Description
The fitness industry has witnessed exponential growth, particularly in the gym supplies sector. However, with this growth comes fierce competition. Strongway, a UK-based brand specializing in high-quality gym supplies, faced challenges in establishing a strong online presence and achieving consistent sales. Recognizing the need for a refined approach, they partnered with Hire Ads Manager to enhance their Google Ads strategy and drive growth.
The Challenge
Upon reviewing Strongway’s Google Ads account, several critical challenges emerged that were limiting their potential:
- Intense Competition in the Gym Supplies Market: Competing against numerous established brands led to increased customer acquisition costs, making it difficult to maintain profitability.
- Inefficient Campaign Structure: The existing campaigns were poorly structured, lacking proper segmentation by product category, which resulted in inefficient ad spending.
- Underutilized Remarketing Opportunities: While Strongway attracted traffic to its website, it was not effectively retargeting potential customers who had shown interest in its products but had not converted.
The Strategy
To tackle these challenges and unlock Strongway’s potential, we devised a comprehensive strategy focused on optimizing the Google Ads account and maximizing conversions.
- Campaign Restructuring and Segmentation:
We restructured Strongway’s Google Ads campaigns by categorizing them based on specific gym supplies (e.g., weights, resistance bands, yoga mats). This targeted approach ensured that each campaign was tailored to the right audience, enhancing relevance and engagement. - Product Feed Optimization:
We overhauled the product feed in Google Merchant Center, enriching it with detailed descriptions, relevant keywords, and high-quality images. This optimization improved the matching of Strongway’s products with relevant search queries, leading to better ad performance. - Smart Shopping Campaigns:
To capitalize on Google’s machine learning capabilities, we launched smart shopping campaigns. These campaigns leveraged existing data to automatically optimize bids and placements, attracting high-intent shoppers while maximizing ROI. - Dynamic Remarketing:
We implemented dynamic remarketing campaigns that displayed personalized ads featuring products users had previously viewed. This strategy effectively re-engaged potential customers, increasing the chances of conversion. - Search Campaigns with Branded and Non-Branded Keywords:
We set up branded search campaigns targeting users specifically searching for “Strongway” as well as non-branded campaigns targeting popular keywords such as “gym supplies UK,” “home gym equipment,” and “fitness gear.” This dual approach expanded the brand’s reach and visibility among potential customers. - A/B Testing of Ad Creatives:
Continuous A/B testing was conducted to refine ad copy, visuals, and promotional offers. By experimenting with different messaging—such as free shipping, exclusive discounts, and product bundles—we optimized engagement and conversion rates.
The Results
As a result of our focused strategy, Strongway experienced remarkable improvements in sales and overall performance. Following are the stats from last three months:
- Sales Increased to £1200,000+
- ROAS Improved to 15.40x
- Conversion Rate Increased by 2.93% Through Optimized Campaigns
- Click-Through Rate (CTR) Improved by 1.27% Due to Enhanced Product Feed
With a targeted and data-driven approach, we successfully scaled Strongway’s sales while ensuring a robust return on ad spend. The combination of optimized shopping campaigns and effective remarketing created a sustainable path for long-term growth in the gym supplies market.
Conclusion
Through the implementation of a comprehensive Google Ads strategy, we helped Strongway navigate the competitive landscape of gym supplies. The brand is now well-positioned to continue growing its online presence and profitability in the fitness industry.
The Results
1200000
SALES
15.40x
ROAS
RESULTS
CAMPAIGN DATE
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