House of Golf
*YEAR ON YEAR GROWTH
Background
The House of Golf is one of Australia’s leading golf retailers. Since opening their first store in 1946, they have been leading the industry with their wide range of golf accessories, such as golf balls, bags, shoes and apparel. They carry the world’s biggest brands, stocking over 40 of the best golf brands across their range, as well as quality products from lesser-known leaders in their field. The House of Golf is also a pioneer in the online customisation of golf gear with the latest technology in Australia.
SearchMax, through our partnership with Map01, delivered an innovative e-Commerce digital marketing strategy, boosting The House of Golf’s online sales with a strong return on ad spend.
The Challenge
The House of Golf had a Google ads account in place. However, a quick audit of the account uncovered that the strategy was limited to upper funnel search. The keyword selection was broad and return on ad spend was marginal.
Our Approach
The pandemic forced The House of Golf to temporarily close their physical stores with the aim of slowing the transmission of the virus. This then pivoted the brands focus to improving their online sales.
In partnership with Map01, SearchMax was able to create an integrated digital marketing services approach for both Google and Social Media channels. The integrated digital marketing approach consisted of Google Search, Shopping, Facebook advertising services and Instagram, as well as remarketing.
With a clear goal to increase House of Golf’s online revenue, the search campaigns were restructured and shopping campaigns were introduced. Our team of e-Commerce specialists ran ‘always on’ campaigns as well as special online sales, such as Black Friday and Christmas.
Results
Year on year, The House of Golf experienced a much stronger online growth. The brand maintained an average return on ad spend of 480%. The advanced feed optimisation resulted in the average Google ads CPC to drop by 20%.