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Triathlete Sports is a leading online retailer specializing in gear for swimming, cycling, and running—catering to competitive triathletes and fitness enthusiasts alike. Based in Maine, Triathlete Sports is family-owned and prides itself on exceptional customer service and quality products. From wetsuits and biking shoes to running accessories, they offer a wide range of high-performance gear with a commitment to fast, reliable shipping and no surprises on availability.
Despite offering high-quality products, Triathlete Sports faced challenges scaling their Google Ads campaigns. Their premium pricing, combined with the fact that they weren’t a widely recognized brand in the U.S. market, made it harder to justify the higher cost to potential customers. Competing against established luxury brands, where brand recognition heavily influences purchasing decisions, required a strategy that clearly communicated the value of their craftsmanship. They also needed to reach a niche audience of triathletes and active consumers, while maintaining a strong Return on Ad Spend (ROAS).
WeAdU’s Strategy and Implementation
To help Triathlete Sports overcome these hurdles, we implemented a tailored feed-only Performance Max (PMax) campaign combined with value-driven messaging and targeted strategies to effectively reach their niche audience without sacrificing ROAS.
1. Feed-Only Performance Max Campaign for Targeted Reach:
For our Performance Max strategy, we start with one feed-only Asset Group per product category. This approach prioritizes Google Shopping, the top-performing network for conversions, enabling us to gather quality data on purchase-ready audiences. Dynamic Remarketing also allows us to display targeted ads to returning visitors. After each Asset Group achieves a strong conversion base, we gradually introduce additional assets to reach more networks—Search, Display, YouTube, and Discovery—capitalizing on high-quality conversion data to drive further growth.
2. Communicating Value and Premium Craftsmanship:
Knowing that premium pricing required a more sophisticated approach, we focused on highlighting the quality and value of Triathlete Sports' gear. Through detailed product descriptions in their Merchant Center feed, we emphasized features like durability, performance enhancement, and long-term cost savings that justified the higher price points.
By focusing on the intrinsic value of the products, we helped customers understand why Triathlete Sports' products were worth the investment. This messaging resonated with the niche audience who were looking for gear that would enhance their training and competitions.
3. Audience Signals Tailored for Triathletes and Active Consumers:
We leveraged custom audience signals to ensure the ads reached users actively searching for swimming, cycling, and running gear. By using Customer Match, we targeted existing customers and created lookalike audiences that expanded the campaign’s reach to users with similar interests and buying behavior.
This level of precise targeting helped us deliver ads to users who were already engaged with triathlons or related sports, leading to higher-quality traffic and improved conversion rates, even with premium-priced products.
4. Smart Bidding with Target ROAS:
We implemented Smart Bidding strategies such as Target ROAS, allowing Google to adjust bids dynamically based on real-time data. This strategy prioritized users who were most likely to convert, optimizing bid allocation to maintain profitability and scale the campaign.
By focusing on return rather than just clicks, Smart Bidding ensured that the ad spend was efficient, resulting in higher-quality leads and increased sales without driving up costs.
5. Dynamic Search Ads (DSA) for Capturing Long-Tail Keywords:
To expand visibility, we utilized Dynamic Search Ads (DSA) to capture traffic from long-tail keywords like "best triathlon wetsuits" or "top cycling shoes for triathlons." These ads automatically generated relevant copy based on Triathlete Sports' website content, allowing us to capture a broader range of search intent.
DSA allowed us to tap into search queries that might have been missed with traditional keyword targeting, driving additional traffic from high-intent customers looking for specialized gear.
6. Three-Tier Campaign Strategy for Different Product Categories:
To maximize performance across product categories, we implemented a three-tier shopping campaign strategy. High-demand products like wetsuits and triathlon shoes were placed in high-priority campaigns with aggressive bids, while mid-range and lower-performing categories were given more conservative bids to control ad spend.
This ensured that Triathlete Sports' most profitable items received the attention and budget they deserved, while lower-demand products were still promoted but with minimized risk to the overall ROAS.
Through our tailored feed-only PMax campaign and strategic use of value-driven messaging, Triathlete Sports successfully overcame the challenge of premium pricing and competing in a crowded market. They saw significant improvements in both sales and ROAS, proving that Google Ads could be a viable, scalable strategy for their business.
The campaign allowed Triathlete Sports to grow their market share, reaching new customers and expanding their presence in the triathlon and fitness space, all while maintaining profitability.
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