online advertising, with around 65% spent on digital ads and 35% on local radio and television ads.
The Challenge
As a small local business, Studley’s faces challenges competing with national flower brands on Google’s search engine results pages. Search engine optimization (SEO) is particularly challenging, as larger brands have significant budgets and dedicated teams to optimize content for higher search rankings. While Studley’s has high rankings for several local-based keywords, these rankings can fluctuate, impacting revenue. Therefore, relying solely on consistent high rankings for flower and plant-based keywords is not feasible.
The Approach
To maintain a consistent presence in Google’s search results, Studley’s Flower Gardens utilizes Google Ads. Unlike broader marketing approaches, such as direct mail campaigns, Google Ads allows Studley’s to target specific customers searching for its products or brand name near their business. For instance, the company bids on keywords related to its business name to ensure they appear at the top when someone in Rochester, New Hampshire searches for them.
Recognizing the complexities of managing Google Ads, Studley’s hired a marketing company to manage their campaigns. This professional team makes strategic decisions about which ad strategies are effective and which need adjustments, freeing Studley’s owners to focus on operating and growing their business.
The Results
Using Google Ads, Studley’s Flower Gardens effectively reaches potential customers at the moment they need flowers and plants. When a customer searches for Studley’s brand name, they are likely to encounter both an ad and the website in the search results. Additionally, even if their website doesn’t appear due to SEO fluctuations, the ads ensure visibility when customers search for services like flower delivery near the business.
Conclusion
Search engine marketing and Google Ads are valuable tools for both small, local businesses and large, national brands. For Studley’s, local targeting in Rochester, New Hampshire, allows them to effectively reach their ideal customers. Google Ads empowers smaller businesses, which may struggle with SEO, to compete with larger brands. As a future digital marketer, there’s an opportunity to assist small businesses like Studley’s. Working for a marketing company, you may manage ads for multiple clients, helping these businesses thrive in their local communities through effective search engine marketing strategies.