Creative Direction, Digital Design, Product Design and Strategy
Zappos paid search strategy consisted of the obvious search terms such as shoes, clothing, houseware and other popular categories. However, as a company we paid close attention to our own internal analytics such as site search data and with brands like UGG, The North Face, Adidas, and others topping the list we knew we had an opportunity to include brand names as part of our paid search strategy.
The real opportunity was in giving our customers searching for these popular brands semi-custom curated brand landing pages exposing the various ways to shop, recommendations, and more. This approach proved to be so successful we as a product team in partnership with the merchandising department were able to make these pages an upsell to some of the top tier brands.