In order to achieve Dune’s objectives our team of Paid Search specialists implemented inventory aware campaigns. Inventory aware allows us to use product feeds to create dynamic ad copy that is up-to-date and relevant to the consumer. These campaigns also work well on mobile devices as consumers who are shopping in-store are more likely to search a specific product name if they cannot find the size or colour they are looking for.
By using custom product description fields we could create highly targeted in-depth messaging promoting certain aspects of the product. This allowed us to extend the reach of our Inventory Aware campaigns beyond the typical brand product keywords to more generic keywords. By using broad match keywords we can capture a greater range of relevant searches, lending keyword ideas for future campaigns.