900% Overall Growth for Naked Foods

Naked Foods is a health and wellness bulk food store, delivering accessibility to a large range of healthy nutritious products to everyday people. They have multiple stores across NSW’s, as well as service online. Despite being one of the market leaders in bulk foods, they came to AdVisible as they wanted to grow their presence online using industry-leading SEO, and increase their ROAS on their e-commerce website. As people are staying indoors during COVID-19, they looked to find ways to captivate relevant audiences and encourage them to purchase from their website - especially users who were conscious about in-store during lockdown. This is where our digital geniuses introduced optimal Google Ads and SEO to reach their long-term business goals.

  • 122.46% Increase in conversion rate
  • 173% Increase in e-comm conversions
  • 900% online growth overall in six months
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Client's Objectives

  • Drive qualified traffic to their website using Google Ads and SEO

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  • Increase ROAS to 2-3 per month within 6 months

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  • Improve brand awareness in the highly competitive bulk foods space online

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  • Drive overall cost-per-acquisitions down

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Strategy & Awareness

Google Ads:

Our central focus was to provide Naked Foods with a robust Google Ads plan that provided our clients with a Google Ads plan and marketing strategy that generated a positive ROAS, increase online purchases and traffic to their website as well as enhance their professional and reputable company online.

From a Google Ads perspective, we would implement the following strategy:

  1. Build non-branded Smart Shopping campaigns targeting product categories which historically demonstrated driving a high return in store and online for Naked Foods. By optimising these campaigns, our aim was to increase their impression share amongst their competitors on Google Search, increase their top of page rate in Google Shopping ad listings and simplify our campaign management by using Google Machine Learning to show on the Google Search Network, Google Display Network, YouTube and Gmail, From there, we could utilise automated smart bidding strategies to focus on maximising given conversion value at Naked Food’s given budget.
  2. Alongside our shopping campaigns, we would build search campaigns focusing on high search volume keywords with relevant user intent such to build brand awareness
1/5

Strategy & Awareness

SEO

From our SEO site audit, our analysts needed to match their underperforming website with their successful in-store sales, increase their online reach and site credibility, and leverage their unique ‘bulk-buying’ shopping experience to suit the COVID-19 climate. It was decided that we would have to integrate a site-wide keyword strategy, increase the client’s online credibility with high-quality links and mentions, and curate keyword-enriched category content to gauge long-time customers.

2/5

Our Approach

Google Ads

We focused on 5 high impact bulk food categories on sales and made consistent optimisations to each campaign to guarantee steady optimisation growth, we targeted food products within these 5 categories via Smart Shopping. We implemented many GA strategies including:

  • Ensuring campaign settings are targeting correct dimensions including Locations, Languages, Networks and Devices.
  • Ensuring campaigns are appropriately spending allocated daily budgets
  • Expanding keywords by analysing search term reports, and negativing out triggered search terms with different user intents.
  • Utilised Google Observational audiences to better target people in the health & wellness space, or those in the market for health bulk foods online.
  • Pausing off underperforming product-groups, search ads, ad-groups, keywords and audiences that aren’t driving any traffic.
  • Identifying signals across the account to identify which campaigns are eligible for utilising smart bidding strategies.
  • A/B testing multiple extended text ads and responsive search ads.

Our initial optimisation strategies ensured we focused on driving relevant traffic to the website. As we analysed overtime and learned more about their conversion behaviour, we then switched the strategy to focus on maximising conversion value (focusing on sales) at a set ROAS cap. Over time, we will look to increase this cap as we continue to improve the quality of conversions and traffic.

3/5

Our Approach

SEO

Like our Google Ads Approach, our talented digital marketing experts implemented industry-leading SEO strategies to ensure Naked Foods ranked higher for the most competitive search terms, and strengthen their brand credibility during an unprecedented lockdown. Our strategies were as follows:

  • Integrated site-wide keyword strategy with a new recommended metadata and URL structure.
  • Monitored and reconfigured technical issues on the website including 404s, canonicalisation, constraints in indexing, Sitemap and a robots.txt review to address any crawl-ability and indexation issues to ensure better visibility in SERPs.
  • Generate high-quality links and mentions including guest posts and editorials to increase Naked Food’s online credibility, help them rank higher on Google, and increase qualified web traffic to their website.
  • Implement fresh content for every food product Naked Foods offers. This included writing category content with optimised keywords and internal links to products and subcategories. Providing keyword-enriched content not only allowed long-time customers to learn about the health benefits of each food category, but encouraged new top funnel users interested in kickstarting a healthier lifestyle, and discovering Naked Food’s online bulk-buying experience.
4/5

Results & Evaluation

Google Ads

In just three months, Naked Foods’ results skyrocketed. Our experts at AdVisible managed to increase their ROAS from a 0.45 to a staggering 1.94. By August, we achieved a 2.33 ROAS, steadily increasing it to a 3 and eventually a 4. While increasing the transaction value per month, we managed to keep their budget while reducing cost-per-clicks by 27.25%, and increasing ecommerce conversion rate by 122.46%! Meanwhile, cost-per-acquisitions (CPA’s) was cut by approximately 89.65%.

SEO

As with our Google Ads strategy, our SEO geniuses brought it home strong with their comprehensive SEO strategy. They achieved a staggering 900% growth overall in organic revenue in just six months! Within these six months, we also witnessed a steady climb in impressions, averaging from 7.5k daily impressions to a staggering 13k impressions, with Naked Foods also achieving 56.25% increase in daily clicks. Lastly, our high-quality link building has led to increasing its domain rating to 38.

5/5

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    Andrew Hou CEO & Co-Founder
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    Ivan Teh Digital Strategist & Co Founder
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    Patryk Zawadka Senior Growth Strategist
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    Kim Pham Head of Digital
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    Hellen Pham Social Media Manager
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    Jennifer Valverde Digital Account Manager
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    Marcus Newberry Digital Account Manager
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    Pingjun Li Senior Web Designer
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    Raynal Sharma SEO Manager
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