Audience-first paid search efforts deliver impressive results
Case Study Snapshot
Client: EVEREVE
Industry: Retail
The Challenge
Driving online visibility and sales in a highly-competitive market
With goals of growing brand visibility and increasing online sales, EVEREVE needed to engage one of the most in-demand target audiences: high-income women aged 35+ who are interested in fashion. For its search marketing efforts to break through, it was critical that the brand supplied helpful product information earlier in the journey that propelled consumers toward conversion.
Strategy
By leveraging data-driven audience insights, it was clear that paid search and shopping were key opportunities to achieve EVEREVE’s objectives given their ability to expose consumers in the research phase to EVEREVE’s products. So, we reinvisioned EVEREVE’s paid search strategy so that it would work in lockstep with the target audiences’ consumer journey.
This audience-focused approach included:
- Adjusting campaign structures to differentiate brand and nonbrand terms, connecting customers with the products they were searching for
- Updating ad messaging to ensure brand copy was prioritized early in messaging
- Testing of new creative types to align content with seasonal relevance and improve the customer experience
- Leveraging Google’s Brand Broad Match beta to ensure consumers were shown EVEREVE content that matched their search criteria
Proof
Awards
The audience-first paid search approach wins big with two search marketing awards
Collective Measures and EVEREVE were named finalists for two industry awards for this impressive approach to search marketing: the US Search Awards and Search Engine Land Awards.
