Fumetsu

Overview:

Established in 2007 Fumetsu is one of the UK’s fastest growing combat sports brands. Offering high quality products at accessible prices meaning that everyone can train Jiu Jitsu, Boxing, Muay Thai and MMA.

Things we identified:

The brand has a wide range of SKUs which can vary in price from a belt which costs under £10 to heavy punch bags which are £200.

This means that campaigns need to be segmented in a manner which allows for controllability on ROAS and CPA against the relative AOV, whilst also not oversegmenting as a growing brand where budget needs to be scaled in-line with performance.

As is often the case with ecommerce brands, the lower priced SKUs in the feed tend to be those with higher search volume which also necessitates the requirement to control spend getting into the right areas to balance revenue with actual profit output.

There is plenty of search demand for the products that the brand offers so a Google Ads first approach is the best place to start, capturing demand and ensuring that post-click viability is there before broadening to channels and audiences with potentially lower buying intent.

Segmenting by sports style would also be essential here as those looking for BJJ rash guards or shorts don’t necessarily have any relevant to boxing or muay thai products and vice versa. Sending users to a catch all landing page would likely see a lower conversion rate and less relevant ad rank.

Changes we made:

We structured the pMax and shopping ads in-line with relative average order values to ensure we could push budget and generate a return that would be viable across the board.

This meant separating out the higher priced items where ROAS is typically higher just because of the price of the item. This prevents these items weighting up the ROAS average in a campaign where mid-priced items then can underperform on cost-per-acquisition.

We also removed very low priced items from the feed. They still sell as a part of a mixed basket and via other marketing channels. The numbers just don’t stack on some of these items though as the channel has a base click-cost which would require an unrealistic conversion rate to generate a return.

We segmented the campaigns into asset groups per combat sports style. This meant that we could send the user to the right area of the website. If they were searching for boxing equipment, we can show relevant messaging, creative (if a display placement) and take them to the most relevant landing page.

The momentum we created:

The past two quarters have seen the highest ROAS and an uplift in Google Ads revenue of +75.64%.

In addition, with seasonal push campaigns on Meta, we have been able to support commercial goals such as selling through clearance stock, capturing maximum buying intent whilst it’s there and also gathering data around what creative works for demand capture, for future ‘always-on’ activity.

Following the changes we made, the business has seen a 43% increase in revenue in the last 12 months.