How We Skyrocket a Beauty Brand's ROAS to 3.30x with Google Ads
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CLIENT Overview:
A beauty brand start-up was already advertising with Google Ads to boost its revenue through online advertising. The company was able to generate income, but it needed help to turn its advertising investments into profits. They came to us for help because they weren’t satisfied with the results they were getting so far.
This case study describes how we improved their Google Ads performance and helped them achieve remarkable results.
Pain Points And Challenges:
When we reviewed their Google Ads account, some critical issues came to light. These issues were the underlying culprits behind profitability problems.
1. Ineffective Strategies: The start-up beauty brand made a mistake by investing heavily in Google Ads without creating effective strategies. Therefore, it was necessary to achieve more satisfactory returns.
2. Conversion Tracking Errors: There was an issue with the configuration of the conversion tracking, resulting in duplicate counting of each sale. This problem causes inaccurate performance data.
3. Products Disapprovals: Approximately 28% of products were disapproved in the campaign strategy, hindering overall performance.
4. Lacking Foundation: The brand operated on unstable ground by relying on inaccurate metrics and disapproved products.
Summary
THE CLIENT
⇒ Start-up Beauty Brand (E-commerce).
INDUSTRY
⇒ Beauty Industry.
THE CHALLENGE
⇒ Highly competitive & challenging industry, Ineffective strategy, Conversion tracking errors, 28% disapproved products.
THE SOLUTION
⇒ Instead of typical shopping campaigns, we adopted a unique approach with Search Ads & Display retargeting campaign.
RESULTS
⇒ Achieved 3.30x ROAS on average for search ads.
⇒ During peak times, we achieved an impressive 2.50x ROAS.
(The beginning of this chart showcases when sales were getting over-tracked)
Our Approach:
1. Rebuilding the Foundation
Considering these challenges, the first step was overhauling the foundation and setting up a solid base for future strategies.
- We rebuilt the entire foundation of the advertising strategy.
- We have fixed conversion tracking and stopped double-counting.
- We addressed product disapprovals to ensure accurate performance data.
2. Crafting a Unique Strategy
We were aware that the beauty industry is highly competitive and challenging. On the other hand, achieving success with a low Average Order Value (AOV) can be difficult. So, instead of the typical shopping campaigns, we adopted a unique approach:
⇒ Search Campaigns with a Twist
- We targeted both broad and narrow keywords.
- We utilized a blog post as the landing page.
- The post highlighted the "Top 5 Products" in the niche.
- Our goal was to establish the brand as the leading product.
- The outcomes of our campaigns were exceptional.
⇒ Display Retargeting Campaigns
- In addition to search campaigns, we ran display retargeting campaigns to recapture lost sales, ensuring a holistic approach to customer engagement.
- It enhanced the visibility of the brand.
Results and Impact:
Our customized, unique strategy paid off handsomely:
✔️Impressive ROAS: Achieved a remarkable 3.30x Return on Ad Spend (ROAS) on average for search campaigns.
✔️Overall Success: Even during peak times, we achieved an impressive 2.50x ROAS, marking a remarkable turnaround from their previous struggles with Google Ads.
By thinking outside the box and tailoring our strategy to the unique challenges of the beauty niche, We helped the beauty start-up overcome obstacles and achieve profitability in the market.
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