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One of New Zealand’s largest independent toy retailers, Toyco was no stranger to ecommerce prior to their partnership with Sprocket. Having sold products online since 2009, Sprocket has enabled Toyco to expand its online presence and provided valuable strategic direction and execution over the past 4 years. The majority of Toyco’s revenue is now generated online, a huge milestone considering this business started as a brick-and-mortar store.
With so many products in stock, and constantly evolving SKUs, Toyco needed a digital partner who could keep up with their demanding product category needs. The challenge was having a Google Ads strategy agile enough to manoeuvre through rapid changes in stock availability and trends, co-funding of big brand promotions, maintaining product feed approvals, and consistently optimising Google Merchant Center listings and Ads campaigns to drive the most cost-effective ecommerce results.
Using Shopping Ads to rank at the top of search results and bolster both organic and paid search efforts, Sprocket’s product-based campaigns cover Toyco's huge range of products to reach a defined audience of high intent users. Using multiple ad formats across the Google Ads platform, we have been able to reach consumers at all levels of commercial intent. If a customer is searching for a specific product (high intent), we use dynamic ads and feed-based listings via Performance Max/standard shopping campaigns. If a user is searching less specifically (medium intent), we use standard and smart search campaigns. If a user isn't searching but has shown recent interest in toys through browsing habits (low intent), we reach them through YouTube pre-roll ad placements and display banners. Our strategy contributed to the doubling of Toyco’s year-on-year revenue, and our campaigns achieved a 20:1 average return on ad spend in 2022.
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