Case Study: SPARX
Sparx Hockey is an innovative startup offering a unique at-home skate sharpener used by hockey players ranging from competitive youth players to olympic athletes and NHL pros. Sparx offers game changing performance for competitive players and is a major time saver compared to bringing skates to local shops to be regularly sharpened. Sparx was founded in 2013 with a goal of helping players achieve peak performance.
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Return on Ad Spend typical across all PPC channels
OpenMoves was engaged by Sparx Hockey early in 2018 to plan and implement an improved PPC and SEO strategy that would grow ecommerce results, especially growing sales of the flagship skate sharpener product.
The OpenMoves team developed a strategy focused around search ads on Google and Bing, Social Media ads on the Facebook/Instagram platform and a complete SEO strategy. The overall project was a major success in 2018 with year over year results including:
Modern B2C ecommerce PPC is landscape requiring both creative ideas and strong tactical execution. Sparx has several direct competitors fighting for market share in the skate sharpeners category, and more broadly Sparx competes with other sporting goods expenses that hockey players must evaluate. Some of the specifics of the Sparx landscape and challenge included,
Seasonality. The hockey market is of course a seasonal market, with demand rising in Q4 / Q1 and falling during the summer months. OpenMoves worked with the Sparx marketing team to develop monthly target budgets that were sensitive to seasonality and worked to prioritize campaign activation based on monthly budget and seasonal demand.
“OpenMoves has been a great partner to help us hit and exceed our goals in 2018 and we’re excited to keep growing with them in 2019. The OM team is very experienced, responsive and capable and our results with OM have been much better than with past agencies. They are a great partner and really understand digital marketing for growth.”
-Steve Jones, Vice President, Marketing & Customer Acquisition at Sparx Hockey
Above image shows year over year revenue growth (blue represents current year, orange represents previous year)
Modern B2C ecommerce PPC is landscape requiring both creative ideas and strong tactical execution. Sparx has several direct competitors fighting for market share in the skate sharpeners category, After only a couple of months, OpenMoves was able to achieve numerous page 1 rankings in Google’s organic search results by creating new, relevant and targeted pages on the Sparx website.
The success of OpenMoves’ Search engine optimization (SEO) for Sparx had similar challenges to pay-per-click: a competitive landscape and seasonality.
Not only is there fierce competition in the organic search results from other skate sharpening competitors (local shops and other portable sharpeners to name a few), but there are a lot of informational pages that rank for related keyword phrases as well that Sparx ends up competing with in the organic search results.
Another SEO challenge we had was determining which new keyword phrases ought to be targeted; which words or combination of words we think potential customers will use when searching.
The results, after only a few months of making new pages, are encouraging. Sparx already has more new, competitive and commercial intent keyword phrases ranking on page 1, all generated from the new pages we created as described above.
Both Sparx Hockey and OpenMoves were very excited to see the strong results PPC was able to deliver in 2018 and we’ve set aggressive goals for growth in 2019 as well. Speaking for Sparx, VP of Marketing & Customer Acquisition Steve Jones commented,
OpenMoves is proud of our success with Sparx and excited to continue to drive growth for B2C ecommerce brands seeking performance marketing through PPC and SEO. To learn more about how we can help your brand achieve profitable growth through digital advertising, please contact us today.