Bose

Information about the company

Bose Corporation is an American manufacturing company that predominantly sells audio equipment. The company was established by Amar Bose in 1964 and is based in Framingham, Massachusetts. Bose is best known for its home audio systems and speakers, noise-cancelling headphones, professional audio products and automobile sound systems. Bose has a reputation for being particularly protective of its patents, trademarks, and brands.

Commercial approach

In implementing the strategy across both brand and generic campaigns, MediaCom Worldwide bid on location-related keywords (for example “Bose store London”) and used geo-targeting to increase bids by 20% within a five-mile radius of any Bose store. They included ad extensions linking to the store locator on the Bose website and added location extensions to display the nearest store address and a map within ads.

Google Ads success story

Google Local Campaigns allowed the team to brand Bose store locations in Google Maps alongside new products and offers. By clicking on the Bose logo, consumers would see a call to action encouraging them to call, save, or get directions to the store, as well as additional information about testing the Bose SoundWear Companion in a store.

To be sure of reaching consumers most likely to be interested in Bose products, the team used remarketing lists for search ads and increased bids for in-market audiences. For instance, they made bid adjustments to show ads to people whose online behaviour suggested they were in-market for products like speakers or wearables.

Results

- Store visits increased by 50%.
- Revenue generated from store visits increased by 56%.
- Approximately 10,000 additional store visits.
- 98% lower cost per acquisition.