PDH Sports
Paid Search strategy is game, set, and match for racket sports specialists
- +136% Increase in Paid Search revenue
- +131% Increase in orders
- +92% Increase in padel page views
Project overview
PDH Sports are one of the UK’s leading online racket sports specialists. They offer an extensive range of squash, padel, tennis, badminton, racketball, pickleball, and fitness equipment at the best prices.
Herd were tasked with growing PDH’s sales, conversion rate and average order value (AOV). The padel section was a key focus for growth.
Herd's 200+ point audit revealed that PDH had no visibility of channel attribution, as there was no revenue tracking set up. This meant that the business was wasting budget on driving clicks to the site that were not of high quality.
Our Paid Media team needed to take a step back and start the Paid Search strategy from scratch.
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The brief
PDH Sports had already established themselves as one of the UKs leading online racket sports specialists, but they were now looking to grow their marketing activity efficiently, and launch a new site to improve conversion rate.
Key objectives
- Enhance visibility across the padel/pickleball category
- Increase site-wide sales
- Increase conversion rate
- Increase AOV
Project highlights
A 200+ point audit of the account allowed us to create a roadmap of changes.
This included campaign restructures and updated category prioritisation based on seasonality, stock, and previous sales.
We significantly enhanced the tracking across Google Analytics and Google Adwords, allowing us to grow revenue by +136%
We used Google’s new unit calculator to help PDH understand their optimum return on ad spend (ROAS) targets.
We refined the creative assets within the Performance Max campaigns.
We provided a variety of relevant headlines and descriptions to match the user’s intent. We also made sure to include a mixture of imagery and videos, so we could allow the system to optimise for different placements.
Prior to migrating the website from PDH’s outdated bespoke platform to Shopify, we only had fours days when revenue was above £10k. Post-migration, we have only seen 10 days when revenue was below £10k.
