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MadeiraMadeira: Driving new growth and new audiences

  Article , Retail , Success stories

Retailer boosts clicks and impressions with Microsoft Advertising

MadeiraMadeira logo

Background

Founded in 2009, MadeiraMadeira is one of the largest furniture retailers in Brazil. The unicorn startup has become a standout in the online market focused on home products, including furniture, as well as appliances, lighting, accessories and more. With a catalog of more than one million products, the company's mission is to help its customers tell their stories through their homes.

Engaging Microsoft Advertising as a unique channel has brought us a great deal of value and business growth.

— Bruna Girata, Performance Marketing Manager, MadeiraMadeira

The challenge

In 2020, e-commerce increased considerably in the Brazilian market, and for MadeiraMadeira it was no different. This growth in online sales prompted the company to seek new opportunities by tapping into the potential of Microsoft Advertising. The challenge was to reach new audiences and grow the business by expanding their paid search campaigns. MadeiraMadeira replicated successful strategies and best practices used in other media channels and applied them to their Microsoft Advertising campaigns.

The Microsoft Advertising solution

Once MadeiraMadeira began to view Microsoft Advertising with Microsoft Bing as a unique channel with a unique audience, they started to apply custom strategies to reach and engage the Microsoft Advertising audience. Using the Microsoft Advertising Intelligence tool, they analyzed the search behavior, search volume and competitiveness of the search terms used. They studied the demographics and buying behavior of customers who interacted with the Microsoft Audience Network, and applied bid adjustments based on location, device, day, and time, directing their investment to clicks where the chance of conversion was highest.

image of the MadeiraMadeira site on a mobile device.

A bid strategy test was conducted for each campaign. By optimizing titles, descriptions, and extensions based on the interests of the target audience, MadeiraMadeira noted an increase in impression share and click-through rate (CTR).

"The partnership developed between MadeiraMadeira and Microsoft Advertising made the project much more qualified and more efficient. Engaging Microsoft Advertising as a unique channel has brought us a great deal of value and business growth. We grew more with Microsoft Advertising than most other marketing channels in the same period," says Bruna Girata, Performance Marketing Manager at MadeiraMadeira.

The results

MadeiraMadeira found it was possible to reach a highly-qualified audience and achieve results much higher than expectations, all in a short period of time. Some of the results they saw:

  • 2X increase in the volume of users
  • 35% lower cost per click (CPC)
  • 56% higher conversion rate
  • 3X increase in the number of conversions
  • 34% increase in average sale
  • 318% increase in revenue
  • 43% lower investment
  • 642% increase in ROI from the previous period

"[Before] we were not managed by a Microsoft Advertising team, and strengthening this relationship was critical to ensuring the exceptional results we achieved. We receive valuable support from this team, from guidance to best practices to the application of optimizations," says Haila Procópio, Performance Marketing Analyst at MadeiraMadeira.

[Before] we were not managed by a Microsoft Advertising team, and strengthening this relationship was critical to ensuring the exceptional results we achieved.

— Haila Procópio, Performance Marketing Analyst, MadeiraMadeira

See a summary

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