Puffin
Puffin creates unique koozies modeled after outdoor wear (life vests, flannels, jackets, vests, parkas, sleeping bags, etc.).
Google Ads • META ADS • Amazon • Creative
About
After struggling to gain traction through paid ads, Puffin's marketing manager sought to cultivate more brand awareness and increase non-branded revenue while reducing CPA through paid ads.
Puffin's product is very niche, so the primary challenge was getting in front of the right audiences and maintaining a profitable customer lifetime value.
Our Strategy
- Segment Search campaigns to better control performance and branded/non-branded budget allocation and market saturation.
- Transition from Smart Shopping to segmented manual Shopping campaigns to gain visibility and improve budget allocation.
- Utilize negative keywords lists and cross-ad-group negative structure to reduce wasted spend and maintain campaign segmentation.
- Launch segmented retargeting campaigns to focus ads on previous site visitors.
- Launch A/B copy and creative tests to gain insights and optimize for best performers.
- Add new channels with improved creatives for remarketing and prospecting.
- Utilize cross-platform audience research to determine the testing priority of a given audience segment.
- Implement automation to adjust the budget based on performance, allowing top performers to scale automatically.
System that works
A task that requires increasing brand visibility and maximizing paid advertising for a brand in a highly competitive industry calls for thorough marketing research and rigorous testing. We significantly increased CTR, engagement, and conversion rates by capitalizing on the originality and novelty of Puffin’s products through creative development and visual ads.
We've been working with Algofy for nearly a year, and during that time, they have steadily taken on more work, which is a testament to their talents and our trust in them. They've been very flexible in how we collaborate, making it easy to integrate their services where needed.
RICK | DIGITAL DIRECTOR
