How we increased purchases by 260% with personality-driven Performance Max

As a successful omni-channel business in Australia, gummi sells their premium dog accessories via a number of third-party retailers — but a key component of their marketing strategy is to continue to drive click share for their brand to their own website (and thereby increase D2C sales). They do everything “For the Love of Dog,” and their range showcases colourful and design-led products including dog bowls, toys, collars and leads. With a small in-house team, gummi was on the hunt for a more dedicated resource to manage and optimise their advertising campaigns. Enter, Social Garden — we helped drive brand impression share and purchases for gummi, via Google search advertising.

The approach

Our approach was to create a multi-channel campaign that would protect the brand against competitors and increase click share for gummi in a crowded market.

We used a combination of branded search, shopping, dynamic search, and performance max campaigns to reach users across multiple touchpoints.

Our focus was on Google search, as it allowed us to immediately gain impression share among high-intent users and drive overall return on ad spend (ROAS). To support the campaign, we also utilised top-of-funnel and retargeting activity on social media.

Services

Google Advertising

Team Members

Ginny Barro | Account Manager
Georgia Worswick | Senior Campaign Manager
Kiera Eardley | Copywriter

Optimise, optimise, optimise

To maximise our efforts, we optimised gummi's product feed by inserting the brand name and "dog" into product names, as we noted that their original naming structure was leading to irrelevant or generic search results. We also leveraged gummi's strong brand imagery and personality by launching a Performance Max campaign, highlighting promotions and offers with sitelinks directing traffic to the sale page and promoting current offers with time-bound urgency.