New strategy makes the sails catch the wind
Watski achieves success that exceeds all expectations, with a new multi country strategy
BUSINESS MODEL
SERVICE
TECHNOLOGY
COUNTIRES
BUSINESS MODEL
COUNTIRES
SERVICE
TECHNOLOGY
ABOUT
Watski is the Nordic region’s leading online store within boat accessories and equipment. Across their four domains, they have a wide range of strong brands and thousands of products carefully selected for Nordic boat owners.
Watski is a Swedish company, but operates in Denmark, Norway, Finland and Sweden. The company has roots dating back to 1916 under the name AB Herman Gotthard. In the 1980s, AB Herman Gotthard merged with the water ski specialist store chain Watski, and in 2004 the entire company changed its name to Watski.
GOALS
Achieve better ROAS on Google Ads
Develop and implement a new PPC strategy
Lower the CPC price
Founded
1916
Products
+12.000
Employees
9
Industry
Sports & Leisure time
CHALLENGE
With a company that makes a living from seasonal products like Watski, it’s important to prioritize time and attention on Google Ads, especially around the right seasons. Watski had experienced this with previous agencies, which could not document their time and efforts and at the same time did not deliver the results.
At the same time, Watski did not have the time and resources himself to put in the required effort, nor did he have the skills to get the most out of the ads.
When it came to choosing a new agency to take over Google Ads, it was, therefore, important for Watski that it was an agency that could provide documentation and transparency in terms of invoicing, the company and the time spent.
In addition, it should be a serious and competent team that could help them lower the cost prices of the ads.
“We are very happy with Iternum Digital. They have shown us that an agency can put action behind their words. We have increased our revenue by 181% and reduced our CPC by 46%.”
– Therese Högqvist, CMO hos Watski
SOLUTION
Iternum Digital was one of three top major agencies that got the opportunity to take part in a pitch to optimize Watski’s data on Google Ads.
With a convincing analysis of Watski’s data, Iternum Digital was chosen to turn the tide on Watski’s Google Ads performance.
This involved a completely new PPC strategy, which we have developed and implemented across Watski’s four Nordic domains.
With the new PPC strategy, more ships had to set sail. First and foremost, with our best practice granular structure, we created transparency in the data which has given us the opportunity to manage Watski’s data and optimize it towards their business goals: to achieve a better ROAS (Return on ad spend).
The new structure has given us room to optimize at the product level and act quickly on the data that is procured. In addition, we have optimized Watski’s remarketing model. We have developed new creatives that have performed much better, and finally we have made sure to focus on the right seasonal products at the right time.
Thus, our competencies, technologies and best practice experiences, together with a close dialogue with the customer, created a driving force behind a convincing performance.
“There are many agencies that offer the same service as Iternum Digital, but at Iternum Digital we have met a great deal of seriousness about the work and a very competent team, which we have been extremely satisfied with,” says Therese Högqvist.
“Iternum Digital has shown us that an agency can put action behind their words. We have increased our revenue by 181% and reduced our CPC by 46% “, she explains.
“We are very happy with Iternum Digital. They have shown us that an agency can put action behind their words. We have increased our revenue by 181% and reduced our CPC by 46%.”
– Therese Högqvist, CMO hos Watski
RESULTS
In less than a year we have achieved results that far exceed all expectations.
In the period of us managing the account compared to the same period the year before, Watski’s revenue has grown on Google Ads across all four countries by 181% with a small increase in the budget of 12%. Thus, we have also managed to increase their ROAS by as much as 105%.
The number of conversions on Google Ads has increased by 170% and the conversion rate by 28%. This is especially impressive considering that there is also an increase of 110% more clicks.
The reason for the distinguished results, despite the fact that we have only increased the budget by 12%, is mainly due to the fact that we have lowered the CPC price by as much as 46%, throughout the process, the best practice and technology guided by highly skilled competencies.
““We look forward to continuing the collaboration next year and to achieving a hopefully equally good performance in a market where more and more competitors arise”, Therese Högqvist finishes.
