Campaign: Using Search to Drive Traffic to Offline Stores
Client: Cabela’s
Agency: Performics
Outdoor outfitter Cabela’s, long a strong catalog and online seller, wanted to raise the visibility and the traffic counts of its brick-and-mortar retail locations.
The answer: online coupons offered in pay-per-click (PPC) search ads, keyed to searchers’ geo locations and redeemable only in-store during a holiday sales event. Codes attached to the coupons would let Cabela’s and interactive agency Performics link the redeemed discount to a specific PPC ad, giving a clearer picture of the impact online search had on the retailer’s offline sales and suggesting how to optimize search marketing for better ROI.
Campaigns targeted a 200-mile radius around each Cabela’s store, and ad copy customized content to make the geo location evident. Keyword lists were built around Cabela’s brand, the holiday and the combination of the two; landing pages guided visitors through the coupon printout and redemption process and asked them for their e-mail address.
The Cabela’s coupon campaign saw a 10% “click to coupon redeemed” rate and a 40% in-store redemption rate, both far exceeding previous paid search performance.
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