The Company &
the Playing Field
the Playing Field
Monkey Sports is a sports equipment retailer who sells products in retail stores and online. They recognized potential in their online sales and they approached us to help them increase ROI for their online advertising. Their four brands already have wide brand recognition in the sports equipment industry: Hockey Monkey, Goalie Monkey, Baseball Monkey, and Lacrosse Monkey. We combined their strong brand with a well-thought out advertising strategy on Google Shopping to boost their online sales while focusing on improving return-on-ad-spend.
We rebuilt the structure of their campaigns to focus on keeping cost per conversion low. While control of keyword targeting is limited with Google Shopping, this campaign structure ensures that ads show at an appropriate CPC, leading to a profitable CPA and improved ROAS.
We employed an extensive sku-by-sku DFO strategy across their Google Shopping account to target product listing ads for appropriate long-tail search queries. This optimization strategy worked in tandem with the new account structure to increase visibility and decrease wasted ad spend.
Vertical Rail is a certified Google Premier Partner and Monkey Sports has demonstrated a significant investment in Google Shopping. Google approached Vertical Rail and Monkey Sports to beta test new advertising features before wider release.
Monkey Sports saw a significant increase in their ROAS and revenue from advertising in Google Shopping. Their ROAS rose by 132% in twelve months. Sales jumped 30% over the same time frame.
From the Client
“Vertical Rail does a great job focusing on some rather technical services for Monkey Sports. Early on, when others would have focused on a sales pitch, Vertical Rail was fixing technical issues. Vertical Rail does a great job keeping themselves tied in with Google on Product Listing Ads, finding opportunities that others don’t.”