American Golf

American Golf is Europe’s largest specialist online golf retailer and has over 70 golf stores across the UK and Ireland.

The main goal of American Golf’s site re-launch was not just increasing the site’s revenue but also to maximise their its position on the search engines, to introduce additional marketing features to help with the promotion of affiliates, and the optimisation of landing pages for pay-per-click marketing.

American Golf originally managed their paid search marketing campaign in-house which was not proving cost effective. The cost was beginning to exceed the returns and valuable staff time was being taken up.

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Our Response

The American Golf site adopted a light design to allow more content to be displayed without impacting load times. It also enabled us to draw focus on areas that we wanted to promote e.g. American Golf’s unique selling points – the free shipping, returns and guarantee and the promotional items.

The backend set of tools was key to allowing us to maximise potential sales and to hit revenue targets outlined in the initial objective. By integrating merchandising tools into their inventory and user analytics, we allowed the site to behave in intelligent ways based on real world business rules. For example, it could be set up to push end of line products or related products based on users buying behaviour.

Soap carried out extensive research into American Golf’s products, its competitors, its business goals and website analytics which enabled us to plan and implement online marketing campaigns through various channels including paid search, affiliate and search engine optimisation. Our first brief was to implement a multilingual pay per click campaign for product distribution into Europe. This was quickly followed by a UK campaign, implementation of an affiliate program and search engine optimisation for the new website.

The Result

American Golf’s campaign is constantly evolving through testing, new offersand promotions and budget fluctuations based on the seasonal business trends. Soap Media implemented a strategic online presence that generated American Golf over 600% return on investment from pay per click, over 2500 affiliates and increased rankings on search engines with overall traffic of over 250,000 unique visitors a month.

What They Say

I was impressed with Soap Media’s personal and hands-on approach. They took time to understand our business and objectives and created a tailored strategy that delivered.