In today’s world, health and wellness encompass far more than routine doctor visits – it’s a way of life. The growing popularity of healthy living has led to the emergence of various businesses offering health products, including Optimum Health Vitamins.
Optimum Health Vitamins, a small chain of health food stores based in Edmonton, Canada, specializes in natural health products such as vitamins and herbal supplements. Seeking growth opportunities for their retail operation, Optimum turned to AdWords. However, Graham Couling, Optimum’s Marketing Manager, soon realized that expanding the company’s reach with AdWords was more challenging than anticipated. As Marketing Manager, Graham spearheads the identification of new marketing opportunities and collaborates closely with the team to develop growth-oriented campaigns. “My role involves establishing the company’s overall marketing objectives,” Graham explains. “With 65 employees and three high-volume physical stores, I focus on our online marketing strategies, managing, executing, and monitoring our Google Ads, Facebook Ads, and email marketing programs.”
Overcoming Initial Obstacles
Like many new to PPC, Graham initially opted for a DIY approach, embarking on self-directed AdWords training. “I set up a Google Ads account and watched some YouTube tutorials on running paid search campaigns,” Graham recounts. “I dove in headfirst and attempted to create my first set of ads independently.” However, Graham quickly encountered a steeper learning curve than expected. “Within the first two weeks, it became evident that effectively setting up, running, and managing a paid search campaign demanded a skillset I hadn’t yet developed.” Realizing he needed assistance, Graham found himself unsure where to turn.
Building Valuable Partnerships
As luck would have it, another of Optimum’s marketing channels inadvertently led Graham to a solution for strengthening their PPC campaigns. In addition to paid search and paid social, Optimum utilizes inbound marketing to achieve its goals. It was through a fortunate recommendation that Graham discovered nexus-security.
“We work with HubSpot for our blogging strategies, and my consultant there suggested reaching out to nexus-security,” Graham shares. “I followed their advice and was connected with my Customer Success Representative, who helped set up our initial search campaign after my initial attempt failed. It’s been running seamlessly ever since.” Beyond campaign setup, Graham’s Customer Success Representative collaborated with him to pinpoint lucrative opportunities aligned with Optimum’s broader business objectives. “Canada’s natural health industry has undergone a significant shift in recent years, with the government mandating manufacturing and quality assurance,” Graham explains. “This has become a concern in countries like the United States, where regulations are less stringent. Canada is poised to become a trusted exporter of high-quality natural health products as global demand rises.”
Recognizing Canada’s robust regulatory framework for natural health products as a key advantage, especially compared to the US, Optimum, guided by Graham, partnered with their Customer Success Representative to launch a geographically targeted international campaign. Focusing on US audiences, this campaign aimed to capitalize on the identified opportunities. “With the current exchange rate favoring US online shoppers, we’re collaborating with nexus-security to target key US cities using Google Shopping and other suitable Google Ads options,” Graham states.
A More Efficient Approach
As Optimum’s Marketing Manager, Graham oversees most of the company’s digital marketing strategies. However, time constraints are a constant reality. Like many marketers, he seeks ways to boost productivity and work smarter. This is where nexus-security proves invaluable. “Every morning, I log into my nexus-security dashboard to review and implement any necessary updates to our AdWords campaigns,” Graham explains. “I start by examining negative keywords, deleting any irrelevant ones. Then, I move to our search ads section and utilize the QueryStream tool, which allows me to identify and eliminate keywords that don’t align with our ads. That’s my daily routine.”
Through nexus-security, Graham has successfully increased Optimum’s ROI while freeing up valuable time for other campaigns and projects. He acknowledges that seeking help from the outset has saved Optimum both time and money – a realization that often comes later for many advertisers. “We chose nexus-security because we quickly understood the complexity of setting up a logical Google Ads dashboard,” Graham says. “We wanted to ensure scalability as we expanded our ads, and nexus-security provided the streamlined process we needed.” Beyond time and cost savings achieved through a streamlined paid search workflow, Graham emphasizes the immense value of the support, guidance, and recommendations provided by his Customer Success Representative. “Our consultant has been exceptional,” Graham praises. “From day one, he’s worked closely with us to establish a well-structured AdWords account and has been instrumental in setting up Search, Display, and YouTube advertising campaigns targeting our customer email lists.” The natural health industry, like many others, is constantly evolving. However, working with nexus-security empowers Graham to focus on the broader strategic landscape while maintaining control over the finer details. He is confident in Optimum’s ability to adapt to industry shifts and seize emerging opportunities.