Ocean & Earth: Keeping the Aussie Surf Industry Alive.
Knowing that a strong SEO (Search Engine Optimisation) program will support any SEM activity and programs, a key part of our breif was to inject some SEO into the Digital Strategy. By having full through the line visibility on all digital touchpoints we were able to create a comprehensive approach to rolling out Google Ads and delivering SEO efforts as a cohesive suite of month on month activity, and also track and monitor sitemap indexing.
The brief
Ocean & Earth approached COG Digital with a brief to deliver the digital marketing strategy and deployment for key lead generation activities on platforms such as Google Ads. Also in brief was to inject some SEO activity into the digital approach.
Ocean & Earth is one of, it not, the only remaining Australian surf company that has been around for over 30 years and that remains 100% Australian. With a connection to the core surfing community the O&E hardware surfing products are highly regarded. Because of this their online performance needs a sophisticated approach to lead generation and SEM (Search Engine Marketing) to ensure they cut through to their target audience and reach their community online. Surf products as a category online is very competitive with a variety of discount supermarket-type vendors. Here price is a key driver in decision making, thus high click volumes occur from eager shoppers hunting the best price.
The client
Ocean & Earth was founded by Brian Cregan in 1978 on the South Coast of New South Wales Australia.
Ocean & Earth slowly grew by establishing a network of retailers throughout NSW & Southern Qld (Australia). Staff knowledge of surfing helped with product development but many other areas of business were developed via trial and error.
By 1985 the Ocean & Earth product range had grown significantly to encompass a broad range of surfing accessories, backpacks and a small range of clothing which still is the backbone of the company today. Ocean & Earth is one of the most well known core surfing accessory companies that still remians one of the last independent surf brands in the world.
The solution
A tactical and strategic approach to deploying digital performance marketing campaigns and generating SEO assets and activity.
Knowing that a strong SEO (Search Engine Optimisation) program will support any SEM activity and programs, a key part of our breif was to inject some SEO into the Digital Strategy. By having full through the line visibility on all digital touchpoints we were able to create a comprehensive approach to rolling out Google Ads and delivering SEO efforts as a cohesive suite of month on month activity, and also track and monitor sitemap indexing.
Our focus ensured that organically, Ocean & Earth is competing strongly and providing every opportunity for SERP’s (Search Engine Ranking Position) to support any paid search activity. With a growing list of product categories being absorbed into the Search Ad program on a weekly basis, the SEO works would need to run consistently on this growth path. With a sophisticated dynamic retargeting strategy in place with a strong visual display asset base, the Ad Strategy and SEO Strategy is a comprehensive network of performance marketing for Ocean & Earth getting the most value out of each CPC.
The results
Exceeding 1000%+ ROAS for 3 consecutive months and, another 350% ROAS month on month of an entire year, our performance marketing for Ocean & Earth broke some records for COG Digital.
With an ever growing product offering and category performance growing with each expansion, the overall return on investment for SEO and PPC activity was a clear winner.
While the Covid-19 pandemic shockwave rippled through online and offline retail, our SEO foundation works which followed web convention set up the eCommerce trade with a solid foundation to compete at an organic and paid level. This with a flexible strategy ensured Ocean & Earth could push and pull levers reactively to take advantage of opportunities and choose which performance battles to take on.
Key Summary: Strength and sustainability in the Ocean & Earth investment to their eCommerce strategy and performance.