Magnetic bracelets often stir up heavy debate, with many potential customers initially skeptical about their benefits. Therefore, we knew our strategy had to use search query data and audiences insights to monitor intent. We therefore came up with a 3-fold strategy:
Search Query Filtering
In both search and shopping, we segmented keywords/queries by high intent searches. These included brand / models, specific products, and also ‘question’ searches (such as “what is magnetic therapy”)
- We then layered RLSAs into the campaign in order to bid more aggressively for returning users.
- We used this as a way of ‘qualifying’ our users before deciding on the appropriate bid to set.
- For example, a user searching for “magnetic therapy” isn’t very likely to convert. However, if we know they’ve previously visited through the keyword “magnetic bracelet”, we can ensure the users gets visibility by introducing an increased bid.
All of this enabled us to allocate budget to different stages of the user journey based on priority.
Google Display Remarketing
We used Google Display Remarketing to compliment the ‘top of funnel’ searchers