The Robert Axle Project
The Robert Axle Project makes thru-axles for bikes allowing cycling families, adventurers, commuters, and enthusiasts to enjoy traveling by bicycle without leaving their cargo behind.
Google Ads • META ADS • Creative • SEO
About
Following a strong season of growth during the pandemic, like much of the cycling industry, The Robert Axle Project had seen its online direct-to-consumer sales stagnate. That’s when it reached out to Algofy. You only buy a thru-axle when you need it, so having precise targeting is essential to ensure consumers can find them in their moment of need. Algofy was tasked with improving Robert Axle's technical setup and targeting to gain incremental sales heading into the offseason.
Our Strategy
- Launched a branded campaign to protect branded keywords from competitors (Amazon) and maximize real estate for branded search results.
- Leveraged Algofy's global reach to launch advertising in Europe and Asia.
- Launched highly segmented search campaigns targeting NB keywords.
- Utilized a cross-negative keyword network to ensure our ads are only shown for specific non-branded keywords.
- Added audiences in observation mode to get a better grasp of the customer persona, adding bid modifiers to the best-performing audiences.
- Launched a retargeting campaign to attract people who already visited the site to convert.
System that works
Robert Axle needed to build a strong brand image across countries, support sales in the offseason, and boost consumer engagement. We optimized non-branded performance data in the US and successfully applied those learnings to launch ads in global markets to scale.
We sell niche products; really, they are a niche within a niche, making the customers very difficult to target. When we told Algofy this, the challenge made them even more excited to work together, when we thought they would be apprehensive. They've been great with ad feedback concerning the nuances of our product and adapted quickly. They also have a great tracking and communication document that they have put together. 10/10.
ERIK | MARKETING MANAGER
