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REI Outdoor Equipment

Case Study

Ana Smith, Marketing head of REI Outdoor Equipment, a leading outdoor equipment manufacturer, came to Wall Street Marketing Hub because its PPC campaigns had plateaued after several years. While it remained one of the top advertisers in its industry, its advertising costs were rising with no corresponding increase in leads or sales.

Level-Up Your Sales

  • 55
    Conversion Rate
  • 100
    Ad Impressions
  • 54
    Increase in Online Sales
  • 25
    Return on Investment

About REI Outdoor Equipment

Our client is REI Outdoor Equipment, a well-established brand that has been designing and manufacturing top-quality camping and hiking equipment for over 30 years. Based in Colorado, REI is respected nationwide for its durable tents, backpacks, sleeping bags, and other gear designed to withstand demanding conditions in the wilderness.

Across their websites and catalogs, REI offers various products at various price points to suit casual and serious backpackers. Their mission is to equip outdoor enthusiasts with reliable gear that allows them to enjoy nature fully.

The Challenges

REI Outdoor Equipment came to us because its PPC campaigns faced several challenges. They recognized the need to refocus and refine its strategy to improve efficiency and performance. Dated approaches were no longer effective in such a dynamic digital marketplace.

  • 1The existing campaign structure and targeting were too broad and not optimized for performance across regions, products, and seasons.
  • 2Data analysis showed their target audiences' interests and search behaviors were shifting with new outdoor industry trends.
  • 3They faced competition from newer brands offering lower prices and newer product lines.
  • 4Conversion rates on their ads and landing pages had declined, indicating their messaging and offers no longer resonating.
  • 5Costs had steadily increased over the past few years without a significant return boost.
Strategy #1

Data-Driven Ad Group Structuring

We developed narrowly tailored, data-driven ad groups for specific outdoor product categories, seasons, and regional locations. Within each ad group, we crafted customized ad copy, landing page experiences, and calls to action catered to each micro-segment.

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Strategy #2

A/B Testing and Optimization

Our experts conducted ongoing A/B testing of ad creatives, landing pages, and messaging to continuously refine and optimize the campaigns. Testing allowed us to identify the highest-performing page elements and quickly scale up approaches that generated the best results.

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Platforms Used:

  • Google Ads

  • DoubleClick by Google

  • SpyFu

Our Services*

Wondering about the additional revenue potential of PPC campaigns? Our expertise can help promote your business effectively, delivering maximum ROI on autopilot.

  • 1Conducting comprehensive keyword research to pinpoint high-volume, commercially relevant terms, ensuring campaigns are armed with optimal search queries.
  • 2Utilizing tools like target CPA to adjust bids and ads proactively, maintaining high scores.
  • 3Carefully vetting and onboarding high-performing affiliates relevant to the business niche.
  • 4Implement monthly reporting and site analytics to enhance performance, focusing on CPC, CTR, CR, and ROI metrics.

Testimonials

We engaged Wall Street Marketing Hub to help revamp our struggling PPC campaigns. Within a few months of them taking over, we saw visible improvements in our key metrics. Their strategies of focused market research, data-driven segmentation, and ongoing testing and optimization helped breathe new life into our digital advertising.

Ana Smith

Marketing Head at REI Outdoor Equipment

Let’s Get Rolling

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