The designers and developers at Fabric Digital got to work. We polished their brand assets and built them an online presence that they could be proud of. When the website was finished, Racer Products asked us to help drive more traffic to it. They were particularly keen to ensure that the people who visited their website were actually interested in motorsports. It was about quality rather than quantity; they didn’t want to waste money on “leads” that would visit the website for a few seconds only to bounce from it.
To satisfy this brief, we built a highly targeted Google AdWords campaign designed to capture the most promising potential customers. Our aim was to outperform the competition in New Zealand, and attract the attention of both amateurs and more serious customers. We made sure the ads would be seen by people who googled specific, promising keywords like ‘Custom-made motorsport apparel’ or ‘Where to get motorsport gear?’ Demographics and location targeting also played a big part in our targeting.
At the same time, we avoided targeting people who googled terms that were similar but irrelevant. Someone who searches for ‘bicycle racing apparel’, for example, would be wasting Racer Products’ marketing budget if they click on an ad.