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
Client Overview
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.
The Process
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.
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.
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.
Results & Impact
Roots of Fight’s strategic investment in high-performing advertising campaigns delivered exceptional returns, generating $732 in revenue for every $100 spent—an outstanding return on ad spend that underscored the campaign’s effectiveness. This data-driven approach led to their strongest month of advertising-driven sales to date, significantly accelerating overall revenue growth. By launching targeted unbranded campaigns focused on high-intent generic search terms, the strategy successfully captured new audiences and unlocked additional revenue streams, further strengthening the brand’s competitive position in the market.
7.3
%
Return on Ad Spend (ROAS)
100
k+
Sales through Google Ads
4.5
%
