You need more traffic. That’s a given in the culture-rich Victorian market. But where do you invest your next dollar? Do you build a lasting foundation with SEO, or do you capture immediate attention with paid ads? This is the key question for brands seeking Melbourne ecommerce marketing services.

Answering the ecommerce SEO vs PPC Victoria question isn’t about picking a side. It’s about seeing how the state’s most creative brands use both to build a loyal following.

Instead of debating theory, we’re going to break down the live strategy of a cult-favourite Melbourne-based brand to see how they solve this exact problem.

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Disclaimer: Eulav is not affiliated with, endorsed by, or a partner of Frank Green. This analysis is based on publicly available information as of September 2025 and is for educational purposes.

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The Teardown: How Frank Green Dominates Both SEO & Paid Ads

The Brand: Frank Green, the Melbourne-based brand that turned reusable cups and bottles into stylish, customizable, and highly coveted accessories.

1. Frank Green’s SEO Strategy: The Feature-Function Hub

Frank Green’s SEO is laser-focused on the specific features and problems their products solve, targeting a design- and eco-conscious consumer.

• Feature-Based Keywords: They rank for highly specific keywords like “ceramic lined reusable cup” and “leak-proof coffee cup.” This attracts customers who are deep in the research phase and know exactly what they want.
• Comparison & Gifting Content: They create content that helps users choose the right product, and their site is optimized for gifting keywords like “sustainable corporate gifts.” This is a smart move for any Geelong ecommerce SEO company looking to expand their reach.
• The Result: Their SEO strategy positions them as a premium, innovative solution. It drives high-quality organic traffic from customers who value design and functionality and are willing to pay a premium for it.

2. Frank Green’s Paid Ads Strategy: The Customization & Color Hook

While SEO focuses on function, Frank Green’s paid ads are a vibrant explosion of color and customization, designed to create desire and an impulse to “design your own.”

• UGC & Influencer Marketing: A huge part of their social proof comes from paid and organic influencer content. Their ads are filled with creators showcasing their personalized color combinations.
• New Release Hype: Their paid ads for Shopify in Victoria are heavily focused on driving hype for new color releases and limited-edition collections, using scarcity to create massive launch day sales.
• The Result: Paid ads allow Frank Green to visually showcase their key differentiator—customization. They create a “collector” mentality among their fans and use social platforms to turn every new color drop into a major event.

The Verdict: How to Choose Your Strategy

Frank Green’s cult status was built by mastering both channels.

• Start with Paid Ads if: Your product is highly visual, customizable, and has a strong aesthetic appeal. Use influencer and UGC-style ads to build social proof quickly.
• Invest in SEO from Day One if: Your product has unique features that require explanation. Create detailed content that highlights why your product is superior and solves a specific problem.
• The Power Move: Monitor the comments on your paid ads to see which color combinations or product features get the most excitement. Use that data to inform your next product release or to create new SEO-optimized landing pages.