Background
Skyvibration is the world’s first tandem wingsuit company. Using technology originally developed to carry an electric motor for additional thrust, they quickly branched out into carrying a second person.
With a truly unique product, they are now ready to show the world and increase awareness of this new technology. Venice Technologies looked at various digital marketing strategies to help.
Test Summary
- Install Google Analytics to track website activity at Skyvibration.com
- Create Google Ads account
- Set up a basic “smart” campaign with existing images & simple keywords
- From 5/9/22 to 9/9/22, run a test to evaluate paid marketing performance
- Locations targeted: Austria, Belgium, Denmark, France, Germany, Netherlands, Norway, Sweden, Switzerland, United Kingdom, United States
- Top keywords by clicks: wingsuit, wingsuit flying, wingsuit tandem, skydiving
Web Traffic Overview
- Significant traffic volume, but many low quality sessions (one time visitor, high bounce rate, low session duration
- France dominates traffic counts, as expected
- Users from Switzerland appear to be the most engaged based on bounce rate, pages/session & session duration
- Users from Netherlands, Austria, Sweden appear to be the least engaged
- Sample sizes are low for most countries, this should be further validated, but could inform future marketing
Engagement by Source
- Instagram & Youtube bring in the most engaged traffic
- This indicates that video is likely a great medium for you to advertise
- Organic Google (non-paid) & direct traffic is good
- Facebook is a neglected social source
- Unofficialnetworks.com referrals are few, but very engaged. If this sort of traffic can be replicated/scaled, then it would likely be a very good source.
Google Ads Findings
Google paid traffic is lower quality on average than google organic traffic, however the volume of customers coming in from paid is much higher.
- During the test period 54% of all web traffic came from paid ads
- 41% of all quality (non-bounce) customers
- Note: This likely slightly understates the true numbers due to various user tracking issues. Google Ads reports 2.6k clicks, Google Analytics sees 2.1k come from Google Ads
Top competitors for keyword auctions (this could be useful to look at for marketing). This includes but is not limited to...
Keywords being bid on are all as expected, around the themes of wingsuits and skydiving.
Breakout of ads into paid search and display, paid search are much higher quality, but more expensive.
Next Steps
There are two important questions to ask: have you seen an increase in inquiries/sales over the past month? Have more people mentioned finding you on Google? Understand if there has been a noticeable impact.
- Google Ads are currently off, but can be turned on again, if needed
- More optimized Google campaigns would yield better results than the quick “smart” campaign that we set up in an hour.
- More advanced campaigns also allow you to control the types of ads used. It would probably be beneficial to turn off the display ads and focus on search
- Set up conversion tracking on the website (users who submit email leads, or buy). This allows ads to be optimized to actual buyers rather than clicks or website engagement
- Consider Instagram/Youtube paid advertising
Post-Test Follow-Up
Spend into Google Ads concluded on 9/29/22. How has traffic to Skyvibration.com been impacted once this was turned off?
- During the test period an average of 156 users came to the site daily, of which 32 were “quality sessions”
- Post test an average of 31 users came to the site daily, of which 12 were “quality sessions”
- A decline of 80% in total traffic and 64% in quality traffic
- Direct traffic also declines 54%, confirming that some paid advertisement during the test period was likely being misattributed to direct traffic
SEO Opportunities
Traffic from organic search (90%+ is Google) is quite low at 379 total users in the 25 days measured post test.
The following tables show monthly search volume for “wingsuit related” keywords. A tiny fraction of these ~80k people are currently being shown the Skyvibration website and content. Adjacent categories like skydiving, paragliding, adventure travel are much larger.
- First step, fix website performance. Google heavily penalizes slow sites.
- Many other strategies around structure and content will also help