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Background
Bogey Bros is an edgy golf brand that sells hats, polos, head covers, and ball markers. Their brand is built around selling controversial designs for players who are interested in having fun more than looking like a PGA golfer.
The Challenge
Before Bogey Bros started working with Conversion Engine, they were working with an agency that was struggling to complete projects on time, communicate effectively, and grow sales. They were getting a great return on ad spend (ROAS) but were not seeing significant sales growth which means they were missing out on a huge opportunity to grow.
Step 1: Ad Profit Analysis
The first step we took to grow Bogey Bros sales was to make sure we understood Bogey Bro’s profit numbers so that we could profitably grow sales, not just increase ad spend. Our goal was to find out:
- What are Bogey Bros Cost of Goods (COGS) and delivery costs?
- What is Bogey Bros break even ROAS?
- What is Bogey Bros AOV and LTV?
- How much will profit increase as we scale, even if ROAS comes down?
- What should our ROAS target be at scale?
Step 1: Scaling Paid Ads
After we took time to run Bogey Bro’s Ad Profit Analysis, we dove into scaling their paid ad campaigns. When we took over their ad account, they were getting a fantastic ROAS. But what that really meant is that they were leaving money on the table by not scaling their paid ad campaigns.
Instead of targeting a super high ROAS, we set a ROAS target that enabled us to scale sales while also significantly increasing profit at scale. By doing so, we were able to profitably scale paid ad spend 15x in the first six months.
Step 2: Email + SMS Marketing
Next up was email + SMS marketing. We focused on:
- Launching SMS as a marketing channel (previously they were not doing SMS marketing)
- Improving email + SMS capture to grow lists faster.
- Optimizing email + SMS flows to increase revenue from automation.
- Increasing weekly email + SMS sends.
- Creating a monthly email + SMS marketing calendar focused on generating more revenue.
Step 3: Creative Analysis & Design Direction
The third step was studying paid ad campaigns to find out which types of ads were converting at the highest level. We then shared the data and analysis with the Bogey Bros team so they could shoot more content that was similar to our highest performing ad creative.
We also took time to design and test new ad creative to find new winning ad opportunities while also keeping ad creative fresh so it wouldn’t fatigue.
Step 4: Creative Design & Testing
In addition to Creative Analysis and Design Direction, we also spent time to design and test new creative every month in order to find new high-performing creatives.
We also focused on testing enough creative to make sure we wouldn’t struggle from ad fatigue with ad performance fading over time.
The Result
After working together, we were able to help Bogey Bros:
- Grow sales 1400% in only one year.
- Scale paid ad campaigns 10x in the first six months.
- 12x revenue from email + SMS campaigns and flows.
- Increase profit 400% in a single year.
