Southern Wolf, a seller of electric bikes, was already a successful brand in Europe when they set their sights on the American market. They knew they had a great brand and popular product; they just needed a platform that could help them reach a new audience. That’s why they turned to Walmart Marketplace. As an internationally recognized and trusted brand with millions of loyal customers, Walmart Marketplace was a clear fit for Southern Wolf.
After establishing their storefront, Southern Wolf started looking for a way to build brand awareness and found Walmart’s Search Engine Marketing (SEM) tool. This tool helps sellers promote their product listings through Google Shopping Ads to gain visibility and reach more customers searching for their products. With SEM, Southern Wolf was able to drive greater traffic and conversion, leading to an impressive 2.4M impressions and $4.3M GMV.
GOALS
Drive traffic in a new cross-border market
Increase sales
Grow brand awareness in the United States
The Strategical Breakdown
Launched a focused SEM campaign
The Southern Wolf team launched their first SEM campaign during the warm-weather months—peak season for their business—and chose to focus on advertising their highest-performing item: their smallest electric bike. It outperformed other items in their catalog in Google search results and Walmart sales, primarily due to its affordable price range of $400 to $500. Their initial advertising efforts saw a significant increase in traffic and sales, and an impressive average ROAS of 5. After a successful start, Southern Wolf set up monthly SEM campaigns and monitored the ROAS changes weekly, adjusting their campaigns as needed to focus on more spend on campaigns with higher click and conversion rates. To date, Southern Wolf has seen a 26% increase in traffic to SEM-enabled listings, and a 35% increase in traffic to their storefront overall.
Outcomes:
- 26% increase in traffic to SEM-enabled listings
- 35% increase in traffic to their storefront overall
Overcame hurdles with help from the Walmart SEM team
When Southern Wolf encountered any issues, like difficulties promoting their Colorway electric bikes, the Walmart Marketplace SEM team stepped in immediately to help get the items unrestricted and ensured their campaign could kick off without delay.
Future campaigns
Following the success of their SEM campaigns, Southern Wolf is investing in other Walmart Marketplace advertising solutions to continue reaching engaged customers and grow sales. Their next step is to set up sponsored search campaigns with Walmart Connect, which will help them reach Walmart customers by placing their products in prominent locations on Walmart.com.
Going forward, the company will continue to leverage SEM to grow their business and take advantage of our Walmart Sales and Attribution Rewards program, which helps sellers direct their non-Walmart marketing to their listings on Walmart.com and earn a commission on qualifying sales.* Their team is also looking forward to collaborating with influencers in the Walmart Creator program, a platform designed for influencers to share their Walmart Marketplace product recommendations. To date, Southern Wolf has garnered 2.4 million impressions with their advertising campaigns and seeks to further expand brand awareness in the U.S. market with the help of our exclusive marketing tools.
*Pertains to each eligible sale when a customer completes a purchase using the unique tracking links you create in the platform. Exclusions apply.
BIG WINS
Southern Wolf saw success out of the gate with their SEM campaign efforts, seeing a 26% increase in traffic to their SEM-enabled products, a top campaign ROAS of 10.31 and a top item ROAS of an astounding 122.
2.4M
Impressions
+35%
Traffic
+1.6%
Conversions
$4.3M
GMV*
5
Average ROAS
*Data provided by Southern Wolf.
The SEM tool was easy to adopt with just a few clicks. It has helped us attract targeted off-site traffic, which boosts my confidence in doing business on Walmart Marketplace.
Zora Song,
Walmart Operations,
Southern Wolf
The boost in Southern Wolf’s traffic and sales is a direct result of their strategic and successful use of our powerful SEM tool and collaboration with our stellar SEM team. If you’re looking to grow your business, our best-in-class eCommerce solutions and our team of experts are ready to help you reach customers across the globe and take your business to the next level.
