01 – Twisted Allure Google Ads Campaign - Online E-commerce
Twisted Allure started its presence on Etsy, selling a total of 13,165 products and making its name as the best organic handmade soaps and creepy bath products producer. They decided to move away from Etsy due to their marketplace eating into their profits and having less control of customer data.
They launched their store on Shopify in 2019 with two sales channels: Facebook Ads and Influencer Marketing. For the backend conversion, they used only basic email automations and weekly email blasts. They never ran Google Ads for their brand but decided to launch Google Ads in September of 2023, and this case study is up until July 16th of 2024. So, it will be a total of 10 months, to be exact. The goal of our campaign was to achieve profitable ROI and establish consistency in sales conversion through Google Ad campaigns.
02 – Main Objective
- Establishing Google Ads Account Structure
- Take advantage of existing customer audiences to scale through retargeting-focused campaigns.
03 – CLIENT BACKGROUND
- The base of operations: California
- Business Name: Twisted Allure
- Business Model: Online E-commerce selling handmade original bath and body products
- About Twisted Allure: Twisted Allure began in 2014 as a homegrown project by Lisa Forchette. She was selling her spooky soap products at local fairs and quickly gained popularity in her city. Eventually, Twisted Allure made its way to Etsy and it evolved into a thriving independent e-commerce store, offering a wide range of unique, handmade, organic beauty products and managing everything from manufacturing to customer service all in-house.
04 – CHALLENGES
Initial Challenges (First 6 Months): Increasing ROI & Generating a consistent volume of sales.
Latter Challenge (After 6 Months): Optimize for new customer sales. Reduce cost while increasing new customer traffic and sales.
05 – STRATEGIES IMPLEMENTED
Methods:
- Search brand campaign to build custom audiences
- High, Medium, and Low funnel Google shopping campaign
- Performance max campaign for display and YouTube for increased exposure for discovering prospects
06 – TARGET AUDIENCE
Audience Signals (Interests):
- Body Care For Women
- Gothic Skin Care
- Makeup For Women
- Body Care
- Sugar Scrubs
- Goth Fashion
- Body Washes
Demographics:
- Gender: Female
- Age: 18 - 44
07 – ACTIONS TAKEN
- Segmented Google Shopping Campaign Based on Keywords at Respective Funnel Levels (High, Medium, Low).
- Branded Search Campaign to expedite audience building.
- Performance Max Campaign for enhanced retargeting and secondary prospect discovery.
- Website Visitor/Non-purchase segmentation for retargeting users based on the likelihood of conversion.
08 – RESULTS
Increasing ROI Goal Met Within 8 Weeks
Consistent Sales Trend Solidified After 8 week mark
- Ad Spend had to be incrementally increased to allocate towards prospecting display network campaigns through P/Max as represented by the marginally increased Cost/Conv after consistent sales patterns presented themselves.
Reducing costs for new customer sales:
- Avg. CPC and Weekly Cost Decreased 58%
- Conversion Rate trend is unaffected as represented by yellow line.
- Able to reduce Avg. cost while unaffecting and marginally increasing web traffic as represented by blue line.
09 – CLIENT TESTIMONIAL
‘We are incredibly grateful for their hard work, dedication, and the remarkable outcomes they have delivered. We couldn’t be more thrilled with the results we’ve achieved since partnering with Marketing 180. They meticulously crafted and executed a comprehensive marketing strategy that truly resonated with our target audience. The team's data-driven approach, combined with their innovative thinking, has transformed our marketing efforts and, by extension, our business.” ~ Lisa Forchette
10 – LESSONS LEARNED
A brand with a solid foundation in SEO and an existing pool of returning customers will excel more quickly from PPC than fresh startups heavily reliant on branding and viral marketing to build audiences and demographic data before optimizing for revenue generation.
From our experience, we learned that brand search campaigns tend to be highly profitable for brands, and here's why:
- Brand keywords are extremely relevant to a company's ads and landing pages, resulting in high Quality Scores. This then leads to lower costs per click and better ad positions.
- People searching for a brand name often have high purchase intent, as they are already familiar with the brand and are likely considering a purchase. This results in higher conversion rates.
- Due to the high relevance and strong intent, branded campaigns typically have lower costs per click and costs per acquisition compared to non-branded campaigns.
- Running brand campaigns allows companies to control the top ad position for their brand terms, preventing competitors from stealing traffic by bidding on those terms.
- Branded ads help maintain consistent visibility even when Google makes changes to organic search results or introduces new SERP features.
11 – FUTURE STRATEGIES
As sales volume remains constant and fuels clients marking budget capital. Future strategies include aggressive approaches to YouTube and display marketing via custom ad creatives and content for increasing brand awareness and new client sales growing the overall consumer base.
12 – SUMMARY
Scaling a Niche e-commerce business with decent pre-existing SEO searches and small pools of returning customers
Main Objective:
- Take advantage of existing customer audiences to scale through retargeting-focused campaigns.
Methods:
- Search brand campaign to build custom audiences
- High, Medium, and Low funnel google shopping campaign
- Performance max campaign for display and YouTube for increased exposure for discovering prospects
Initial Results:
- Avg. CPC and Weekly Cost Decreased
- Conversion Rate trend unaffected
- Increase in website traffic from prospecting and new customers
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