Nike’s $3.55 Billion Google Ads Strategy

In 2024 Nike made $14.2B online.

~25% was from Google Ads.

Today you get access to:

Exactly how they did it…

Across categories:

Covering all campaigns:

Here’s an overview of what’s to come:

The Strategy

Here’s a link to the strategy.

Review it and come back for more information:

You’ll note 99% of Nike’s creative is in Search and Shopping.

With <1% across video and image.

This detail in critical as it means the majority of their:

Is being driven by brand, Search and Shopping.

Nike’s brand focus is across their main categories:

And key sub categories (including but not limited too):

Nike has 4 distinct categories.

Here’s how they rank from tier 1 – 4:

It’s important to note this because their budgets are allocated in the same order:

This will vary around new product launches, however during BAU and sale, their spend is quite consistent.

Nike’s video creative strategy has a strong focus on short form.

With a large amount of effort in YouTube Shorts.

Their creative direction is driven by their 3 key categories:

Here’s the percentage of category across video

A great reflection of their target market focus.

Essentially allocating resources to what has the greatest return.

Setting all this up and getting it right is a major effort requiring time, expertise and continuous management.

If you want to elevate your Google Ads game and implement a proven strategy that works:

Reach out, we’d be happy to help.