Challenge:
Competing against companies like REI and Smartwool, with bigger budgets and greater brand recognition, is a constant challenge. Furthermore, carving out space in the ever-evolving Google search results page, with product listing ads and local search results, demands creative ways around the tight character limits of a standard AdWords text ad.
Strategy:
Anvil Media implemented a steady, carefully targeted rotation of AdWords Sitelinks ad extensions in Fall 2010. Distributed across both branded and non-branded campaigns, sitelinks highlighted seasonal promotions (the holiday and early winter seasons are vital to Icebreaker’s success), directed searchers towards men’s and women’s collections, and helped shoppers find local Icebreaker retailers.
Results:
Revenue from Icebreaker’s AdWords campaigns for November-January grew 497% year-over-year. While overall development and optimization of their AdWords campaigns obviously had a lot to do with this dramatic growth, sitelinks extensions “assisted” (the user either clicks on the sitelink itself, or clicks on an ad accompanied by a sitelink) on 83% of all clicks during that period.
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