01.

Our Google Ads experts firstly set up advanced tracking across the website and app, ensuring that this all fed back into the ad accounts and GA. We used Google Tag Manager to do this as it allowed us to be hyper-granular. From there, we then re-built the accounts in Facebook and Google from the ground up.

02.

Since the Carol bike was significantly more expensive than other market players, it was key to build a marketing funnel with a strong educational component in order to demonstrate the product’s USPs. Early adopters such as the biohacking community were clued up on the bike’s benefits already, but the mainstream exercise market needed more convincing.

03.

To determine the right messaging, our content team ran a number of persona workshops with the client to segment their target customers into different groups, as the funnel and messaging approach needed to be unique to each. Content was produced in the form of blog articles that explained the benefits of the bike (specific to each target group) and preemptively dealt with objections.

04.

We later built sophisticated remarketing funnels spanning paid social and search. This involved using Facebook/Instagram to build awareness and educate the audience, and using Google to convert at the bottom of the funnel.

After 3 months, the CPA was reduced by over 75% and the client was finally seeing the ROI they hadn’t previously thought possible. Following these impressive results, we agreed with the client to add an email automation campaign which would nurture prospects who had demonstrated interest but were yet to purchase. Like the paid campaigns, these were segmented by persona as well as stage in the buying journey.

With the 3 channels working in unison, the client finally gained predictability over sales volumes and margins, enabling them to quickly expand.