Paid Search Drives Online Sales for TRX Training
Case Study Snapshot
Client: TRX Training
Industry: eCommerce
The Challenge
Winning over consumers in a competitive landscape
To address a diverse, competitive online shopping landscape, TRX needed to ensure its digital marketing strategy allowed the brand to seamlessly capture consumers. The goal was two-fold: drive purchase-ready customers to their website, and capture higher-funnel consumers looking to improve their fitness to learn more about its products. To remain competitive and achieve their sales goals, our experts revamped TRX’s legacy search engine marketing (SEM) approach.
Strategy
Leveraging SEM was key to achieving TRX’s goals but, historical campaigns proved ineffective at capturing and converting consumer demand. So, our experts stepped in with a restructured approach that would both drive sales and position TRX’s products as the go-to workout for all body types, fitness levels, and varying workout needs for the target audience.
The paid search and shopping restructure was centered on five core components:
- Fully maximizing SEM capabilities (promo call-out, sitelinks, etc.) to drive performance
- Optimizing toward top performers and priority conversions
- Prioritizing the consumer’s intent and specific product needs
- Geo-targeting different international regional audiences to ensure relevancy
- Testing into new audience segments
