Overview:
Made4Fighters has been the leading online specialist retailer of Combat Sports clothing, equipment and accessories in the UK since 2007. Initially finding their roots in the Boxing & MMA markets, in recent years they have expanded their offering to include a vast range of products for all martial arts and fitness disciplines
Things we identified:
With campaigns segmented by device type and using manual bidding strategies, the Google Ads account structure was outdated, and not aligned to commercial performance.
On the shopping side, as commonly is seen, lower value products were taking a high percentage of spend and whilst converting, deflating the potential return, due to starving higher value, popular products from being served.
Meta activity wasn't in-play which was missing a huge opportunity given the sector and how visually appealing many of the brands and associated content is.
Changes we made:
We restructured the core of the Google Ads account based on margin groupings. This allowed us to implement a target return-on-ad-spend that would be viable for the client.
High volume brands which drive a significant proportion of the businesses revenue were broken out to ensure that budget was always available.
Adding remarketing and prospecting via Meta, alongside seasonal push campaigns, captured additional demand for those who were in-market but hadn't searched via Google or where we weren't present.
The momentum we created:
Our activity saw a +222% increase in revenue YoY with a -18.96% decrease in cost-per-acquisition.
The structure that's now in place enables us to scale budget whilst maintaining profitability for the client.
Having core activity in a solid place means that we're able to focus on proactive opportunities for the client such as identifying competitor pricing and website optimisations.
With search established, we're able to continue to build out the demand generative side via paid social, opening up further revenue opportunity.
Made 4 Fighters
"Previously we were working with a large national agency and performance was dwindling. Since working together, we have seen profitability drastically increase whilst also seeing volume of sales increase significantly at the same time. ProfitSpring is proactive in tailoring campaigns to meet our specific needs and has exceeded targets, as a result, has become a key partner in our strategic planning."
