By working with Click-Winning Content to manage their campaigns, Caribu Horse Wear’s AdWords revenue grew by 90.8% from 2014 to 2016 and their average cost per click for Search campaigns decreased by 31.9%.
The Client: Caribu Horse Wear
Established in 2006, Caribu Horse Wear is an industry leader and manufacturer of high quality horse rugs and accessories.
All products are Australian made for Australian conditions. It is a family-owned and operated business that has grown through:
♣ Developing a reputation for industry knowledge; and
♣ Focusing on making horse ownership affordable.
It’s also a company driven by passion – they remain committed to developing a quality equestrian brand that allows as many horse lovers as possible to afford the dream of owning a horse. As a result they don’t compromise on quality, but minimise costs by managing everything internally – from horse rug design through to sourcing fabric and fittings, manufacturing and distribution. With no middleman and no compromises, they work to deliver fantastic products at fantastic prices.
The Task
As an online distributor, Caribu Horse Wear had big plans to grow their business online. They had built a strong brand by using a mix of digital marketing activities. One of their primary focuses since 2006 had been AdWords campaigns, which they had designed to capitalise on their brand awareness.
The problem, however, was that they hadn’t generated cost-effective conversions via any of their Search Campaigns.
Our business model is 100% online.
In a tightly competitive ecommerce market we have to rely 100% on exposure in the online sphere to reach existing and new customers.
Zane Griffiths, Caribu Horse Wear
They identified the need to work with a specialised AdWords-focused agency to provide the expertise they needed.
The Challenge
The seasonal nature of their business (with people buying more horse rugs in Winter and needing different products in Summer), combined with Australia’s unpredictable weather, meant they were looking to work with an agency that could react quickly and proactively to manage their campaigns.
As an agile and collaborative specialist, Click-Winning Content was that agency.
As our business grew and the AdWords platform matured it was no
longer cost or time effective for us to manage this important aspect of
our business advertising.
Zane Griffiths, Caribu Horse Wear
The challenge was to drive a better return for their advertising spend and growth of their AdWords revenue.
The Solution
After the CWC team spent time with the company Director we gained a thorough understanding of Caribu Horse Wear’s business including its drivers, strategic goals and industry positioning.
We took the time to undertake a thorough audit of the account, ensuring that:
♣ Best practices were followed, and
♣ Only cost-effective keywords were included.
They took a genuine interest in understanding our business and turned that knowledge into high performing advert campaigns, season after season.
Zane Griffiths, Caribu Horse Wear
As with all campaigns, we reviewed the results closely. Combined with regular phone and email conversations, we quickly got up to speed with understanding the seasonality of Caribu Horse Wear’s business and their expectations.
In response, a number of initiatives were put in place. These included:
♣ Ongoing optimisation – best practice focused AdWords optimisation that improved the conversion rate and decreased the conversion cost from the Search Campaigns
♣ Adding new campaigns – the new campaigns were strategically designed to build further brand awareness and targeted web traffic at the top of the sales funnel and encouraging website visitors to revisit the site and place an order
♣ A/B testing – several versions of banner ads were tested in the display campaigns, with a full review of their performance every month.
It was an important strategic objective to develop robust campaigns
that drove traffic and encouraged purchasing for both new and existing clients.
Melinda Samson, Click-Winning Content
The Results: AdWords revenue growth of 91% over two years
Proactive campaign management and close collaboration with the Caribu Horse Wear Directors ensured that we were proactive and on the front foot, continually repositioning our campaigns in advance of seasonal and other sales drivers.
The approach worked, with the results exceeding the company’s strategic goals and all expectations.
By continually making updates to optimise their campaigns and capitalise on their busy periods, their already healthy AdWords revenue grew 90.8% from 2014 to 2016.
This is equivalent to 38% year-on-year growth over the period.
Not only that, but their average cost per click for Search Campaigns decreased by 31.9% from 2014 to 2016.
We’ve never looked back since CWC came on board…
Their on-going management has helped us grow our business online beyond our expectations and has freed up valuable time for us to reinvest into our business.
Zane Griffiths, Caribu Horse Wear
Melinda aka Mel is a Google Partner, Google Ads & Consultant, Speaker and Trainer and co-owner of Click-Winning Content.
Mel provides results-driven services to organisations around the world and is committed to never using an acronym without explaining it first. She also likes greyhounds as pets, grand slam tennis, cracked pepper and Melbourne sunsets.
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