Case Study

560% Increase in Leads

Google, Facebook & Instagram Advertising for Franchise

Gracie Barra Brazilian Jiu-Jitsu Association

graciebarra.com

Gracie Barra Logo

– Case Description

Gracie Barra is a Brazilian Jiu-Jitsu Association, with over 900 schools worldwide. They train the body, mind, and spirit through the highest level of Brazilian Jiu-Jitsu. The programs include adults’ class, kids’ class, and women’s self-defense class.
eSharp have been working with Gracie Barra in NSW and QLD for a number of years on both Google and Social Media Advertising with very good return on investment.

– Challenges

Google was the major channel to promote their business before Gracie Barra started working with us. However, they faced two major challenges:

  1. The cost per lead was too high.
  2. The franchise schools advertise on Goggle separately, sometimes the nearby schools compete with each other on Google and raised up the bidding cost.
– Solutions
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Landing page optimization.

Every Gracie Barra franchise school has an independent website. Some schools used their own self-designed landing pages for Google ads while some used the ones built by the headquarters.  This could be a potential issue because as one of the biggest Brazilian Jiu-Jitsu Association their online presence was not unified. We suggested all the franchise schools use the same web design created by the headquarters, so their audience will be able to easily recognize the brand.

We had a full check-up of the websites, added more detailed information, and made sure the web designs are consistent with the brand before advertising for Gracie Barra.

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A makeover of the Google campaign structure

Gracie Barra provides both adults’ and children’s classes. The target audiences are totally different for each class. That’s why we have created separate campaigns to target each group of audiences.

It is important to understand the different behaviors of the audience. For example, when the parents search for related classes for their kids, they are more likely to use some general keywords, such as:

  • “kids’ martial art class”
  • “Karate class for kids” (Many parents think Karate is the same as Jiu Jitsu)
  • “kids’ self-defence class”

However, when adults search for related classes, they know exactly what they are looking for. They are more likely to use the more accurate keywords, such as

  • “Brazilian Jiu Jitsu”
  • “BJJ”

We created four campaigns to target each group of audiences, which allows us to optimise the campaigns based on the audience’s behaviors and auction insights.

  • Adult’s class
  • Kids’ class
  • Women’s class
  • Branded campaign
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Avoid internal competition

To prevent nearby schools from competing with each other on Google, which raises bidding costs, we narrowed down the target locations of each school to minimize the overlapping rate.
Also, the maximum bidding price is capped to ensure the cost per click will not be raised if two schools appear in one bid.
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Initialize Facebook and Instagram campaigns

Gracie Barra has a very good social media presence with around 2K followers on both Instagram and Facebook for each school. They update the class photos, videos, and event information 3 to 4 times a week, which makes it a good place to promote the brand.
eSharp worked with Gracie Barra to promote the Jiu Jitsu classes to parents, men, and women separately with different ad creatives. Video ads and image carousels work really well which have gained a lot of traction.
A sales funnel was created to visualize the customer journey from initial awareness all the way through conversion.
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Remarketing and multi-channel strategy

People are more likely to be converted if they see your ads multiple times through different channels. Remarketing campaigns were created on Facebook and Instagram to retarget the audience who visit the websites before.

– Final Result

% Increase in number of leads

% Decrease of cost per click

% Decrease of cost per lead