Bioflow is an online retailer of magnetic therapy products. Ranges include lifestyle products designed to help those with pain and mobility issues, Sport wristbands to improve athlete performance and injury recover, as well as pet products to support pets with mobility issues.
Their target audience is broad and diverse, while their knowledge is very high in this niche area of expertise.
Bioflow is also an SEO client of Impression.
Bioflow already had good brand awareness, particularly in Western Australia, with high-footfall carousels in shopping centres and a number of well-known sporting ambassadors. However, there was no digital strategy to accompany this. They approached Impression to deliver both an organic (SEO) strategy and a PPC strategy; this case study relates specifically to the PPC element.
Our objectives were to:
Magnetic bracelets often stir up heavy debate, with many potential customers initially skeptical about their benefits. Therefore, we knew our strategy had to use search query data and audiences insights to monitor intent. We therefore came up with a 3-fold strategy:
1/ Search Query Filtering
2/ Audience Layering
All of the above allows us to apply budget applied on priority basis to different phases of user journey.
3/ We used Google Display Remarketing to compliment the ‘top of funnel’ searchers
Comparing Jan-Jun 2017 to Jul-Dec 2017 (when Impression adopted campaigns):
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