One of the companies I worked for is a leader in vegan, natural skincare products. They sell their products through health and wellness stores like Whole Foods, Sprouts as well as beauty, drug stores like Ulta, CVS, target etc. With a brand new ecommerce site launch in 2017, they were looking to expand into digital space with a moderate budget for paid media. They wanted to focus on Google Adwords, Facebook and Adroll for paid media.

The Challenge:

This company had a pretty well defined audience and a medium sized social media presence. However paid media campaigns were not getting good ROIs. Their CPA of $40.59 which was extremely high as their products sell for between $20-$35. They wanted to reduce CPA while increasing impressions and CTR.

My Strategy:

I started with analyzing their campaigns for all channels they used. Since they were spending substantially more on Google Adwords, I started with that. I ran a through audit on keywords to find multiple duplicate keywords and lack of any negative keywords. Fixing these simple issues helped.

Then I identified that they had a Target CPA bidding strategy which typically works well for large volume keywords and with much bigger budgets but not necessarily with niche keywords. I started with a combination of Manual CPC and ECPC bidding for more control and to allocate more budgets to more profitable campaigns.

Results:

Within 6 months of refining and working on this campaign we saw a tremendous transformation. We started with a CPA of $40.59 and ended with a CPA of $10.32 with an impressive 8.35% conversion rate. Our CTR went from 1.59% to 8.04%.