Shokz: Microsoft Audience Network Expands Traffic Index from 100 to 650
Shokz
After Search and Shopping stabilized, Global Gravity introduced Microsoft Audience Network for Shokz, turning Bing media from demand capture into an Audience + Search + Shopping growth model.
Results
The Challenge
The challenge
Shokz is a premium consumer electronics brand with a long consideration path. Buyers compare features, usage scenarios, reviews, and brand trust before purchasing. Search and Shopping captured existing demand well, but new-user discovery was limited.
- Search was near its growth ceiling. Search captured intent, but could not keep expanding the prospect pool alone.
- The decision journey was long. The brand needed earlier touchpoints before a user searched directly.
- Last-click reporting was too narrow. Audience contribution had to be evaluated through new clicks, new visitors, assisted conversion, and ROI.
Our Solution
Our solution
Global Gravity introduced Microsoft Audience Network and rebuilt the structure into three coordinated layers: Audience for discovery, Search for intent capture, and Shopping for product-level conversion.
- Audience selection. Sports, technology, and audio-device INT audiences were tested to reach users before explicit search intent appeared.
- Creative strategy. Assets emphasized product use cases and differentiated benefits for feed environments.
- Structural separation. Audience and search users were separated by ad groups and landing-page logic.
- Full-funnel evaluation. The team reviewed incremental clicks, new visitors, assisted conversion, and ROI rather than last-click sales alone.
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