Empowering individuals to find better health regardless of the setting, LifeSpan Fitness is benefiting the way people work, exercise, and live. LifeSpan has won awards from Health, Runner’s World, Men’s Journal, and Business Insider, cementing their place as a top contender in the billion dollar health and fitness industry.
We were so excited to partner with LifeSpan Fitness to elevate their paid advertising efforts, creating the ultimate fitness marketing machine.
Partnering with LifeSpan Fitness has opened many doors but like any other business, there have been some challenges too. For starters, the health and fitness industry has skyrocketed over the last five years, and so has the competition. LifeSpan was introduced in 2001, but now their competition is more fierce than ever. To rise above the rest, it’s important for LifeSpan to continuously build brand awareness and recognition while maintaining a strong digital presence.
Working with LifeSpan Fitness, our goal is to improve ROI and other important KPIs through an omnichannel strategy. We need to ensure that every aspect of LifeSpan’s paid media strategy is integrated synonymously across search, shopping, display, and social channels.
When we first started our partnership with LifeSpan, we wanted to make sure their search ads were targeting multiple stages of the buyer’s funnel. For example, if someone is searching for “best treadmill desks,” it is likely they are just starting their research; This places them at the top-of-the-funnel or awareness stage of their buying cycle. On the other hand, someone searching for “LifeSpan treadmill desk” is placed into the evaluation or purchase stage where they have completed their research and consideration of other brands.
To account for these various stages of buying, our marketing team decided to restructure their Google Ads search campaigns to account for branded and non-branded search queries; This allowed our team to create more relevant ads depending on the customer’s search query and their stage in the funnel.
After this restructuring, our team saw click-through rate and conversion rate start to increase. So, we decided to test this strategy on shopping ads as well.
LifeSpan competes with some of the largest companies in the exercise equipment industry- including NordicTrack and Peloton. We planned to increase LifeSpan’s brand awareness by dividing branded and non-branded search terms into separate campaigns. This helped LifeSpan shopping ads rank more favorably alongside their competing retailers for home and workplace fitness products.
This strategy allows potential customers to see and consider the LifeSpan brand with simple, generic searches like “treadmill.” And by connecting shopping ads to LifeSpan’s Magento 2 store, we ensure that shoppers have the most current prices and information.
Display and Video Ads
Our strategy for display ads is to promote sale products to past product viewers. These site visitors have shown an interest in specific products, or closely related products, but have not yet purchased. By retargeting them with display ads, we want to reignite their interest in the product, with the intention of influencing a conversion.
For video, we use YouTube pre-roll ads to promote LifeSpan’s various products to viewers watching fitness, wellness, and health-related content. This helps us reach our ideal demographic of individuals already interested in the fitness industry.
Social media, especially Facebook Ads, is mainly used to retarget and re-engage shoppers that have previously shown an interest in LifeSpan products.
For Facebook, we want to continue using the buyer’s funnel to guide users through their journey from awareness to purchase. So, our expert paid media team put together a three-step plan. The first step utilizes LifeSpan’s blogs to promote website traffic. By serving ads with attention-grabbing headlines that lead to informative, high-quality blogs, we are providing users more information about LifeSpan as a brand.
Then, we retarget any blog page visitors with carousel ads promoting a variety of LifeSpan products with category pages, leading them further down the funnel. And finally, we retarget specific product page visitors with dynamic product ads that promote the exact products they shopped on our site.
One of the biggest victories of this cross-channel paid marketing strategy is LifeSpan’s ROI increase. Additionally, LifeSpan Fitness has seen a boost in branded searches, organic visitors to many of their blog pages, and a higher average order value from paid sources. Succeeding in the fitness industry is difficult, but we are proud of the work we have done with LifeSpan and can’t wait to see what’s next.
Moving Forward with LifeSpan
As we continue our marketing partnership with LifeSpan Fitness, we also continue to test and optimize their paid media strategy. Although we have seen an improvement in ROI, our team will always search for more ways to grow LifeSpan’s business. Paid advertising, like any marketing channel, is all about testing, optimizing, and refining.
If you are looking to boost your business with paid advertising, our PPC experts have the knowledge and experience to help you succeed. Contact us today for a free consultation.