Accelerating Direct to Consumer Growth
Ascent Protein grew revenue on its e-commerce site by double digits YoY.
Ascent Protein is a Denver-based nutrition company on a mission to naturally improve athletic performance. Ascent's launch included a go-to-market strategy that included direct to consumer sales via e-commerce, but over the course of the initial three years, the brand wasn’t seeing the return on investment (ROI) in SEM or SEO that it knew was possible. The standard ingredients of brand success were present: they had a great product and enjoyed strong brand positioning. But — the missing element was a partner who could help build and execute a digital marketing strategy for growth.
An additional, and significant, challenge for Ascent (and indeed a majority of brands) has been the market unpredictability that has accompanied the COVID-19 pandemic. But, across wild market ups and downs, the brand was able to grow across direct to consumer channels.
Only 30 days after deploying Parallel Path’s new Paid Search Account, the brand was seeing a 3:1 return on advertising spend consistently.
However, one month does not make a successful program. We maintained and continued to optimize Ascent’s Paid Search account through our data-driven optimization process. As a result, the partnership has moved forward incrementally as planned, from crawling to walking and towards running: increasing the brand’s revenue through Paid Search while still achieving ROAS goals.
Parallel Path's initial SEO strategy focused on the goal of driving increase revenue from organic search by zeroing in on two core areas (1) a technical audit of the website that assures that pages are discoverable by search engines (2) aligning the development of product pages and product page content with search interest and intent. Aligning on-page content to relevant search queries increases the likelihood of conversions.
Ascent’s Paid Search and Organic Search channels for direct to consumer sales are two of their best-performing channels. With Parallel Path's proven process to maximize search ROI, the sky’s the limit for how much this brand can grow.
– Senior Digital Media Lead, Ascent Protein