Withings is an online retailer of consumer health connected devices. They were bought out and rebranded to Nokia Health, before changing back to Withings.
Search Laboratory was tasked with improving their paid media ROI, following an inefficient media spend by their previous agency which saw the brand underperform online.
Search Laboratory took over their paid search, paid social and display in three languages across 16 countries, including the USA, France, UK, Germany and Canada.
We were also hired to look after Withings’ digital strategy to ensure an integrated approach that would mean budget was spent efficiently.
The health device and smart watch market is very competitive, and one of the challenges we faced was steep competition on both branded and non-branded terms; for generic non-branded terms, Withings were competing against well-known brands such as Fitbit, while they faced competition for branded terms from retailers such as Amazon sellers who stocked their products at a lower price point.
A further complication we faced on the account was the rebrand (from Nokia Health) to Withings.
Our digital strategy team analyzed Withings’ paid search and paid social data to identify which products worked well, as well as the targeting options (audiences and keywords) which were performing well. These insights were used to create an integrated strategy, as well as inform budget allocations across all paid activity.
We utilized several features of Search Ads 360 to optimize Withings’ paid search activity:
We saw an overall 14% revenue uplift year on year, with ad spend down by 60% and ROAS up 187%.
Year on year results:
This case study is part of our wider B2B Playbook that is designed to help B2B businesses with all aspects of their digital marketing from leveraging data, acquiring more traffic, creating assets that resonate and succeeding internationally.
If you’re thinking of expanding into international markets, the international section is for you. Here we review everything you’ll need to take into consideration when going global.