Pool Products Retailer
We helped our client transform from an industry laggard to the top pool products retailer in Canada by employing a mix of targeted strategies that capture high-intent shoppers, build brand awareness, and re-engage past visitors.
By leveraging Search, Shopping, Display, and YouTube ads, we were able to drive both immediate sales and long-term customer loyalty while optimizing campaigns for seasonal demand and peak buying periods.
“We helped our client transform from an industry laggard to the top pool products retailer in Canada”
Client
Pool Products Retailer
Client Since
October 2023
Google Ads
E-Commerce
Focus
Google Shopping, PPC Marketing, Brand Awareness
The Problem
With a store carrying over 50,000 SKUs, only about 10% of them were receiving adequate exposure. Other marketing channels, such as Search and Performance Max, were underutilized and lacked the proper assets to effectively showcase the promoted products.
Additionally, they failed to capitalize on its best-selling products and categories, leaving significant revenue potential untapped. Seasonal promotions and sale items were also neglected, with none of these offers being highlighted in the ongoing campaigns.
Our Approach
- Effectively promote all products to ensure that customers can easily find them, whether they search by brand, model, or product code.
- Implement new transaction-focused campaigns, such as Search, Shopping, and Performance Max, using the appropriate assets (images, video content, sitelinks, promotions, etc).
- Launch awareness campaigns, like Video and Display, to strengthen the brand and grow the long-term customer base.
- Set up remarketing campaigns to upsell to previous customers or incentivize users with items in their cart to complete their purchase.
1 year later..
As a result, we went from $288k in May ‘23 to $802k May ’24 and climbing. During the slowest month in December, sales went from $7.1k to $24.3k YoY.
How was this done?
Proper Campaign Structure
All channels including Search, Shopping, Performance Max, Display and Video were used and each campaign type played a key role in our overall strategy.
Product Segmentation
Through effective product sorting and the use of custom product labels, we were able to quickly set up category-specific campaigns. This approach also allowed us to showcase relevant products to the appropriate audience segments in our remarketing efforts, significantly enhancing the targeting and performance of our ads.
Optimizing Product Data
We began by optimizing the product feed, ensuring that titles, descriptions, and images were tailored to improve click-through rates and rank for relevant search terms.
We also made sure that current prices, new promotions, and related products were visible in both search ads (including assets) and shopping ads.
Results That Speak For Themselves
25%
Increase in In-Store Visits.
176-342%
Increase in YoY Sales (176% Dec YoY and 342% May YoY).
#2 Spot
From #8 to #2 Online Pool Products Retailer in Canada Competing in Google Ads.
creating both online and offline success.
We helped create a better omni-channel experience by leveraging local product listings in Google Shopping while simultaneously optimizing their Google My Business listing to enhance local visibility.
By promoting exclusive offers through targeted local campaigns, we effectively increased in-store foot traffic. Additionally, we implemented in-store pickup options that encouraged customers to visit the physical location, ensuring a seamless and integrated shopping experience.
Summing it all up
By utilizing targeted strategies to engage high-intent shoppers, enhance brand visibility, and re-engage returning visitors, we were able to capitalize on opportunities previously overlooked. By combining Search, Shopping, Display, and YouTube ads, they successfully achieved an immediate sales boosts and fostered long-term customer loyalty.
We helped them take advantage of seasonal changes by optimizing for seasonal promotions and peak buying times. With this comprehensive approach, we saw significant revenue growth and helped them become one of the top pool products retailer in Canada.
