757 Sports Collectibles offers a wide range of autographed sports memorabilia, licensed sports apparel, and sports novelties for passionate fans. Their inventory includes items signed by athletes from major leagues such as the NFL, MLB, and NASCAR, as well as unique entertainment memorabilia. As dedicated sports enthusiasts, their team ensures that customers find valuable collectibles to enhance their collections or give as memorable gifts.
Despite being an established eCommerce brand, 757 Sports Collectibles had struggled to make Google Ads work for their business. After several failed attempts, they were ready to give up. They believed the primary issue was reaching their specific target audience—individuals or businesses looking for branded memorabilia and apparel. Unsure whether Google Ads could connect them with their niche market, 757 Sports Collectibles approached us for help.
WeAdU’s Strategy and Implementation
We implemented a tailored strategy using feed-only Performance Max (PMax) campaigns to solve 757 Sports Collectibles' challenges. Our goal was to show relevant ads to potential buyers, optimize spend, and drive more conversions by focusing on data-driven targeting.
1. Feed-Only Performance Max Campaign:
For our Performance Max strategy, we start with one feed-only Asset Group per product category. This approach prioritizes Google Shopping, the top-performing network for conversions, enabling us to gather quality data on purchase-ready audiences. Dynamic Remarketing also allows us to display targeted ads to returning visitors. After each Asset Group achieves a strong conversion base, we gradually introduce additional assets to reach more networks—Search, Display, YouTube, and Discovery—capitalizing on high-quality conversion data to drive further growth.
2. Advanced Audience Segmentation:
We used advanced audience segmentation to identify specific groups interested in sports memorabilia. This included targeting users who had previously visited the website and people interested in specific sports leagues or athletes based on their search history.
Segmenting the audience allowed us to show ads to users more likely to convert, optimizing the ad spend and maximizing ROI.
3. Smart Bidding and Target ROAS:
To maintain efficiency, we applied Smart Bidding strategies like Target ROAS, which allowed Google’s AI to automatically adjust bids based on performance data. By doing so, the campaign was optimized to deliver the highest returns for 757 Sports Collectibles.
Smart Bidding helped focus ad spend on high-value searches and optimize for profitable sales, making the most of the budget while driving measurable returns.
4. Dynamic Search Ads (DSA) to Expand Reach:
We employed Dynamic Search Ads (DSA) to capture search queries that may not have been targeted directly. This approach generated relevant ads based on website content, targeting long-tail keywords related to niche memorabilia and collectibles, such as autographed jerseys or signed movie props.
DSAs allowed us to expand the reach of the campaigns, capturing more potential buyers who were searching for specific sports memorabilia or entertainment collectibles.
5. Product Segmentation and Prioritization:
We segmented 757 Sports Collectibles’ products into categories based on performance. High-performing items, such as NFL jerseys and signed baseballs, received priority in the campaign, while underperforming segments were placed into three-tier Shopping campaigns to optimize bidding and improve overall ROAS.
Focusing on top-performing products allowed us to maximize sales in the most profitable categories while giving underperforming products a chance to improve.
6. Remarketing to Boost Conversions:
We implemented remarketing campaigns to re-engage users who had previously visited 757 Sports Collectibles’ website but hadn’t made a purchase. By showing personalized ads, we encouraged these users to return and complete their purchase.
Remarketing increased conversion rates by keeping the brand top-of-mind for users already interested in the products, reducing acquisition costs and driving more sales.
By shifting to a feed-only PMax strategy and using advanced audience targeting, 757 Sports Collectibles experienced a significant turnaround in their Google Ads performance. They saw a notable increase in sales and were able to reach the right customers—sports fans and collectors—who were searching for the unique memorabilia and apparel they offered.
With higher ROAS and more efficient ad spend, Google Ads became a critical part of 757 Sports Collectibles’ overall growth strategy, helping them expand their reach and drive consistent sales.
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