Salesfire &
HiFiSound
Boosting campaign performance with Salesfire's Google Ads integration.
+19%
increase in Google Ads campaign clicks
+85%
increase in Google Ads campaign conversions
+97%
increase in Google Ads campaign ROI
Introducing, HIFiSound
Established over two decades ago, HiFiSound is an independent specialist in HiFi audio systems. Stocking everything from turntables to cables from trusted brands, HiFiSound offers everything shoppers need to create high-quality listening experiences.
The challenge
Aiming to grow as a brand, HiFiSound were using a Google Ads strategy to both attract new customers and retain existing ones. Although this strategy was working somewhat effectively, HiFiSound sought to improve its performance through the Google Ads channel.
HiFiSound was mainly using Performance Max Google Ads. As these are primarily guided by the ‘audience signals’ or user data the brand inputs, improving their targeting and performance would require access to enhanced shopper data.
The solution
HiFiSound was already using Salesfire’s email as part of its shopper retargeting strategy. After discussing their goals for growth with their dedicated Success Manager, they were introduced to our Google Ads integration.
With this integration, HiFiSound could use the detailed data Salesfire already captured on its site to refine its Google Ads strategy. To better understand where to focus their paid ad budget, HiFiSound began by segmenting shoppers based on interest in each of the brands they stocked. This allowed them to gauge their most popular brands and, therefore, focus on promoting the brands that more shoppers were likely to engage with.
Two key brands were discovered as generating high interest on HiFiSound’s site. Once segments of shoppers interested in these brands were created, our integration meant HiFiSound could feed them directly into their Google Ad campaigns.
Using real-time, first-party Salesfire data to inform their Google Ads campaign audiences meant the accuracy of their campaign targeting was improved. New site visitors who showed interest in certain brands would be automatically added to their Google Ads campaign Audience, ensuring they were retargeted. Google Ads could also use the enhanced shopper data to better predict which users to display ads to, improving campaign relevancy and increasing the likelihood of a click.
Results
Using Salesfire segments to inform its Google Ads, HiFiSound was able to more effectively reach relevant shoppers. Due to this enhanced targeting, the brand experienced an overall uplift in performance of the campaigns into which Salesfire segments were fed.
After just 60 days of leveraging Salesfire’s segments within its Google Ads strategy, HiFiSound experienced a boost in performance compared to the previous period:
• 19% increase in clicks on Google Ads campaign 1
• 97% increase in ROI from Google Ads campaign 1
• 85% increase in conversions from Google Ads campaign 2
“We’ve been using Salesfire for around a year now and have been finding the tools provided invaluable. Now with the ability to link the data collected via Salesfire to our Google Ads account, we are seeing a really positive impact on our ad performance and look forward to seeing this grow as we continue to use it.”
Andrew Mayo, Digital Manager at HiFiSound