SITUATION

Stolen goat first engaged with us as they were looking to grow their brand online to be recognised as the go to brand for UK Cycling enthusiasts. They had attempted to use Google AdWords to help drive awareness but wanted to balance that with a level of profitability from their account which had proven hard to achieve previously.

FOCUS

We developed a strategy to drive relevant but performing traffic from Google AdWords through Google shopping campaigns and search campaigns targeting early funnel searches. The intention was to hit the ROI target set by the client but also build the volume of brand searches over time. The products are largely seasonal (with cycling being a sport for the better weather months) and we began work directly in the middle of that peak which meant we had to hit the ground running, but also prepare the account for the inevitable slow down into the autumn/winter months.

IMPACT

The initial work took hold fairly quickly and, within a few weeks, we were starting to meet the ROI target we’d been set. Using multi-click attribution we were able to analyse which non-brand searches were generating later funnel brand clicks and conversions and then bid accordingly (as well as move away from searches not contributing). Having an impact on the volume of brand searches was always going to be a slightly longer process, but we saw consistent growth in brand impressions month to month. And considering we were then coming down from the seasonal peak, the trend should really have been the opposite. But by October (our first month being June) we had seen a 21% increase in brand searches.

As a result of the high performance of the campaigns and the consistency that is now being achieved in growing their brand in the UK market, the client has been able to look at expanding internationally and has plans in place to now grow the brand through the US and Australia.