To increase merchandise sales leading into the 2019 Sturgis Motorcycle Rally, RSA set up and ran a Google Shopping campaign for Sturgis Tees. This campaign allowed Sturgis Tees to show up prominently on Google when a search for Sturgis Rally merchandise was conducted, with photos and prices of items from their online store being shown at the top of the page. This strategy contributed to a growth of over 27% in sales over the previous year, and resulted in over 2,000 clicks to visit the Sturgis Tees online store. The click-through rate for this campaign was well above the industry standard of 0.9%, reaching an astonishing 1.48%, and the cost per click was almost 30% less than similar campaigns.
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