Increase in ROI
Increase in revenue
Decrease in cost per conversion
About the Watford FC Paid Media case study
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About the client and the brief
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What we delivered
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The results
Watford Football Club, are a professional sports team based in Watford, Hertfordshire. They currently play in The Championship, and pride themselves on being the original family club.
After working successfully with Distinctly for a couple of years, Watford Football Club were looking for ways to accelerate growth even further, within a predetermined yearly budget. Their primary focus was to improve overall revenue, generating a minimum ROI of at least 4.0 each month.
The Google Ads account has typically focused on Search, Display and Standard Shopping campaigns over the past couple of years. Whilst keyword volume has always been strong, the Distinctly team proposed the use of Dynamic Search Ads (DSA) to ensure any gaps of our keyword based campaigns were filled. This is particularly useful for the Hornets Shop website, as it has a large product inventory, making it challenging to cover all items. After providing creative descriptions, the DSA dynamically generates headlines and landing pages using the content from a website to keep ads relevant and find customers searching for what you offer. In this case, the DSA campaign was set to target all webpages on the Hornets Shop website, to see what would work best.
In addition to the DSA, a brand new Performance Max (PMax) campaign was also implemented to replace Standard Shopping. This had a larger network of placements available, and expanded targeting beyond the search results page. Over an 8 week testing period, Performance Max was shown to consistently outperform Standard Shopping, and it therefore became a permanent fixture within the account.
The DSA and Performance Max campaigns have quickly become the top performing campaigns in the account. Revenue across Q4 2023 has soared by 424%, compared to Q3, with cost per conversion dropping by 64%. Utilising the same spend in a more efficient manner has not only improved revenue performance but has also led to a 181% increase in ROI, consistently exceeding the 4.0 ROI benchmark set by the client. Watford FC have seen a notable uplift in revenue generated and we continue to maximise their budget in an effective manner through innovative strategies.
Quote From Client
“We have been working with Distinctly for a while, and throughout that time I have been thoroughly impressed with what they have achieved. They are constantly looking for new ways to help us maximise our media spend, and have beaten every ROI target that we’ve set since we started working with them. The introduction of DSA and Performance Max has been a revelation, and has helped us massively in hitting our wider revenue targets as a Marketing Department.”
Alex Cook
Marketing Manager
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