Google Marketing Agency Grow Easy's main priorities are to build long-term and sustainable partnerships through a personal approach in solving online business challenges. And today we're going to tell you the story of one of our successful partnerships - our work with Gift Tube.
We'll fill you in on all the challenges we faced, how we were able to solve them, and the results we continue to achieve to this day.
If in the following lines you discover problems you face every day, our next success story will be with your business!
Who is Gift Tube and why did they decide to trust us for Google Ads?
Gift Tube is a Bulgarian platform offering 1,000+ experiences for every occasion and age - from relaxing spa experiences to adrenaline-filled gyrocopter flights.
Git Tube's potential customers are people with a variety of hobbies and interests, leading to a significant number of competitors offering experience vouchers. Here comes the question of how to get ahead of them and get buyers' attention first?
When we first met, the Gift Tube team shared that they had difficulties and questions about the Google Ads platform. They have launched multiple ad campaigns, but the results are always far below expectations for the budget invested.
Their concerns were that they were not getting the expected returns from Google Ads and the average cost per click continued to rise. If they continued in this manner, the site would come to a standstill. Gift Tube were unable to reach their potential because users were choosing competitor sites.
We accepted this challenge motivated that we could contribute to their business development. Now let's look at how our collaboration started.
What goals did Gift Tube have when we first met?
Goal #1: Reach new customers and enter new niches
The Gift Tube team understood that if they wanted to offer their unique experience vouchers to new customers, they needed to use Google Ads. Through this advertising method, they would reach more potential customers, positioning themselves ahead of their competitors. The unoptimized Google Ads campaigns they were running until now were not bringing the desired result and this was stunting their growth.
A huge number of experiences were going unlived and this didn't sit well with the Gift Tube team who are used to creating magical moments for as many people as possible.
In order to develop and reach new users, changes had to be made and Gift Tube were aware of this.
Goal №2: To create and develop a brand image
It has been proven that easy brand recognition leads to more sales. Despite having high recognition and an established image, Gift Tube's click-through-rate (CTR) and return on ad spend (ROAS) statistics were not optimal for such a large budget invested.
How big of a problem is this for a business?
If most people just click on the site and exit after a few seconds without buying anything, that's a big problem. When they don't trust the site, potential customers aren't as likely to buy.
With more and more competitors, they were losing access to the target audience and not making the progress they expected.
Goal №3: Finding a trusted Google marketing partner
The Gift Tube team was aware of the growing importance of Google Ads and how they are a future growth area. To this end, they needed a trusted Google marketing partner to optimize their Google Ads profile.
They knew they had unique content and services, but needed professionals to structure it to make the most of it.
With TOP optimized Google Ads, they knew they would potentially increase traffic to the site and convert visitors into actual customers.
What do we need to do before developing a Google Ads strategy for Gift Tube?
At the heart of any successful strategy is a fundamental understanding of the details of the business and the niche it is in. Experience has shown us that we cannot apply the same approach to every client.
Gift Tube is a platform with 1,000+ experiences targeting people of different ages and interests. How do we build a strategy for a site that offers music lessons on par with rafting lessons?
Step 1: Getting to know the platform and the experiences offered. In order to specify one or more target audiences, the Grow Easy team familiarized themselves with all the types of vouchers and services offered by Gift Tube.
Step 2: As a next step we had to get to know the target audience and their wants, needs and goals. As a starting point, we built a profile of the potential buyer to create targeted content.
Step 3: Once we were intimately familiar with the audience, we began researching competitors. We analyzed their strengths and weaknesses and how to capitalize on them. We began to create a strategy that would draw all customer eyes to Gift Tube.
Step 4: Based on previous campaigns on the Google Ads platform, we identified a number of issues, including unoptimized and ineffective campaigns, incorrect reporting and other erroneous data. These issues needed to be resolved in order for the new campaigns to deliver the desired results.
Once we had the foundation it was our turn to implement our strategy.