Roots of Fight work with icons such as “Iron” Mike Tyson, Georges St-Pierre and other cultural warriors to create iconic merchandise to celebrate their careers and unbelievable achievements.
Roots of Fight
7
7.3 % Return on Ad Spend (ROAS)
100
Sales through Google Ads
4
Return on Ad Spend (ROAS) in unbranded campaigns.
About The Client
Industry: E-Commerce, Apparel
Roots of Fight is a media and lifestyle brand that celebrates the improbable achievements of today’s most legendary athletes, innovators, and cultural icons.
Roots of Fight work with icons such as “Iron” Mike Tyson, Georges St-Pierre and other cultural warriors to create iconic merchandise to celebrate their careers and unbelievable achievements.
Step One
An Account Audit to Kick Things off
Analog Digital worked with Rely Digital to overhaul the Roots of Fight Google Ads account to determine the root (pun intended) cause of the declining performance of the Google Ads account.
In our audit, we found several underperforming campaigns that were left to spend a significant portion of the budget. Additionally, the remaining search campaigns were targeting generic keywords that were often irrelevant and did not add to the bottom line.
After the audit, we strategized and created a full funnel to target Roots of Fight customers each step of the way. We overhauled their Acquisition campaign and created both a Remarketing and retention campaign focusing on moving newly acquired customers along the funnel and cross-selling products respectively.
Step Two
Testing is the name of the game.
With our audit complete, we focused on scaling up proven Acquisition campaigns and products that have high margins and cut out underperforming keywords and products that are spending the budget unnecessarily.
We tested out Google Shopping Ads as another avenue for getting new customers in our Acquisition campaign.
Through our remarketing efforts, we’re able to isolate prospects and create remarketing lists targeting the specific icon they’ve searched for. We’re able to help Roots of Fight prospects discover similar products of their chosen icon and increase overall purchases.
Step Three
The result? Highest sales. All time.
By focusing on keyword themes and scaling them up, we’re able to improve the Return on Ad Spend (ROAS) of the the entire Google Ads account to 7.32. This means for every $1 spent on ads, Roots of Fight received $7.32 in revenue.
The Google Ads audit and keyword testing came at the right time for Roots of Fight. With our help, they experienced their best month yet in terms of total revenue in Google Ads during November 2019.
Quick Stats
7.32
Return on Ad Spend
For every $100 spent on advertising, Roots of Fight received $732 in revenue. We call that a win.
100
Sales in November though Advertising
Their best month in sales through advertising to date.
4.5
Return on Ad Spend for Unbranded Campaign
We launched unbranded campaigns that targeted generic terms. And they still brought in $.
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