Beauty e-Commerce Brand - Paid Marketing Case Study
About The Company
Are you running a beauty ecommerce company? Have you tried and tested PPC marketing techniques, but still struggling to get conversion and revenue? Here’s a complete beauty ecommerce marketing case study explaining how AdtoRise successfully did PPC management for a beauty brand to increase leads and boost the ROI.
An India-based natural and organic beauty brand, offering beauty products for hair and skin, was running Google search ads and Facebook ads. However, the strategy was not fruitful and therefore it did not win. The site visitors were not converting into customers and the revenue was quite low. AdtoRise took over the project and with the help of proven PPC strategy for ecommerce brands, the experienced team of AdtoRise increased the transaction and revenue for the beauty brand.
However, before getting into the success part, let’s have a look at the challenges we faced after analyzing the ad campaigns.
Initial Challenges
After Going through the Google ad campaign and Facebook ad campaign, we discovered these problems:
For Google ads –
- There was no brand-specific campaign running
- Smart search campaigns were running but the ads in those campaigns were not properly optimized
- Products from different categories were all added in a single shopping campaign
- The shopping campaigns were not optimized considering the performance of products and locations
- There was no remarketing campaign
For Facebook ads –
- There were only carousel ad campaigns running. A carousel ad costs more than image ads and with such ads, sometimes getting into the interest of the targeted audience seems challenging.
- The ads were running via Instagram. Clickable texts are less popular on Instagram as compared to Facebook. The ad features of Instagram are less advanced than that of Facebook. Above all, Instagram’s audience is more limited than Facebook.
- The same ad posts were boosted through both Facebook and Instagram. The main disadvantages of doing this can be poor placement of ads, no chance of targeting different devices or operating systems of the target audience, no possibility of narrowing the target audience depending on the interest and no likelihood of optimizing the ad visual.
- There were no remarketing ad campaigns and catalog sales campaigns running. A Facebook remarketing strategy helps in improving conversion by targeting site visitors. On the other hand, catalog sales campaigns help in advertising a complete product line.
As a result, there were
- No scaling
- High ad spend but no conversion
- Poor ROI
- Low purchase success funnel rate
Other than these campaign-related issues, as the website earlier was built in WordPress, it causes many technical problems as well.
Opportunities We Saw
After analyzing the brand’s PPC results, we saw two major opportunities for improvement:
- Firstly, its cost per conversion was high, indicating that the brand was not effectively targeting the right audience. By refining the keywords and demographics, we could reduce the cost per conversion and ultimately save money on ad spend.
- Secondly, we saw room for growth in the number of transactions through both Google and Facebook ads. By A/B testing different ad copy and creative, as well as experimenting with some other techniques, we could drive more conversions and increase revenue.
Overall, these opportunities present exciting possibilities for improving the beauty brand’s PPC efforts and maximizing ROI.
The Initiatives We Took to Optimize Google Ad & Facebook Ad
As we analyzed both Facebook and Google ad campaigns separately and discovered the problems, we took necessary steps to optimize the campaigns separately for the best solutions. Let’s have a look:
Google Ad Optimization
When optimizing the Google Ads, we took several steps to improve effectiveness:
- We added specific product types such as face care and hair care, as well as custom labels for specific products and price ranges. This allowed us to segment and track the performance of different categories and price points.
- We also launched brand-specific campaigns and a Performance Max campaign with a target return on ad spend (ROAS).
By taking these measures, we were able to identify which products and price ranges were performing the best and create separate campaigns for them. Overall, these steps helped optimize Google Ads for maximum success.
Facebook Ad Optimization
When it comes to Facebook advertising, it’s important to have a clear strategy in place. To optimize Facebook ad performance, we took several steps:
- We set up the website with a meta pixel code, allowing us to track valuable ecommerce events.
- We also created audience segments, including a page engagement audience and a remarketing list for previous customers.
- We developed campaigns to promote brand awareness and drive traffic to the website, with a special focus on educating potential customers about the fact that all of the beauty products are 100% handmade.
By taking these steps, we were able to optimize the Facebook advertising efforts and see positive results.
What Our Client saying
Brandon Santipitak
"Keoji is a popular online store that sells skincare, beauty, and cosmetics products from Asia. Keoji is one of the most affordable online stores in Australia. Keoji's skincare, beauty, and cosmetics products are highly rated and are loved by many people."
Result
We aimed to help the brand make its mark in the digital marketing beauty industry, and we were successful in that by improving conversion and boosting ROI.
Check Google Ads results below:
- 40% Analy. Revenue Increased
- 32% ROI Increased
- 32% Conversions Increased
- 20% CPC Decreased
*These are the stats of Jun’2022 Vs. May’2022 (1 month) Comparison.
For Facebook ads –
- 375% Conversions Increased
- 721% Revenue Increased
- 94% Impressions Increased
- 72% Reach Increased
- 319% ROAS Increased
*These are the stats of Jun’2022 Vs. May’2022 (1 month) Comparison.
If you are also planning to get the best solution for PPC management, feel free to contact us. Our efficient, experienced and professional team is here to help you.
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