”Raising our brand awareness with Google... led to an increase of 97% in new visitors to our site”

Jordan Zink
Search Engine Marketing
Sierra Trading Post

What they wanted to do

Sierra Trading Post is a Wyoming-based online retailer that buys overstocks of outdoor-wear and gear and sells them on to customers at 35-70% discount. What they wanted to do was to attract new customers to their website and encourage them to identify Sierra Trading Post as a company which offers a “great selection of apparel and gear at a deep discount.”

How they did it

Sierra Trading Post took an integrated approach to raising their brand awareness with Google products. First, they expanded the keywords in their Search campaign to cover both brand and product terms. They also created separate mobile-only campaigns, which meant they could have separate bids for these devices and increase their chance of appearing in the top positions.

They created image ads for the Google Display Network, to reach new audiences. And they combined Contextual Targeting with Interest Categories so they could reach customers reading about related products and also target users who regularly check out sports and outdoor activities sites.

Finally, they used remarketing to stay front of mind for their new customers and to keep them engaged with their brand.

Did it work?

“When we evaluated our online brand awareness activity, we found it had led to 97% increase in new visitors from our initiatives. We also saw 60 million incremental impressions of our ads, as a result of the campaign,” says Jordan Zink, Search Engine Marketing Specialist at Sierra Trading Post.

“We are so pleased with the performance of our campaigns so far, that we now plan to use online video to further engage with our new customers.”