Quick Snapshot:
Category: Personal Care
Average Order Value (AOV): Rs 750
Timeline: 3 Months
Growth: 650%
Four months ago, ROI Magnet took on a personal care brand looking to unlock the full potential of its products through aggressive ad campaigns on Meta and Google ads. This opportunity excited us because it presented a chance to create another success story.
Understanding the Brand:
Our first step was to dive deep into the brand and its products. We needed a comprehensive understanding to craft the right ad copies and creatives.
Budget Allocation:
We devised a budget allocation plan of 70% for Meta ads and 30% for Google ads.
Diverse Creatives:
To capture the audience's attention, we employed a variety of creative hooks and formats:
UGC Educational
Storytelling
Before/After
Product Showcase (static)
Problem Solution-Based
US vs Them (static)
Price Comparison
Carousel Ads
Offer-Based (static)
Review (static)
Benefit-Based
UGC Testimonial
Formats included single image static, carousel static, carousel video combinations, DPA, instant experience, and collection ads.
Meta Ads/Facebook Ads Strategy:
Our strategy revolved around the classic TOF (Top of Funnel), MOF (Middle of Funnel), and BOF (Bottom of Funnel) framework with 5% of the budget dedicated to PPE (Page Post Engagement) ads.
Recognizing the repeat orders nature of the personal care industry, we developed a dedicated BOF strategy based on the RFR (Recency, Frequency and Relevance) principle, yielding excellent results.
We put a strong emphasis on creative testing, leveraging the ASC (Advantage + Shopping Campaign) campaign type. Winning creatives were then scaled through sales campaigns.
Real-time algorithmic optimization played a crucial role in maintaining efficiency.
Testing attribution models, specifically 1-day click versus 7-day click and 1-day view, proved beneficial, with the latter performing well at scale.
Google Ads Strategy:
Our Google Ads strategy included search (both Brand and Non-Brand keywords), Performance Max, Video, and Discovery campaigns. Although we experimented with display campaigns, the results were suboptimal.
YouTube sequencing ads were a successful experiment, delivering decent results.
Performance Max campaigns emerged as the primary driver for Google Ads success. We experimented with six variations of PMax campaigns, all yielding positive outcomes.
Non-brand search campaigns were relatively expensive but delivered satisfactory results.
We improved Google Merchant Center descriptions and titles, enhancing our exposure across a broader keyword set.
Challenges:
While we've achieved remarkable growth, we continue to face challenges:
Product Concentration: Approximately 25% of our products generate roughly 80% of our revenue, highlighting the need for diversification.
Attribution Challenges: We encountered attribution issues with iOS devices but successfully resolved them through CAPI (Conversions API) and enhanced ecommerce settings.
Data Overload: Managing and analyzing data from numerous experiments can be overwhelming. However, we've streamlined this process with Looker Studio, enabling organized and insightful data analysis.
In just three months, we've achieved extraordinary growth for this personal care D2C brand. By understanding the brand, diversifying creatives, and implementing targeted strategies on Meta and Google, we've unlocked its full potential.
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