At ADM, it has always been our core priority to act as a true partner to our clients. That means working closely with them to innovate and test strategies that address various pain points in their marketing funnel.
It’s often easier for agencies to look at larger market or seasonal trends they can’t control and use those as an excuse to stay the course with simple, low-lift approaches. But the essence of a growth marketing agency is its ability to use the different digital marketing tools to overcome those barriers.
Recently, our team was honored to learn that it had been named a Finalist for Google’s Agency Excellence Awards in the Creative Coverage category. That recognition is a direct acknowledgment of our willingness to experiment and test alongside our clients—in this case, the premium running apparel brand Tracksmith.
ADM and Tracksmith have had a long and productive partnership, and the trust that our team has earned from theirs through our prior successes is what allows us to run tests in the account with full client confidence.
Generating New Interest and Intent
In early 2024, we worked with the team at Tracksmith to see how well we could offset a consistent seasonal trend in the athleticwear industry: Diminished interest during the winter months. Because many of the people living in North America and Europe—Tracksmith’s primary markets—endure cold and inclement conditions throughout the winter, it can be harder to engage them with messaging about outdoor activities like training. Interest drops, so intent-based digital marketing channels like search lose some of their efficiency.
To counteract this, we wanted to test out how well we could generate additional interest and intent through awareness channels. In January 2024, we worked with Tracksmith to select 6 test markets—New York, London, Los Angeles, Boston, Seattle, and Washington, DC—where we would run Google Ads Video Reach campaigns on YouTube to gauge the impact they’d have on interest and sales. These campaigns targeted both In-Market and Custom Intent audiences and featured five different video ads paired with new ad copy.
The ads went live in our 6 test markets in late February 2024 and had an impressive impact, both on paid search channels and organic. In pre/post testing, conversion rates for our Branded Search campaigns improved by more than 26% in test markets while revenue increased by more than 12%. Meanwhile, the organic outcomes were even more eye-opening: Nearly a 36% increase in organic conversion rates paired with a nearly a 45% increase in organic revenue in those markets compared to the controls.
Continuing Expansion
The success of this test was strategically valuable to Tracksmith, because it opened a door to efficient new revenue in some of their most important markets. As a result, the client elected to roll out this Video Reach strategy to additional markets later in the year.
Based on the continued success of that program, we felt it was a strong candidate for submission in Google’s Agency Excellence Awards. Our team is honored for Finalist consideration alongside other impressive agencies, and we look forward to finding out the winners later in Q4.
This client work exemplified ADM’s continual commitment to implementing new campaign types in innovative ways. Whether it’s our early mastery and deployment of Performance Max campaigns or our consistent analysis of and adjustment to Google’s ever-changing search and shopping functionality, ADM is determined to stake our place as an elite search engine marketing agency through the competitive advantages we create for our clients.
Of course, client trust is essential to testing and innovation—and we earn it through clear communication and consistent account growth. A client-agency relationship is a two-way street, and we don’t conduct tests randomly: We’ll only run account experiments to introduce new wrinkles if we have reason to believe that they could produce additional growth for the client. If you’re interested in learning what our team can do for yours, don’t hesitate to reach out for a consultation or audit.
