The Challenge
Petz Park is a pet supplements supplier located in Australia. They had initially launched in 2019 and saw slow growth through 2020 and into 2021. They knew that paid media had potential to help them scale but were struggling to run their ads profitably.
Siligrams struggled to generate profitable sales at scale on paid social as well as paid search.
The Solution
Growth Galaxy took a holistic approach to Petz Park’s digital advertising strategy. Not only did we optimize their campaigns on the Google and Facebook advertising platforms, but we also put attribution and forecasting models in place.
We configured Google Analytics to accurately attribute sales to traffic sources. We also implemented a reporting system that estimates future revenue based on data-backed projections. This has enabled Petz Park to allocate advertising spending more efficiently.
Google Ads
Growth Galaxy broke out Petz Park’s branded campaign from their general Search campaigns. This has allowed us and Petz Park to easily see how branded and non-branded advertising each contribute to online sales.
We also implemented a portfolio bidding strategy for all non-branded campaigns across Search as well as Shopping. For their non-branded Search strategy, we took their initial 8 ad groups and worked to segment keywords and ads for better quality scores and results.
To date, we’ve tested over 90 Search ad groups, which has allowed us to find profitable keywords and ad combinations. Our new Search campaigns have increased Petz Park’s revenue by over 177%.
Growth Galaxy also overhauled Petz Park’s Shopping campaigns, which we continue to improve. So far, our optimizations have resulted in a 107% increase in revenue from their Shopping campaigns.
As Petz Park grew, they knew they needed to upgrade their Facebook Ads strategy. The campaign and ad set structure wasn’t in line with current best practices and their ad creative projected the image of a less well-established brand.
These are some of the ad creatives that Petz Park was running before they started working with Growth Galaxy.
Growth Galaxy designed new ad creative for Petz Park in order to create a consistent quality brand image. Below are examples of ad creatives that we put in place.
After deploying the new ads, we immediately saw increased efficiency in Petz Park’s Facebook ad spend and they began to net more revenue from the advertising platform.
We combined the client’s creative assets with user-generated content and content created by the Growth Galaxy design team to produce high-quality creative that drastically improved performance.
Results
Petz Park’s overall revenue growth has accelerated. They have seen an over 90% increase in revenue since they engaged Growth Galaxy as their marketing agency. Growth Galaxy has assisted Petz Park in launching additional marketing initiatives, including a new website and a brand new cat supplement product line. Growth Galaxy is proud to be a trusted partner of Petz Park as they continue their trajectory of explosive growth into next year and beyond.
What We Did Differently
Two factors distinguish our engagement with Siligrams from what their experience would have been with a traditional agency.
1
The amount of communication between Growth Galaxy and Petz Park (especially at crucial moments like launching the new website) goes beyond what they would have received working with another agency.
2
We knew communication was going to be important from the beginning as Petz Park had fired their previous partner for several reasons, with poor communication being #1.
3
We provide a high level of attention to all of our clients and when there’s a need to go above and beyond, as in the case of Petz Park, we are willing and able to go into overdrive to ensure that our clients are successful.