Big Max Golf is one of Europe’s leading trolley manufacturers, setting the bar high for competing golf bag and cart brands. They approached us with a series of clear objectives needed to be met:
Big Max Golf is up against huge golf names such as Callaway and Ping. In order to compete, we needed to create an effective Facebook advertising strategy that would allow us to capitalise on prospecting and remarketing audiences. As part of our strategy, we designed a series of ad sets that would reflect the brands ideal user to encourage sales. We further drilled this target audience down using the “Engaged Shopper” targeting metric on Facebook to ensure budget wasn’t wasted.
We created numerous fun, creative assets to support us in promoting the brands products (bags and carts) and different Facebook ad formats such as image ads, video ads and carousel ads. We support this using different ad copy to enhance both the prospecting and remarketing Facebook campaigns. It was key to ensure this activity met what we wanted to achieve during different time periods i.e. whether the ad would go live prior to peak season, or during.
Once the ads were live, we maintained ad performance through ensuring products were in stock to ensure that we were able to continue to successfully promote the brand whilst encouraging further sales. We also provided further UX and design recommendations to the Big Max Golf team to improve conversions both organically and through paid media.
- After carrying out a complete review of the Big Max Golf Facebook Ad Account we were able to identifying what was performing well and what wasn’t. The brand was previously targeting small pools of users, limiting their visibility.
- We created a prospecting and remarketing campaign that would enable us to reach out to the brands ideal target user alongside a remarketing campaign that would enable us to recapture those who had previously expressed an interest in the brand or its products. We devised the budget by a 70/30 split between the prospecting and remarketing campaign in order to ensure no budget was wasted and it was spent effectively between the two based on the existing ad account data we had.
- We then created a series of ads (ad copy and assets) to support the client’s objectives, which included increasing the clients visibility on Facebook to compete with brands at the same or higher level.
- Through doing so, we were able to capture more new users which increased the number of people we were able to share our retargeting ads with, increasing purchases across all points of the sales funnel.
Consistency was the ultimate test throughout the campaign, ensuring that we were able to generate the same or increased revenue MoM.
Having identified key products within the Big Max Golf range and using further insights from Google Analytics and that available through Facebook, we generated a 42% increase in revenue and 23% increase in purchases.
We also achieved an 18% reduction in CPM, something the brand had previously found challenging to reduce.
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