Fatboy

Challenge

Fatboy was being managed by an agency in The Netherlands, which was not the most ideal for marketing to the US audience. The US headquarters was in search of a stateside agency that understood the brand, the customers, and how to reach them. Tractorbeam was hired to manage the brand’s paid search for the US store, create a US-specific brand voice, and consistently increase revenue year over year.

Google AdWords

We developed an account structure to reach customers during decision-making, comparison, and brand-focused searches. When we took the campaigns over, they were very focused on brand searches only, which made it difficult to grow revenue. The blend of keywords, while more costly upfront, allows for long-term revenue growth by introducing the brand to new customers.

With Google Shopping, optimizing the feeds was paramount to the success of the campaign. We worked to ensure feeds were dynamic, product attributes were enhanced, and results fully represented the brand.