audiogeeks.com

Audio Geeks are a San Antonio-based eCommerce SME. As “dedicated audiophiles” they bring customers the newest and best selection of audio electronics from leading brands.

Despite having a high-quality product offering, it seemed like the perfect time to partner with our Ecommerce team, as they were looking to super-charge their Google Ads campaigns with some digital marketing expertise.

This decision would lead to them smashing their year-on-year growth!

Take a look at how we achieved such outstanding results…

The challenge

With a range of new products, they were looking at increasing the number of sales through their Google Ads campaigns. However, they also needed to consider how best to properly market high average order value (AOV) items – given that they offer a lot of specialist, high-end, home audio solutions.

Luckily Lousia, their Add People account manager, knew just what to do…

Our strategy

Louisa started with a top-performing-performance max campaign, a type of campaign automated by Google’s algorithms.

These are extremely powerful but offer less control than standard shopping and search Ads (because they’re automated), so Louisa used all of her expertise and nous to investigate the data it produced – ensuring to focus on targeting ads around products that sell the best and remove products that didn’t, so as not to waste Audio Geeks marketing budget on them.

She also set up a manual “safety net” standard shopping campaign: a catch-all that advertises ALL products, Louisa explains this best …

“Sometimes the performance max campaign works so well, it runs out of budget! So this allows us to keep showing ads to interested people. I can also advertise the products that we removed from the performance max campaign, those that weren’t selling well enough, as I have more control over the budget we spend on them.“

She continued;

“We’ve had a big push on their Fyne and Gallow products. Both have strong brands within this industry and the products are super-high quality. So I focussed on splitting the ad campaigns out, bringing new campaigns in for these brands we want to push more so that we can spend their marketing budget in the right, or most profitable, places.“

“Audience targeting has also been a HUGE driver of success. Basically, approaching the most relevant consumer. It was limited at first, but we looked at insights from Ads that were doing the best and looked to focus all our targeting and spending around these to maximise returns.”

A real innovation Louisa introduced was bringing in Email automation. Audio Geeks now use it to retarget people who are interested in their products but haven’t bought anything. It’s worked amazingly to reengage these customers and bring back revenue that may have been missed without it. Those people have clicked your Ad, so let’s get them back with an email!

The results

The last 6-8 months have been really superb, especially when compared to the previous year.

For a 5% increase in budget, they’ve grown sales by 45% and revenue has almost DOUBLED. Email marketing, only introduced 6 months ago, has driven $8,500 (at a very limited expense to Audio Geeks)