Client Overview
- Skincare Brand is a pioneering company in the skincare industry, specializing in non-invasive facial toning devices. These cutting-edge devices utilize Microcurrent Technology to re-educate facial muscles, resulting in a toned and lifted appearance.
- Skincare Brand offers a comprehensive range of devices tailored to meet the needs of both professionals and beginners. Additionally, they provide a variety of accessories to assist professionals in delivering outstanding results.
- For at-home users, Skincare Brand offers devices accompanied by follow-along videos, enabling them to achieve spa-like results in the comfort of their own homes.
Challenges
- Skincare Brand faced several challenges that impacted their business, including unprofitable advertising campaigns, inadequate budget allocation, feature-centric ad copy, a lack of testing and scaling strategies, and a failure to effectively communicate with their two primary customer segments:
- Professionals (B2B): This segment consists of professionals in the skincare industry.
- Consumers (At-home users): This segment comprises individuals seeking skincare solutions for personal use. Furthermore, Skincare Brand faced the challenge of marketing Microcurrent Technology as a niche choice compared to other, more cost-effective skincare solutions such as serums, creams, and face masks.
Impact
- The lack of profitability in their advertising efforts and the absence of a clear advertising strategy had a substantial negative impact on Skincare Brand’s bottom line.
- The business was losing money on advertising expenses and failing to generate sufficient revenue to cover the costs associated with operating an online store.
Strategy and Implementation
- Ad Restructuring: We revamped their Google & Facebook advertising campaigns, creating new ads that were tailored to specific demographics. This included crafting different ad sets for traffic generation, engagement, and conversion.
- Attribution Analysis: We thoroughly examined attribution data to identify the top three conversion channels and the top five traffic channels. This analysis guided our budget allocation decisions**.**
- Budget Optimization: We allocated the advertising budget based on the performance of each channel, ensuring that resources were invested where they would yield the best results.
- Ad Testing Cadence: We established a systematic cadence for testing new ad creatives and strategies to continuously improve campaign performance.
- Performance Dashboards: To closely monitor campaign performance, we set up daily, weekly, and monthly dashboards. These dashboards provided real-time insights for ongoing ad optimization.
Results
- Our strategic interventions yielded impressive results:
- Steady Revenue Growth: Skincare Brand experienced a consistent increase in revenue, with positive results evident from the very first month of our partnership.
- High ROAS (Return on Ad Spend): Over the course of a year, Skincare Brand consistently maintained a ROAS of 3.5 or higher, demonstrating the effectiveness of our advertising strategies.
- Creatives: A healthy mix of static ads, videos and carousels, to drive traffic and engagement
- Audience: Identifying probable audience persona and creating content for personaliziation
Google Ads Average ROAS is 2.83
Facebook Ads Average ROAS is 9.0
Bing Ads Average ROAS is 2.36
Conclusion:
- Over the years, from Jan 23 to Oct 23 we generated 21% plus revenue
- Added SMS and Email campaigns for cart recovery
- Created promos and campaigns throughout the year to build brand saliency
