Google Ads’ Role in a Sportswear Brand’s £1M Revenue Milestone

Written by
Wayne Cross
Head of Commercial & Strategy
Wednesday, May 29, 2024
Wednesday, May 29, 2024

In the dynamic world of digital marketing, success stories often emerge from the strategic collaboration between brands and marketing agencies. HUUB, a leading UK sportswear company specialising in wetsuits and triathlon clothing, recently experienced a ground-breaking year with our sportswear brand marketing, attributing its success to the innovative Google Ads campaign crafted by Alphageek.

Setting the Stage for Success

Dean Jackson, the founder of HUUB, expressed his gratitude towards Alphageek for spearheading the 'best ever' Google Ads campaign.’ The results were remarkable – a staggering £1 million in revenue for HUUB in the current year. This sportswear brand marketing achievement was particularly significant given the economic challenges and the prevailing trend of prioritising essentials over luxury items.

In a testament to Alphageek’s expert PPC team, the campaign achieved a remarkable return on investment (ROI) of 1,200%, with a spend of £75,500. This marked a substantial improvement from the previous year, where sales were £160,000 less against a higher spend of £96,000. The year 2023 emerged as a record-breaking period for HUUB in terms of direct-to-consumer sales.

The Rationale Behind Specific Keywords

To ensure HUUB's success, we conducted thorough strategic research and implemented a well-thought-out keyword strategy. Given HUUB's prominent position in the Triathlon industry, our sportswear brand marketing approach involved a balanced mix of branded and non-branded keywords.

Considering HUUB's focus on middle and bottom-of-the-funnel campaigns, our keyword selection was driven by the consumer intent behind each search term. Specifically, we targeted individuals actively seeking to make a purchase related to triathlons, emphasising those who had already made the decision to buy but might be undecided on where to make their purchase. This approach aimed to capture the attention of potential purchasers and guide them towards choosing HUUB as their preferred brand for triathlon-related products.

The Thought Process Behind Crafting the Ad Copy

Maximising your Google Ad campaign's effectiveness hinges on crafting ads that make optimal use of the Search Engine Results Page (SERP) real estate. This entails incorporating elements like sitelinks, and callout extensions, and making sure headlines and descriptions approach the character limit.

To enhance relevance and align with user queries, we've implemented dynamic search term insertion in the headline ad copy within the search campaign. This strategic move not only keeps the ad current but also ensures the coherence of sitelink extensions with user intent to help boost our sportswear brand marketing.

What Bidding Strategies We Used

We have implemented a comprehensive range of bidding strategies across the account at different stages. Generally, campaigns focused on the lower end of the sales funnel utilise target return on ad spend (tROAS) bidding strategies, while branded keywords are assigned a Target Impression Share bidding strategy to secure the top position on the Search Engine Results Page (SERP).

How We Monitored and Adjusted Bids Throughout the Campaigns

Evaluating and optimising Google Ads campaigns is crucial for enhancing ad performance and maximising return on investment. To achieve this, we've developed customised scripts that identify underperforming keywords, ad groups, and campaigns.

Our goal is to maintain a specified benchmark for performance, and these scripts offer detailed insights, allowing us to make precise adjustments. We consistently analyse performance at the product level, adapting campaign structures to ensure that high-performing products continue to excel without overshadowing budget allocation for less successful products.

How the Target Audience Was Defined and Segmented

The sportswear brand marketing campaign's primary focus is on individuals who have made a purchase from HUUB within the last 6 months. This targeting window was later extended to a year based on data analysis, revealing that, on average, typical HUUB customers tend to make a purchase every 9-12 months.

In addition to this audience, we are also directing our efforts towards individuals demonstrating specific search intent related to cycling and triathlon interests.

What Considerations Determined the Ad Schedule & Geotargeting?

As we manage ads for HUUB across multiple countries (UK, USA, and Germany), we've carefully considered different time zones and geographic locations in our sportswear brand marketing targeting strategy.

In the UK, we've accumulated sufficient data to gain a comprehensive understanding of the fluctuations in buyer intent, nearly on an hourly basis. This insight enables us to strategically focus our efforts during specific times of the day and week, maximising our reach and engagement with the audience.

Were There Specific Remarketing Strategies Employed?

Over the year, we've implemented various target audiences within the account. The account features sophisticated retargeting strategies, tailoring ad content based on user behaviour. Specifically, abandoned carts trigger a specific ad, while individuals who have spent a certain amount of time browsing a product will be presented with a completely different ad.

A Collaborative Partnership

The success of our sportswear brand marketing extended beyond the immediate impact, with HUUB experiencing its best November on record and optimistic projections for record-breaking Black Friday sales. Alphageek responsiveness

While the Google Ads campaign for HUUB stands out as a highlight, our agency offers a comprehensive suite of services, including social media advertising, web development, SEO, content creation, and brand amplification. Alphageek serves a diverse clientele, including national and international brands.

In conclusion, the success story of HUUB serves as an inspiring example of the transformative power of a well-executed digital marketing strategy. The collaboration between a forward-thinking brand and a dynamic agency can yield unprecedented results, even in challenging economic conditions. As HUUB continues to celebrate its record-breaking year, the partnership with Alphageek stands as a shining beacon in the realm of sportswear brand marketing success.

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