Case Study
The Strategy That Grew 2XU’s New Customers by 32%
Partner
Since 2023
Website
Region
Australia
Category
Compression & Fitness Performance
Key Objectives
- Grow the new customer base:
Increase the number of new customers that shop on 2XU’s online store. - Increase revenue from paid search:
Optimise Paid Search to drive increases in traffic and revenue. - Reduce reliance on SEM brand bidding:
Drive efficient Paid Search growth without relying on brand bidding on SEM.
PATTERN
Our Approach
1. Target New Customers with Precision
Setup Google Ads campaigns that specifically targeted new customers. Alongside this, we ensured budget allocation was phased in order to push seasonally relevant products that aligned with the priorities of 2XU. This approach not only increased the new customer numbers but also ensured all customers were served the most relevant products in ads.
2. Leverage First-Party Data to Fuel Smarter Search
Alongside targeting new customers, the goal was to ensure we are growing revenue YoY from all customer cohorts. We utilised the latest developments in AI, primarily using 2XU’s first-party data to feed into Google’s AI engine, enhancing the targeting of ads.
3. Reduce Reliance on Brand Bidding
Before engaging Pattern for Paid Search activity, 2XU drove a high amount of traffic via brand keywords on Paid Search. By turning off branded keywords, we were able to invest in non-branded keywords to increase the discoverability of the brand and drive new customers.
Results
Comparing the same period year over year, the optimised Google Ads drove new customers by
+32%
+20%
increase in clicks YoY
+29%
increase in media spend
+25%
SEM revenue increase (GA4 Last Click Data)
+67%
overall search revenue increase (SEM & SEO)
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