Google AdWords Express > Success Stories: Crab Apple Kids

Success Stories

Google AdWords Express Delivers 44% ROI for Online Retailers

For Anna and James Incledon Jr., running Crab Apple Kids is a labor of love. They handpick the merchandise for their online children’s clothing store from a long list of top designer brands and adjust their selections according to customer feedback. Sales are strong, but ensuring continued success requires an effective online marketing strategy, including raising awareness in their hometown of Chicago.

Challenge

Knowing many consumers like to shop locally, the Incledons hoped to find an advertising solution that would emphasize their Chicago roots so Crab Apple Kids would stand out when area shoppers searched online for children’s clothing.

“The kids’ clothing field is highly competitive,” James Incledon explains. “We’re always looking at ways to get our name out there and increase sales.”

Action

In December 2010, the Incledons added Google AdWords Express, an online advertising tool that helps users reach local consumers. “Even with an online business, you still have people in our state of Illinois searching for children’s clothes,” he says. “It’s just another avenue for me to grab customers.”

Incledon set up their ad so it appears when consumers search online for clothing stores and kids’ clothing in Chicago. With his ad up and running, he can quickly monitor his results from the Places dashboard.

“The interface is easy to use and easy to understand,” he says. “It gives us a lot of information on performance.”

Results

Since adding Google AdWords Express, the Incledons have seen a 44% return on their investment. Incledon also credits it with drawing many new potential customers from the Chicago area and nationally – 89% of their AdWords Express traffic is from new visitors.