Avec Sport is a premium football kits and training wear supplier to professional clubs. Since launching in 1993 as the official kit supplier to Sunderland AFC, Avec Sport has continued to supply a large portfolio of professional clubs within the Premier League and Football League.
While fairly well-known in the north east of England, Avec needed to build brand awareness and become recognised nationally to appeal to a wider audience. Within the already saturated sports clothing industry, competition was increasing online due to clubs being allowed to buy direct from brands. Therefore, Avec Sport wanted to break through this competition and position themselves as a modern, contemporary and unique brand to their target audience in this crowded market.
To address these challenges, our SEO and PPC teams devised data-driven organic and paid strategies in order to allow Avec to appear in the SERPs for highly relevant keywords, with the aim of boosting website traffic and brand awareness across the UK.
When we first started working on the account, our SEO approach began with a refresh of all SEO content across every category and product on the site.
A keyword performance review was conducted to highlight any lost/declining terms, any opportunities to rank for new keywords, and to assist with the strategy for future optimisations. Meta and on-page content across collection, landing and product pages was then optimised for more relevant and specific keywords.
We were able to make recommendations for new collections based on our keyword analysis. For example, we discovered that a range of football related keywords were either lost or declining, so we created a new range of football specific collections (for example ‘football hoodies’ and ‘football bench coats’) where there were enough products and search volume to do so.
A key pillar of our content strategy, we used the Avec Sport blog for a range of purposes, including driving relevant traffic to the site and showing Google our widening expertise in other sports. In order to do this, we took a dual approach, optimising top-performing blogs while also creating new blog content that centres around other sports.
Avec PR piece in Manchester Evening News (MEN)
Performance Max campaigns formed a key part of our paid search campaign for Avec, allowing us to access the entire product inventory from a single campaign to optimise conversion rates in real time. Due to the nature of these campaigns, however, a portion of top performing products were receiving priority in terms of budget. We were therefore keen to ensure that we were still pushing the remainder of Avec’s product range, giving new styles that had previously received low traffic and conversion volumes more visibility. We implemented this by separating any new and low volume products into additional campaigns so that additional budget could be designated to them.
Facebook was a big area for investment due to a record of strong revenue levels on the platform. With this in mind, we ensured we frequently refreshed creative assets here to ensure users were served new content on a regular basis, retaining interest and boosting click through rates.
We started working with Avec Sports in 2019. *April 2024 vs March 2023