How Skullcandy Brought The Noise on Google Shopping

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Conceived by action sports product mastermind Rick Alden, Skullcandy exploded onto the scene in 2003 at CES with the debut of the Skullcandy Portable Link, a first in combined audio and wireless phone technology. Skullcandy has since gone on to become a globally recognized headphone and earbud brand, trailblazing their way with stylish yet affordable products that can be found on the shelves of major retailers the world over. Described as "the world's coolest ear bud" by Fortune magazine, Skullcandy has remained true to its mission: innovate to solve real problems and democratize amazing audio experiences with quality and style.

Sales and Orders

“Before S&O we struggled to achieve our desired results with Google Shopping. Now, for the first time ever, we are consistently achieving a positive return.”

Jeremy Martinez Director Digital Marketing, Skullcandy

The Obstacles: A new ecommerce store and a fresh start for their digital marketing portfolio

Replatforming Skullcandy had just made a big switch in their ecommerce solution from Demandware to our partner BigCommerce

No Product Feed During the replatform, Skullcandy essentially had to start from scratch beginning with getting a quality feed

Brand vs Broad Already recognized for their brand, Skullcandy needed an efficient way to sift through the long-tail search terms

What made it possible

Vigilant, hyper-focused managed services

  • A seamless transition using our Shopping Feed tool for BigCommerce
  • Refining key feed attributes such as product titles to improve impression share
  • An artfully designed approach in implementing multiple Shopping campaigns based on query management
  • The inclusion of important RLSA audiences such as cart abandoners and high bounce rates to garner more conversions

"For the first time ever we are consistently achieving a positive return with Google Shopping, all thanks to Sales & Orders.”