Contributors
Digital Marketing Strategist
EMEA Search Lead, Realtime
Sonos, a leader in home audio technology, had a reputation for high-quality, innovative products. Despite this, they struggled to reach new customers and penetrate new market segments—especially through their Non-Brand Google campaigns, which are key to attracting potential buyers unfamiliar with the brand.
These campaigns failed to generate returns, due to issues like:
Sonos needed a shift to unlock the full potential of their digital marketing strategy and drive growth.
At Realtime, we identified key areas for improvement in Sonos' digital strategy. Our approach was rooted in data-driven insights, focusing on quality over quantity to improve performance.
We shifted from a “maximize clicks” strategy to a target ROAS (Return on Ad Spend) approach, aligning Sonos’ ad spend with actual business outcomes—focusing on revenue-generating actions rather than just traffic. This shift connected campaign objectives to Sonos’ business goals, leading to better performance and measurable ROI.
By consolidating fragmented campaigns and adopting Portfolio Bidding, we leveraged more data to make smarter optimizations. This streamlined approach improved budget allocation, simplified campaign management, and enhanced performance, ensuring maximum efficiency with every marketing dollar.
Sonos’ previous keyword targeting was either too broad or too narrow. We conducted a thorough keyword analysis, eliminating ineffective broad match keywords and focusing on high-converting, relevant keywords. This ensured ads reached users genuinely interested in Sonos’ wireless audio solutions, driving better traffic and conversions.
