Working closely with multiple teams at goodr to orchestrate a large SEO campaign focused around topic-based content, the ELK team added new paid search and social audience testing to supercharge goodr’s already incredible digital brand with jet fuel to produce record growth during an extremely challenging 2020.
Sometimes, a company just outgrows its capacity to manage certain marketing efforts internally. There are so many moving parts to running a company, and when paid marketing, like Google AdWords and Facebook Advertising, are just a part of someone’s job, it can be challenging to find the time to dedicate to it.
That’s what happened at goodr in early 2020.
After having an employee internally manage digital advertising campaigns, Goodr realized that in order to grow the results, they were going to need dedicated paid marketing support from an outside agency. They came to ELK for help. After having supported their website development, they knew we could deliver on results.
At ELK, we have a team who is solely dedicated to paid marketing, ensuring that campaigns, creative and budget are all managed so ad spend can be optimized. This team can help get things done quickly and efficiently, so changes can be made to ads in order to see the best return on ad spend.
For Goodr’s campaigns, we approached this in two different ways.
For paid search advertising, like Google AdWords, we first decreased spend on certain keywords so we could better target keywords that could bring results. Then, we got a better grasp on the current budget allocation between branded and non-branded search terms.
In 2020, we also focused on Google Shopping. A lot changed in the way people shop, and with the way people have shifted to online shopping and ecommerce, this was a great place for Goodr’s sunglasses to be found.
By better targeting specific keywords, utilizing Google Shopping and ensuring both non-branded and branded terms were included, Goodr saw an 18% increase in paid search sessions and a 76% increase in paid search revenue.
Paid Social Media
With Facebook Advertising, Goodr had a solid foundation built, but by diversifying the ads and making improvements to audience targeting, ELK was able to double the conversion rate. By targeting unique interests and increasing the variety of creative elements used in the ads, Goodr was able to bring in both existing and new customers from these Facebook ads.
Because of ELK’s ability to have dedicated time and energy to Goodr’s Facebook Ad campaigns, creative, copy and budget could be adjusted as needed to prioritize high-performing ads and campaigns.
When you work with an agency that offers fully managed digital services, your customers can experience a cohesive transition across platforms. And when issues with conversion tracking or landing pages arise, the full team is able to assemble and solve the problem — sometimes before you even realize there is one.