SRC Health
Helping an Australian eCommerce women’s compression garments brand increase revenue in the domestic market, achieve higher brand awareness, and expand to newer markets.
Background
SRC Health provides garments that provide all-day support for new mums to put their bodies at ease. In this endeavour, SRC has created patented, state of the art compression shorts and leggings for pregnant mums to aid during pregnancy and after delivery. SRC Health has also introduced support garments for mild stress urinary incontinence and mild prolapse that can assist in strengthening the pelvic floor.
eing a 100% online brand SRC Health approached SearchMax to grow its eCommerce revenue using Google Ads. They have three primary product categories; pregnancy range, recovery range, and restore range, which they wanted to promote via Google Ads.
The Challenge
SRC wanted to grow its online revenue from paid ads. Google search ad campaigns were generating SRC Health a considerable amount of revenue. They were occupying many ad spaces for product keywords and treatment types. However, the shopping campaigns were not set up in a way that would churn out maximum results. The campaigns were not meeting their full potential and the online sales from paid medium was stagnated.
As SRC Health was ready to extend its media budget they mulled over the idea to broaden the coverage with Google Ads. Having a substantial presence on search, shopping, display, and video would not only allow the brand to generate more revenue, but also strengthen its marketing funnel so that top, middle, and bottom of the funnel will be well-tuned with business objectives.
They were also considering ways to generate more revenue via paid ads for one of their newer product offerings – compression garments to treat prolapse and mild incontinence. This product category served a larger niche but one that was difficult to convert online.
The Australian brand also wished to expand its reach to a much larger audience in the US. They were previously targeting only brand keywords in the US.
Our Approach
Our starting point was setting up shopping ads for guaranteed success for SRC Health. We began by optimising the shopping campaigns to show ads to a larger audience of potential buyers. Segregating products according to their historic performance and using Google’s enhanced bidding strategies to show ads to the audience that is likely to convert, was at the heart of our shopping campaigns. Optimising the product titles to introduce higher relevancy to shopping ads also became a cornerstone of our approach to optimise shopping campaigns.
Non-brand search campaigns were also restructured to consistently generate a significant proportion of revenue by capturing more related search terms which were previously missing in campaigns. New campaigns around prolapse and incontinence treatment were also introduced to introduce the newer product category.
In order to generate more brand awareness, video campaigns were introduced on YouTube with instream non-skippable video ads. These ads were set up to generate more views for SRC’s video ads and drive brand awareness and consideration. Custom intent audiences, detailed demographics, and managed placements were utilised to ensure the most apt audiences were being targeted by SRC’s YouTube ads to broaden the current reach and expand the customer base in the long run.
SearchMax also created an all-encompassing non-brand search campaign structure for SRC Health to run in the US. As SRC Health is a relatively unknown brand in the US, these campaigns were primarily set up to drive awareness first with a mind to generate conversions in the medium run.
Results
Four months after SearchMax took over the campaigns, revenue from paid ads in the domestic market was up 142% compared to the previous period at an ROAS of 800%. SearchMax also helped the company achieve an overall market share of 38% on Google compared to 11% previously. Revenue solely from shopping campaigns grew over two fold after SearchMax took over, compared to the previous period.
Additionally, the conversion rate grew from 2% to 4%. As SRC strengthened its efforts across multiple campaign types, assisted conversions also rose by 94% compared to the previous period. By having multiple channels actively driving potential customers through the funnel, SRC Health was ultimately able to consistently achieve a higher proportion in revenue.