increase in non-brand ROI
brand goal delivery
Zoggs is a global brand of high-quality, affordable swimming goggles, swimwear, training aids and related accessories, aimed at leisure and competitive swimmers.
After a competitive pitch, Distinctly took over the day-to-day management of Zoggs Google Ads campaigns.
The main objective was to grow the rate of return from Google Ads whilst also reducing wasted spend. Zoggs also wished to scale up activity for greater return at the most propitious times and improve non-branded results.
What we delivered
By understanding Zoggs specific goals, we researched, planned and implemented strategies that were tailored and targeted to their audience.
Firstly, we ensured that the Zoggs account was set-up correctly and allowed campaigns to operate effectively. We then improved non-brand campaign performance to increase their customer base and generate more repeat buyers.
We worked on optimising existing brand campaigns by pausing high-spend, low return keywords and updating some keyword match types. We also created some new keyword optimised ad copy to improve the relevance of ads for the key market areas.
In addition, we restructured the ad campaigns to group keyword topics together. By splitting keywords out into new campaigns, it allowed us to identify which areas were going to generate the most revenue for the client. As well as what keywords we should pursue and optimise for quicker results, and maximum brand reach.
We have achieved a non-brand ROI rise of 130% – 6.0:1 in September 2022 from a starting point of 2.6:1 in March 2022.
We continue to manage the Zoggs account for maximum return whilst ensuring Zoggs are investing their paid advertising spend in the right areas at the right time. We also continue to scale up the non-brand side of the business to generate a greater volume of repeat customers for Zoggs.
What the client thought…
“Zoggs started working with Distinctly in March 2022 using their services for Google paid marketing… and they have certainly hit the ground running…
“Scaling the account and activity cautiously, so we didn’t have any massive drops in RoAs. The monthly reviews and ongoing strategy recommendations are very welcome, and their comfortable and open approach is refreshing. It’s a pleasure to be working with Distinctly.”
Vijay Kanda, UK Head of Ecommerce, Zoggs
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