Sports Integrity is a leader in authentic sports memorabilia and entertainment collectibles, offering a wide range of signed items from top athletes and celebrities. From NFL jerseys and boxing gloves to autographed guitars and movie memorabilia, Sports Integrity provides guaranteed authentic, high-quality collectibles to fans and collectors worldwide. Their product range spans across various sports leagues, including NFL, MLB, NASCAR, UFC, and more, as well as entertainment memorabilia from iconic Hollywood figures and rock stars.
Despite being an established eCommerce store, Sports Integrity struggled to make Google Ads work for their business. After several unsuccessful attempts to run campaigns, they were on the verge of giving up. The key challenge was targeting a niche audience of individuals or businesses interested in purchasing branded sports and entertainment memorabilia—an audience that isn’t easy to identify on Google. They were unsure whether Google Ads could reach their ideal customers and deliver a meaningful return on investment (ROI).
WeAdU’s Strategy and Implementation
We worked closely with Sports Integrity to overhaul their Google Ads strategy. Our primary goal was to help them reach their niche audience, increase visibility, and ultimately turn Google Ads into a reliable, revenue-driving channel for their eCommerce business. By using advanced audience segmentation and feed-only Performance Max (PMax) campaigns, we were able to transform their results and deliver a strong return on ad spend (ROAS).
1. Feed-Only Performance Max Campaign:
Our initial step in Performance Max campaigns is to create a feed-only Asset Group for each product type, allowing us to focus on Google Shopping, the network that delivers the highest conversions. This setup helps us gain valuable data on high-intent audiences and use Dynamic Remarketing to reach past site visitors with relevant ads. Once we see a solid conversion rate within an Asset Group, we expand by adding more assets, opening access to broader networks like Search, Display, YouTube, and Discovery, and utilizing robust conversion data to optimize performance.
2. Advanced Audience Segmentation and Custom Targeting:
We utilized advanced audience segmentation to reach specific groups of potential buyers. Using Customer Match, we targeted people who had previously interacted with Sports Integrity, including past purchasers, website visitors, and newsletter subscribers. Additionally, we used Google’s custom intent audiences to target users interested in sports, athletes, or memorabilia based on their search history.
This hyper-targeting approach allowed us to focus ad spend on users most likely to purchase, helping us maximize conversions and ROI while minimizing wasted budget.
3. Product-Specific Campaigns with Smart Bidding:
To ensure efficiency, we implemented Smart Bidding strategies like Target ROAS and Maximize Conversions. By monitoring performance data in real-time, we set up separate campaigns for specific high-demand products like signed NFL jerseys, movie memorabilia, and boxing gloves, adjusting bids dynamically to focus on products with higher conversion potential.
This strategy allowed us to prioritize products that delivered the highest returns, ensuring that Sports Integrity’s ad spend was concentrated on the most profitable segments of their inventory.
4. Dynamic Search Ads (DSA) for Hard-to-Reach Audiences:
We used Dynamic Search Ads (DSA) to capture long-tail keywords and reach potential customers searching for specific athletes, teams, or memorabilia items. DSAs automatically generated relevant ads based on the content of Sports Integrity’s website, making it easier to connect with users searching for niche items like a signed Tiger Woods golf ball or a Jason Voorhees hockey mask.
DSA allowed us to broaden the campaign’s reach by targeting harder-to-find keywords, ensuring that Sports Integrity’s products were presented to users who may not have been captured by traditional campaigns.
5. Remarketing to Recapture Interested Buyers:
We implemented remarketing campaigns to re-engage users who had previously visited Sports Integrity’s website but hadn’t completed a purchase. By showing personalized ads to this warm audience, we were able to increase the likelihood of conversion and drive repeat visits.
Remarketing helped keep Sports Integrity top-of-mind for users who had shown interest in their products, leading to higher conversion rates at a lower acquisition cost.
6. Leveraging Product Segmentation for Maximum ROAS:
We applied three-tier product segmentation to separate high-performing items from underperforming ones. Products like autographed NFL jerseys were allocated higher budgets and more aggressive bids, while lower-performing categories received conservative bidding strategies to minimize risk(WeAdU.com's Scale-up St…).
This approach helped ensure that ad spend was focused on products with a proven track record, driving up sales while reducing wasted budget on lower-converting items.
By implementing a tailored Google Ads strategy, we were able to turn Google Ads into a successful revenue-driving channel for Sports Integrity. Their concerns about not reaching the right audience were alleviated as our advanced targeting techniques connected them with customers actively searching for sports memorabilia and entertainment collectibles.
As a result, Sports Integrity saw a significant increase in sales and a strong ROAS, making Google Ads an integral part of their marketing strategy. The improved campaign performance enabled them to scale their advertising efforts confidently, knowing that their budget was being spent effectively.
of customers
see an increase in ROAS
trackable revenue
across our portfolio
Conversions generated
