Luxury Retail Experience
About Luxury Retail Experience
The luxury market demands both quality products and a quality shopping experience. For the overall experience to meet the market expectations, luxury retailers must look beyond in-store marketing and look across all channels to provide a cohesive message and luxury experience to the consumer. Search is a key Factor in leveraging a luxury experience that is cohesive and unified.
One of the best ways to capture this market is through Rich Ads. Rich Ads let advertisers add videos, images, deep links and custom search boxes to their traditional Search ads. These ads marry the relevance and measurability of Paid Search with the interactivity and engagement of rich media to provide a unique experience for the searcher and meet their luxury expectations. At IMPAQT, we understand the value of providing an overall experience to the consumer and have years of experience implementing this for our luxury clients.
Luxury Retail Experience in Action
A leading luxury car maker, with a successful traditional Paid Search effort felt that its PPC campaign was not capturing the essence of its newest product line. This client looked to IMPAQT to stand out in a highly competitive marketplace and communicate the luxury experience of their product through Paid Search.
What We Did
- We recommended Rich Ads, which were in beta form at the time. Due to our long standing relationship with the engines, we were accepted into the beta testing program for Rich Ads.
- We incorporated three of the client’s videos into the ads. These videos focused around the technological features and benefits of their newest product line.
- We set up deep links in the ads to target landing pages specifically designed for the vehicle’s two different configurations, special offers, and a dealership locator.
- We analyzed the client’s campaigns across all marketing channels to set up a regular PPC text ad that was consistent with their product messaging in all other channels.
How It Worked
The client achieved the following results due to our efforts:
- 80% of searchers who clicked on the Rich Ads watched the videos from start to finish.
- Rich Ads saw a clickthrough rate 2-3 times higher than traditional Paid Search ads.
- Rich Ads were clicked on by searchers in all stages of the buying cycle, including those in the research stage.
- Rich Ads rose to the top three video plays in just 2 weeks.
Luxury Retail Experience