Services Delivered
BigCommerce to Shopify Replatforming
eCommerce Website Development & Optimisation
Search Engine Optimisation (SEO) Strategy
Paid Performance Marketing (Google Ads & Social)
Owned Media Strategy
Content Development, Management & Optimisation
Google Suite Management & Analytics Optimisation
Domain Strategy, Migration & Optimisation
Global Website & URL Strategy
The Brief
Ocean & Earth approached COG Marketing with a three-phase project:
- Platform Replatforming: Migrate the global eCommerce store from BigCommerce to Shopify while maintaining Domain Authority, URL structure, and search engine performance.
- SEO Strategy: Optimise organic search performance and ensure the site retained and grew traffic post-migration.
- Digital Marketing Strategy: Deliver an integrated paid and owned media approach, including Google Ads, retargeting, social media campaigns, and performance analytics to support both B2C and B2B wholesale trade.
The client required a solution that maintained market share, nurtured brand equity, supported complex wholesale and retail pricing structures, and provided full analytics visibility to inform ongoing performance decisions.
The Client
Founded in 1978 by Brian Cregan on the South Coast of NSW, Ocean & Earth is one of the last independent surf hardware companies in Australia with a proud 100% Australian heritage.
Over more than 40 years, O&E has grown from surfboards and accessories to a broad range of products including backpacks and surfwear. Known for quality, authenticity, and deep industry knowledge, Ocean & Earth remains a globally recognised surf brand, respected by retailers and consumers alike for its commitment to the core surf community.
The Solution
A phased BigCommerce departure and Shopify onboarding, that was integrated with tactical management of the information architecture, 301 redirects and Search Console indexing. Phase Three deployed a synergistic SEO SEM supported program to ensure the new platform was pushed into market accurately.
Knowing that a strong SEO (Search Engine Optimisation) program will support any SEM activity and programs, a key part of our brief was to inject some SEO into the Digital Strategy. By having full control and visibility on all digital touch points we were able to create a comprehensive approach to rolling out Google Ads and delivering SEO efforts as a cohesive suite of month on month activity, and also track and monitor sitemap indexing with data and traffic analytics.
Our focus ensured that Ocean & Earth is competing strongly in organic search, and providing every opportunity for SERP’s (Search Engine Ranking Position) to support subsequent paid eCommerce trading activity via Google Shopping Ads and Google Category Search Text Ads. With a product list in a state of flux, the Search Ad program would need to work in harmony with the SEO program being updated on a weekly basis. With a sophisticated dynamic retargeting strategy in place with a strong visual display asset base, the Ad Strategy and SEO Strategy is a comprehensive network of performance marketing for Ocean & Earth getting the most value out of each cost per click snd Google crawl.
Our Approach
COG Marketing implemented a phased, data-driven strategy:
- Replatforming: Executed a seamless migration from BigCommerce to Shopify, managing 301 redirects, information architecture, Search Console indexing, and global URL strategy to protect SEO equity.
- SEO Integration: Optimised metadata, sitemaps, product categories, and content to ensure organic search performance supported SEM campaigns. Weekly SEO monitoring ensured ranking stability during ongoing product and category updates.
- Performance Marketing: Developed a comprehensive SEM program, combining Google Shopping, Category Text Ads, dynamic retargeting, and paid social campaigns. The strategy was fully integrated with the SEO program to maximise ROI and ensure cost-effective spend.
- Content & Analytics: Managed owned media assets and developed a content optimisation framework to drive engagement, conversion, and visibility. Google Analytics and performance dashboards provided real-time insights to adjust campaigns proactively.
COG Marketing was proud to contribute to a globally recognised surfing brand brand, delivering work that reflects the same standards of clarity, performance, and brand discipline that define the Ocean & Earth ethos.
This approach allowed Ocean & Earth to compete strongly in both organic and paid search, maintain profitable wholesale relationships, and respond dynamically to changing market conditions.
The Results
- Sustained High ROAS: Achieved 10:1 return on ad spend (ROAS) month-on-month, across TOFU, MOFU, and BOFU campaigns, for an entire year.
- Record Performance: Exceeded performance benchmarks for six consecutive months, with strong contributions from Google Ads, Shopping Ads, and retargeting campaigns.
- SEO Foundation Secured: Maintained and grew organic search traffic during platform migration, providing a strong foundation for continued eCommerce expansion.
- Flexible, Data-Driven Strategy: Allowed O&E to pivot quickly across campaigns and product categories, maintaining competitiveness despite market disruptions, including COVID-19 retail fluctuations.
COG Marketing’s integrated strategy delivered a resilient, scalable, and measurable digital ecosystem, positioning Ocean & Earth for long-term growth and sustainability in the competitive surf eCommerce market.