The Sneaker Store: +100% growth 2 years in a row

The strategy was divided into three phases:
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1. In-depth market research and onboarding

First, the market was analyzed in depth through onboarding and market research. This included a mapping of customer avatars, their buying behaviour and motivations, which formed the basis for an optimised marketing approach.
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2. Optimization of paid social funnel

Paid social-funnel was redesigned, where marketing was adapted to a wider audience through creatives, copy optimization and the introduction of a scalable starter kit offering. This ensured a higher perceived value for the customer, without The Sneaker Store having to provide discounts that would reduce their coverage contribution. The media mix extended to TikTok Ads, which leveraged organic traction for paid advertising and created a more diversified and less risky traffic structure.
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3. Restructuring Google Ads for maximum profit

The Google Ads strategy was completely restructured. This included improved product feed structure, use of GTIN for better product matching, splitting products into segments based on margin, and excluding branded searches to ensure the ad budget was spent more efficiently.
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In addition, a proactive reporting system was established, with The Sneaker Store now having full insight into how their ad budget is being spent and where profits are being generated. Optimizations of Google Shopping ads have resulted in a more strategic exploitation of seasonal trends, increasing their competitiveness on popular sneaker models.

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