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CLIENT SPARX

Sporting goods startup hits 50% YoY revenue growth

OVERVIEW

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. 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.

50%

Lift YoY In Revenue & Transactions

12%

YoY SEO Traffic

50%

YoY SEO Revenue

200%

YoY in PPC Revenue

CLIENT TESTIMONIAL

  • 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
    Steve Jones, Vice President, Marketing & Customer Acquisition at Sparx Hockey

THE CHALLENGE

The goal was to plan and implement a 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 SEO challenge 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 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.

1000%

Return on Ad Spend typical across all PPC channels

Primary Goals

Build complex Facebook audiences with remarketing and lookalike audiences for higher-funnel prospecting

Deploy Facebook’s “MobileWorks” program to engage and convert audiences using mobile devices

Ensure the site’s technical SEO is optimized for maximum performance

Add new website pages highly relevant to targeted keyword phrases

video mobile images
video mobile images
video mobile images

OPENMOVES ANALYST

  • It's been a great experience to participate in the growth and success of a winning startup like Sparx. This is a company that really found a great concept and great traction in the market and we were really able to scale PPC fast and effectively to grow the overall business. Sparx has consistently pushed us with aggressive growth targets and while it hasn't always been easy we're proud to be a part of this high-performance team that's showing huge growth every month!

    Dave, Sr. PPC Analyst, OpenMoves
    Dave, Sr. PPC Analyst, OpenMoves

The Solution

Attribution. Sparx operates within a complex environment of marketing analytics and attribution. The target audience will often interact with Sparx across multiple channels and touchpoints before making a decision and correct marketing measurement relies on detailed data interpretation. Working closely with the Sparx marketing team to measure and report results has been key to developing a winning strategy.

Facebook Audience. We operated Facebook Ads with remarketing and retention audiences for low-funnel results and lookalike audiences for higher-funnel prospecting, with demographics features including location, age, income, and interests layered on top of Facebook’s automated targeting to identify the best prospects at scale.

Choosing Keywords. By looking at the competitors’ rankings and organic search rankings for Sparx on page 2 or 3 of the search results, we discovered keyword phrases to try to target, and listed the ones that had the most chance of success. We also created new pages on the Sparx website targeting the keyword phrases on our final list.

Google Ads And Bing Strategy. Through 2018, Google Ads spend rose by 50% while revenue rose by 150%. To achieve this success required a complete deployment of Google Ads features including display remarketing, display prospecting, Smart Shopping, demographics and income targeting, and traditional brand and non-brand search. Sparx found success adding Bing into the media mix once Google Ads began to mature and show results.

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