Headphone Zone directed its Google AdWords strategy to capture its consumers at different stages of their purchase.
Product Listing Ads help to showcase the products and connect with customers in a targeted way Google PLA allows retailers to connect the right product with the right customer at the right time. Headphone Zone was able to display their ads, which included important details that consumers would typically want to know about, such as price, photos, and product descriptions that helped deliver on a significantly higher CTR.
By implementing Catalogue enhancements, that is managing ads across multi screens, delivered even better results for PLA campaigns. A Search campaign with an emphasis on cost per conversion Search helped to target consumers at their exact point of purchase. To deliver on reduced CPC, the campaign was optimized by negating non-performing keywords and assigning optimal bids on performing keywords. A tightly-themed Search campaigns was launched with strict segmentation of keywords by match types.
Remarketing lists for Search ads (RLSA) allowed Headphone Zone to customize the Search Ad campaign for consumers who had previously visited their website but had not made a purchase or abandoned their shopping cart mid way.
Buoyed by the success of Google AdWords campaign, Headphone Zone is eager to drive future sales by exploring new campaigns and sub channels on Google such as Display and Display Remarketing while maintaining its focus on maximizing its ad spend.