Flipstick is a walking stick seat brand that has been sold globally through distributors for over 30 years.
Flipstick has historically sold through a distributor network with very little revenue generated from D2C sales. However, Flipstick were looking to change this and begin to reach more consumers whilst improving the brand awareness online to assist in overall distributor network sales.
They had been running Google Ads for some years but had struggled to scale the ad spend whilst increasing profitable sales from ads.
We also delivered a new website and successful SEO campaign for Flipstick that you can read more about here.
When Flipstick partnered with us their existing ads account was very limited in terms of ad spend and campaign types. It was also targeting far too many broad keywords.
To achieve their objectives we knew the account would require an overhaul. This involved introducing new campaign types like Google Shopping, Dynamic search ads and display network retargeting.
Alongside our PPC campaign work, we knew that on-site improvements would be required to improve conversion rate.
To reach the largest audience possible and gain prime position in the search results we launched a new Google Shopping campaign. Our team developed the product feed, and also optimised the on-page content of each product page to help Google Ads understand what search terms the Flipstick product should appear in shopping ads for.
As Flipstick has distributors also advertising on Google Shopping we had to develop a strategy to differentiate our product listings from the many distributors. Therefore, after seeing good performance from the initial Google Shopping efforts, we went a step further and organised a product photoshoot that meant Flipstick product imagery was the most attractive in the Shopping ads lineup. This improvement directly improve CTR and Search Impression Share.
Based on the sales data we decided to test a manual Google Shopping as opposed to Smart and achieved better performance in all areas, sales, CTR, and Search Impression Share.
Our team regularly analysed the Ad Copy being used in search ads and made adjustments to test new messaging and calls to action which has steadily improved the CTR of all search ads. This also ensures Flipstick Ad Copy is always to the season that people are searching in.
Going beyond just managing the Google Ads account we continuously test new features and messaging on the product pages to improve the conversion rate of paid advertising users. This included adding additional information above the fold that we had identified as important to Flipstick customers, such as the weight of the Flipstick, overall seat height, and the maximum support weight.
Increase in revenue from Paid Search Advertising
Increase in conversion rate
increase in click through rate (CTR)