The team at Cordova Outdoors specializes in creating tools for outdoor-minded people to use in enjoying their trips outside. Although they had seen limited success through Google and Meta Ads previously, they didn’t feel that they were receiving the maximum return on ad spend possible. As a result, this outdoor retailer challenged Groove Commerce to optimize their existing accounts and to maximize ROAS.
Understanding Cordova Outdoors
You’re out camping with friends you haven’t seen in months. You have a weekend’s worth of meals packed up, and are beginning your first full day with a cup of hot coffee. Without taking along the proper gear for the adventure, your food is bound to spoil, and worse yet, your coffee will get cold.
That’s why you made sure you were ready for the trip with coolers, drinkware, and accessories from Cordova Outdoors. Instead of filling you in on the solutions Cordova offers to solve your adventure’s challenges, here is an introduction from the brand itself.
"We equip bold and casual adventurers with American-made gear they can trust. We design and ship everything we sell from our worldwide headquarters near Boise, Idaho. Our rotomolded coolers are manufactured there, from start to finish. Come visit if you're in our neck of the woods. Your expedition, your livelihood, and even your life depend on reliable coolers and rugged gear when venturing out into the wilderness. Hard coolers, soft coolers, bags, drinkware, and outdoor gear built for a lifetime of adventure.”
Groove Commerce's work with Coordova Outdoors was two-fold. Although the end-goal of our marketing partnership with Cordova was to increase revenue to meet quarterly targets, we collectively identified multiple sub-metrics that required attention.
In a highly-competitive market such as outdoor products, Cordova Outdoors needed an agency with our expertise to take on the challenge. With a final goal of reaching a 300% return on ad spend (ROAS), we got to work as Cordova’s busiest time of the year, spring and summer, quickly approached.
Increase Website Traffic
Foremost, Cordova wanted to increase the total number of people who visit their site. To achieve this goal, our team would need to optimize ads ultimately increase CTR (click through rate).
Second, Cordova needed to increase the CVR (conversion rate) of those who entered their site through an advertisement. Our team would need to modify both campaigns and targeting rules to ensure that ads were being shown to those actively in the market for the products being offered.
Move Away From 3rd Party Fulfillment
Prior to our engagement with this brand began, a large percentage of Cordova Outdoors' online sales were generated through Amazon. Although Amazon does give merchants access to the largest online marketplace in the US, the fees associated with offering products with Prime delivery take a significant amount of profit margin depending upon the product being sold. To overcome this, Cordova wanted to invest in driving potential customers to their owned direct to consumer site.
Since Cordova had previously ran paid advertising campaigns, we were able to begin our work on an existing foundation. Our first step was to separate shopping campaigns out to adjust spending on certain product groups.
For example, because hard coolers are Cordova’s bread and butter, we allotted more ad spend budget to their hard coolers campaign. Other campaign examples include soft coolers, drinkware, and miscellaneous accessory items. This balance ultimately positioned the account to optimize for products that drove the most sales, profit and ROAS.
Customer Lists & Lookalike Audiences
After our team adjusted campaign structure and budget, our team used customer lists to create lookalike audiences and enable audience expansion. In the same light, we leveraged competitor targeting techniques to target audiences who are interested in similar items by competitors.
Next, we used positive and negative keywords to target specific competitor search terms that Cordova’s products should appear for when searched. By deploying this approach, we were able to prevent Cordova Outdoors from showing for irrelevant keywords, while bidding less for those exact-match keywords that provided strong ROI.
To achieve our desired ROAS, our team agreed that campaigns for the Cordova Outdoors account required a visual upgrade. To create all-new advertisements, we worked closely with the internal Cordova team to ideate new campaign ideas and visually communicate both their associated visuals and copy.
When captivating graphic assets are available, we leverage them to their fullest extent. Ultimately, we were able to capture the sense of adventure Cordova represents, while prominently featuring the product in real-life environments. This translated to both an eCommerce and branding win.
Google Performance Max
Our team used all available tools at our disposal to generate new advertisements on Google’s Performance Max ads platform. By creating ads under the Performance Max banner, these pieces were shown on Google Shopping, YouTube, Gmail, and other Google services.
Additionally, we combined industry best practices with our own proprietary optimization techniques in all campaign types. These included responsive search ad campaigns and video campaigns among others. Ultimately, our certified team of Paid Media Strategists optimized each campaign via Performance Max and transitioned the account from a moderate success to an eCommerce powerhouse.
Following our preparation for this client's hottest-selling time of the year (July through September) we were pleased to see that we exceeded our initial goals substantially. Comparing quarterly account performance year over year, Cordova outdoors saw the following changes in their paid media KPIs.
- 48% Increase in Sessions
- 32% Lift In Total eCommerce Transactions
- 45% Surge In Bottom-Line Paid-Ads Generated Revenue
- 409% ROAS (Return on Ad Spend)
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