Bose

Increasing the volume (of in-store sales)

Challenge

Consideration

Summary

The quality of Bose audio products needs to be heard to be believed. To drive sales, we needed to push people to its stores to experience its products first-hand.

The Campaign

Three core personas were searching for Bose on their mobiles: price-sensitive customers, premium-benefit-oriented customers, and traditional users.

So, we bid on location-related keywords and used geo-targeting to increase bids by 20% within a five-mile radius of Bose stores.

Ad extensions linked to the store locator on the Bose website and we added location extensions to display the nearest store address and a map.

We used Google Local Campaigns to brand Bose store locations in Google Maps alongside new products and offers.

By clicking on the Bose logo, consumers would see a call to action encouraging them to call, save, or get directions to a store.

Finally, we used remarketing lists for search ads and increased bids for people searching for speakers and wearables.

Results

Store visits driven by search increased by
50% YOY.
In-store revenue driven by search increased by
56% YOY.

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