Performance marketing specialist, Summit, has successfully extended its partnership with Ann Summers, highlighting the challenges and triumphs faced in navigating stringent web filters.
Summit has been collaborating with Ann Summers for two and a half years, focusing on paid social and SEO efforts. The partnership aimed to enhance Ann Summers’ visibility in search engines, despite the complications posed by safe search filters on platforms like Google. Historically, Ann Summers faced significant barriers, especially in regions with strict content regulations, restricting potential search results. However, a key breakthrough in December 2022 allowed Summit to demonstrate that the site had been excessively filtered. As a result, Google reviewed and eased its restrictions, boosting the brand’s performance notably.
Summit, based in Hull, has now expanded its support to include paid search for Ann Summers. Over the years, the agency has diligently developed authoritative and informative content that echoes Ann Summers’ ethos of sexual wellness and empowerment. Although the December 2022 breakthrough improved Google’s filtration stance, the industry continues to face challenges with age-restricted content regulations. Summit’s expertise in managing campaigns in tightly regulated industries, such as sexual health and medical cannabis, has been instrumental in overcoming these hurdles.
Carl Hutchinson, head of paid media at Summit, elaborated on the collaboration, saying, “Ann Summers initially gravitated towards Summit because of our previous experience with tightly regulated industries, such as sexual health with Durex and medical cannabis clinic, Sapphire Medical. We understand the rules and regulations and have the experience to make sure our client campaigns are successful and profitable, despite the challenges from platforms like Meta and Google.” He added, “Following a Google Safe Search appeal, we found Google was over-filtering Ann Summers’ organic results. They have rectified this, and Ann Summers now enjoys its highest visibility scores to date. The results are incredible, and Ann Summers is now one of the top performers in the industry.”
The extended partnership between Summit and Ann Summers signals continued success in overcoming digital marketing challenges in regulated industries. With expertise and strategic interventions, Summit continues to play a pivotal role in enhancing Ann Summers’ online presence.