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How we helped a Skincare Products Store increase their Adwords ROI by 5 times in just one year.

Our Client is a seller of the best range of skincare products also provides expert and professional skincare advice to its customers.

They offer advanced skincare solutions, as well as professional help and advice to customers to ensure the safe and proper use of Cosmeceuticals products at home.

The company’s goal always has always been to maintain digital marketing efficiency while driving online sales. So we set out to decrease the cost of conversion by optimizing search campaigns while getting more transactions on their website without increasing their budgets.

Here we explore how our client has markedly improved the profitability of its Adwords Account.

Challenge

The main challenge for our client is that their Adwords ROI was just 2 times of ad spend( for every $100 ad spend they were just selling $200 worth of products)

This showed that their Adspend was high and they were not able to get the desired revenue from online sales.

Clearly they were losing out on Potential Customers and thus we were posed with a challenge to:

  • Reduce their overall Ad Spend
  • Increase its revenue from online sales
  • Thus, bring down the Ad Spend/Total conversions less than 20 percent(20/100) i.e Increase their Adwords ROI to 5 times.

Approach

We started off by doing a complete analysis of the user behavior on the client’s website to track down what actually they were missing and why they are losing their potential customers.

This analysis helped us in realigning their Google Adwords campaigns as per the user searches and their product categories.

Here is a complete list of Strategies that we devised for them based on our analysis.

  1. 24*7 Presence on Google SERPThe separate campaign with ad groups having generic keywords was created. This campaign had generic ad copies and landing pages having the content that do not violate Google Ad Policies.This assured us that we are present on Google SERP 24*7 via Google Ads. This resulted in:
    • Greater Brand Awareness
    • More User Acquisition
    • 24*7 Google SERP Presence
  2. Language-Specific CampaignsSeparate Language-Specific campaigns were created for the regions that are getting revenue and primary language is not English
    This resulted in:

    • More User Acquisition
    • Greater Brand Awareness
  3. Location Targeting in Top Brand CampaignsWe started targeting the best revenue-generating locations by adjusting bids for locations in top-selling brand campaigns.
    This resulted in:

    • More User Acquisition in the targeted location
    • More number of Conversions
  4. Youtube Ad CampaignsCreated new campaigns for youtube ads as this is the current growing platform in terms of search (active users are in millions in the UK).
    This resulted in:

    • Greater Brand Awareness
    • More Reach
    • More Conversions
    • More number of users for Re-marketing
  5. Automated Bid StrategyStarted using Automated Bid Strategy in campaigns with low or no conversions.
    This resulted in:

    • More Reach
    • More number of Clicks
  6. Phrase Match Modifier( New Keyword Type in Google Ads)The new phrase match modifier helped in combining Broad Match, BMM and Phrase Match Type keyword in a single keyword thus giving more control over keywords.
    This resulted in:

    • More Reach and Conversions
  7. Competitor Campaign-Product BrandsCreated separate competitor campaigns for the top-selling brands as competitors were different for different brands.
    This resulted in:

    • More User Acquisition
    • More number of Clicks

Results

Below is a comparison of Adspend and ACOS(Total Adspend/ Total Conversions) summary for our client for the year 2018(when our client was handling the Adwords on their own) and 2019( This is when we took over their Adwords Account)

Because of continued efforts, we were able to:

  • Decrease the Ad Spend by around 50% Yearly in just one year.
  • Ad Spend/Total conversion was improved by 30.6% thus improving the Adwords ROI from just 2 times in 2018 to 5 times in 2019

High-quality day-to-day optimization is certainly the key to the success of effective online advertising campaigns.

Our team used to monitor the campaigns on a regular basis and adopt different strategies based on competition to make sure we don’t lose out on any potential customers. Clearly, the results were beyond our client’s expectations and totally worth the effort that we had put in.