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TLC Sport

Boosting Performance with Black Friday Promotions and Strategic Product Feed Optimisation.

18.43%
YoY Increase in Conversions
56.38%
YoY Increase in CTR
TLC Sport, a leader in high-performance compression leggings, sought to capitalise on Black Friday and build for sustained growth. Competing in a crowded market, they needed to increase visibility and drive short-term sales while ensuring long-term improvements in digital performance. Growth identified critical areas to optimise their product feed and Google Ads campaigns for better results.

Opportunity

TLC Sport’s product feed lacked essential details, and their Google Ads campaigns were underperforming. Product titles and descriptions weren’t fully leveraging Google’s capabilities, leading to low click-through and conversion rates. With Black Friday approaching, there was a need to stand out in the saturated activewear market while addressing structural issues in the campaigns for long-term benefits.

Solution

Growth developed a comprehensive two-phase approach to deliver immediate Black Friday results while laying the groundwork for sustained growth:

1. Black Friday promotions & Google Ads enhancements

  • Implemented Google Ads features like Promotions, Callout, and Sitelink Extensions to increase visibility during Black Friday.
  • Dynamic pricing updates using Google Merchant Center ensured TLC Sport remained competitive, driving traffic and sales during the high-demand shopping period.

2. Long-term product feed optimisation

  • Optimised product titles and descriptions, incorporating relevant keywords and clear product information to improve ad relevance.
  • Introduced custom labels to group products more effectively in Google Ads, improving bid management and allowing for more targeted campaigns.
  • Iterative feed optimisation continued beyond Black Friday, ensuring ongoing performance gains and improved targeting.

Results

The strategy delivered significant improvements, both short-term and long-term:

  • 56.38% Year-over-year increase in CTR - driven by more relevant ads and optimised product listings.
  • 18.43% Year-over-year increase in conversion rate - from targeted campaigns and improved ad performance.
  • Immediate Black Friday success - with increased sales and traffic during the peak period, setting the stage for long-term digital growth.

By integrating a targeted Black Friday strategy with long-term product feed optimisation, Growth helped TLC Sport achieve remarkable gains in both CTR and conversions. This approach ensured immediate results during the sales event while building the foundation for ongoing growth, showcasing the power of strategic, data-driven marketing.

18.43%
YoY Increase in Conversions
56.38%
YoY Increase in CTR

Testimonial

"Before working with Growth, I was sceptical of digital marketing agencies, as many overpromise and underdeliver. However, my experience with Growth has been different from the start. Their communication is efficient, they truly understand our brand, and most importantly, they’ve already delivered tangible results that I’m confident can scale. While it’s still early days, I wouldn’t hesitate to recommend them based on the progress we’ve seen so far."

— Charlotte Aytan, Director at TLC Sport