Meet STAX.
STAX. faced challenges in their digital marketing efforts, which hindered their potential for further growth. Their existing digital strategies, while effective in the past, were no longer sufficient to keep up with the changing market. To continue growing and stay ahead of the competition, STAX. realised they needed a fresh approach. They turned to Uppercut Digital to revitalise their digital marketing efforts and drive significant business growth.
The Challenge
An Overreliance on Branded Traffic
Given the brand’s strong brand presence, STAX.’s digital strategy relied heavily on branded traffic, which limited the reach and potential to attract new customers. While branded keywords were effective in capturing existing demand, STAX. needed to expand their strategy to push non-branded terms that drives new customer acquisition and increased visibility.
Outdated On-Page SEO Approach
Their on-page SEO was outdated, built on approaches that no longer matched current best practice. That limited their organic visibility and made it harder to rank for competitive keywords. They needed a modern, thorough on-page SEO strategy to improve rankings and bring in more organic traffic.
Insufficient Creative Optimisation and Testing
STAX. had high-quality creatives, but they weren't testing and optimising them enough in their Paid Social campaigns. Without regular testing and refinement, they missed chances to engage their audience and improve performance. A proper testing framework was needed to get the most from their Paid Social.
Our Approach
Our work for STAX. brought together SEO, Google Ads, Paid Social.
New customer acquisition
- Broadened targeting beyond existing brand demand
- Refined campaigns around acquisition costs
Non-branded SEO
- Targeted non-branded searches
- Built content clusters to improve organic visibility
Google Ads efficiency
- Reduced branded campaign spend
- Refined bidding to acquire customers more efficiently
Paid Social creative
- Tested creative across Meta and TikTok
- Refined top-performing ads
The Results
Increase in Overall Sales and Orders
Our new strategy for STAX. focused on acquiring new customers and improving campaign efficiencies. By refining our approach to target a broader audience while maintaining cost-effectiveness, we saw growth in website sales and orders. This strategic shift resulted in:
- Increase in total orders (vs previous period)
- Increase in total sales (vs previous period)
- Increase in total sales (vs previous year)
Growth In Organic Performance (SEO)
We optimised STAX.’s SEO strategy to focus on non-branded keywords to drive additional new customers to the site. We did this through implementing content clustering strategies which significantly enhanced their organic search visibility. These efforts led to substantial improvements in organic performance, driving more traffic and sales:
- Increase in Organic Sessions (vs previous period)
- Increase in Purchases (vs previous period)
- Increase in organic revenue (vs previous period)
Enhanced Google Ads Performance
While the increases in Google Ads were more modest, the focus on acquiring new customers and optimising for cost-effectiveness led to improved results. By decreasing Branded spend and improving their bidding strategies, we delivered better outcomes for STAX.’s Google Ads campaigns:
- Reduction in overall CPA (vs previous period)
- Increase in overall ROAS (vs previous period)
- Increase in Google Ads revenue (vs previous period)
Boosted Paid Social Results
We set up a structured testing framework for their Paid Social campaigns, focused on developing and refining their best-performing creatives across Meta Ads and TikTok Ads. This lifted click-through and conversion rates and made their Paid Social far more effective:
- Increase in revenue from Meta Ads (vs previous period)
- Increase in purchases from TikTok Ads (vs previous period)
- Growth in sessions across both channels (vs previous period)
