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Client X is a prominent name in their target location’s sailing community. Client X boasts a lengthy and esteemed history of crafting sails for both racing and cruising vessels. Their comprehensive range of services includes the sale of new sails, as well as the repair and maintenance of sails from any sailmaker. As a valued member of Client X’s parent company network, they bring the forefront of sail-making technology directly to their target location. Client X are renowned for their leading-edge design, incorporating exceptionally robust materials and superior craftsmanship, making them ideal for both competitive racers and those seeking enduring sails.
The team at Client X possess extensive sailing experience and prioritise understanding their clients’ specific requirements. They are prepared to offer personalised consultations and assist you in selecting the optimal sails to suit your needs, regardless of whether your purpose is competitive racing or leisurely cruising. Client X will collaborate with you to ensure you acquire top-quality sails, leverage their expertise to your advantage, and ultimately maximise the gratification of your sailing excursions.
increase in landing page views
Increase in link clicks
improvement in CPC
Client X is a prominent name in their target location’s sailing community. Client X boasts a lengthy and esteemed history of crafting sails for both racing and cruising vessels. Their comprehensive range of services includes the sale of new sails, as well as the repair and maintenance of sails from any sailmaker. As a valued member of Client X’s parent company network, they bring the forefront of sail-making technology directly to their target location. Client X are renowned for their leading-edge design, incorporating exceptionally robust materials and superior craftsmanship, making them ideal for both competitive racers and those seeking enduring sails.
The team at Client X possess extensive sailing experience and prioritise understanding their clients’ specific requirements. They are prepared to offer personalised consultations and assist you in selecting the optimal sails to suit your needs, regardless of whether your purpose is competitive racing or leisurely cruising. Client X will collaborate with you to ensure you acquire top-quality sails, leverage their expertise to your advantage, and ultimately maximise the gratification of your sailing excursions.
increase in landing page views
Increase in link clicks
improvement in CPC
Client X approached us with ambitious goals to solidify their presence in the region. Their primary aim was to expand their market share by attracting customers loyal to competing sail-making brands. To achieve this, they wanted to educate their target audience about Client X ‘s global standing as the second-largest sail manufacturer worldwide.
The digital marketing goals of the campaign included a tangible increase in sales revenue as the primary objective. Lead generation was a crucial secondary goal, aimed at capturing contact details of potential customers who show interest. Finally, boosting brand awareness was essential in a competitive market. Client X wanted to be top-of-mind for both new sailors and seasoned veterans seeking sail upgrades or replacements.
The main challenge encountered was budget restrictions. This meant that we had to leverage the best strategy to achieve all three goals with a single strategy and could not use the individual advertising platforms (Google Ads and Meta Ads) individually.
One of the other challenges encountered was the seasonality of sail sales and the longevity of sails lasting multiple sailing seasons. The high-ticket price also meant that there was a limited market to reach.
Our strategy for Client X aimed at achieving their primary, second and tertiary goals with a single strategy. The approach focused on using a combination of social media advertising and Google Ads campaigns to build a targeted audience funnel resulting in remarketing to warm audiences. This we call an Integrated Paid Marketing strategy.
With the way the strategy was defined, the longer the campaigns were running, the better the results should get. This means the audiences being built would become more refined over time and be built from previous converters allowing Google Ads to target a refined target market, allowing Google Ads to learn better who it should be reaching with the campaigns.
For our Meta ads, our focus was on maximising website traffic while consistently enhancing its quality, aligning with the objective of Google Ads to remarket to warm audiences. Additionally, with our social ads, we made a concerted effort to continually broaden our reach and ensure engagement with a high-quality audience demonstrating specific interest and intent.
Solutions that Ruby Digital implemented.
Time Period: 1 Nov 2023 – 29 Feb 2024 VS 1 July 2023 – 31 Oct 2023
The Google Ads part of the Integrated Paid Marketing strategy for Client X yielded great results, surpassing previously established benchmarks. Campaigns experienced a 158.63% increase in conversions. This growth showcases the impact of our optimisations in driving valuable user actions.
Ads improved in engagement and reflected a 16.25% increase in CTR. This improvement signals that our targeting and ad messaging better resonated with the target audience, and Google Ads learned better who it should be targeting. The conversion rate saw a remarkable 188.07% increase. This demonstrates a highly effective conversion funnel, maximising the value extracted from each website visitor.
The Meta Ads component of Client X’s Integrated Paid Marketing strategy demonstrated significant success, surpassing established benchmarks. Our primary objective was to drive traffic to the website while continuously enhancing its quality to support Google Ads’ remarketing efforts. Through rigorous A/B testing, we identified high-performing audience segments, allowing us to target individuals of higher quality for improved traffic. Subsequently, by refining our targeting and incorporating remarketing strategies along with relevant lookalike audiences, we successfully began generating leads from Meta Ads, contributing to the overall lead generation across all Integrated Paid Marketing efforts.
We transitioned our focus from “free sail inspection” conversions to “request a quote” conversions, aligning with audience intent and client perception of value. This strategic shift allowed Meta to better understand conversion behaviors, optimising for increased conversions over time. By prioritising conversions that occurred more frequently without compromising quality, we ensured Meta remained in an optimal learning phase, continuously improving campaign performance. Our efforts resulted in consistently improved traffic quality while optimising for lead generation, reflecting the success of our Meta Ads campaigns.
Overall Impact:
The success of the Google Ads campaigns highlights the effectiveness of our strategic adjustments. By refining targeting, enhancing ad relevance and letting Google Ads learn effectively, we successfully increased brand awareness, attracted more qualified leads, and ultimately boosted sales for Client X.
The effectiveness of our Meta Ads campaigns is evident in the significant enhancement of both traffic volume and quality, resulting in lead generation through this channel and augmenting the total number of leads for Client X. Our achievements were so notable that we were asked to scale back budget allocation for lead-focused initiatives, as the influx of leads posed a challenge for client X to manage.
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Ruby Search Solutions (Pty) Ltd trading as Ruby Digital
