The Client:

3Lsportive, a US-based retailer of soccer equipment, partnered with Growf after experiencing disappointing results with a previous agency.

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Challenges Identified:

An audit of their Google Ads and Google Merchant Centre highlighted several issues:

• Poor Product Feed Optimisation: Product titles, descriptions, and key attributes such as gender, age, material and size were poorly structured into titles, descriptions and the product listing itself, which severely limited the targeting potential. 
• Unstructured Account Setup: The previous approach focused solely on bottom-of-funnel users, missing a full-funnel strategy that targets customers at various stages of the buying journey.
• Inefficient Pmax Structure: Pmax campaigns lacked organisation based on product demand, reducing their impact.
• Limited Targeting Capabilities: The existing setup did not utilise first-party data from Shopify, and unoptimised product feeds hindered the effectiveness of “keywordless” campaigns like Pmax and demand gen.

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The Solution:

Growf implemented a strategic overhaul to address these challenges:

• Comprehensive Product Feed Optimisation: We revamped the Merchant Centre by refining product titles, descriptions, and including essential attributes. This improved product visibility and ad relevance.
• Strategic Account Restructuring: We adopted a full-funnel strategy to engage users at different stages of the decision-making process, boosting both immediate conversions and long-term growth.
• Optimised Pmax Campaigns: By organising Pmax based on product demand, we maximised the campaign's potential to drive stronger results.
• Enhanced Targeting: Leveraging first-party data from Shopify and optimising the product feed allowed for more precise targeting in campaigns like Pmax and demand gen.

Results:

These improvements delivered significant results for 3Lsportive:

• 57% Increase in ROAS
• 44% Increase in Revenue
• Consistent ROAS range between 4.5-6

This strategic transformation not only improved their advertising performance but also established a strong foundation for future growth in the competitive soccer equipment market.

Client review: 

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