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Summary:
To reduce the cost per Acquisition as much as I did working on the digital accounts for Bangerhead is a very impressive achievement and to do it over a longer period showcases why the changes I did were not random or had some seasonal factors skewing the results.
Company Info:
Bangerhead.se (https://www.bangerhead.se/) is a Swedish e-commerce store that sells and promotes beauty products from the worlds largest and prestigious brands. The company has the rights to sell beauty products in hair care, skin care, make-up and perfumes from brands such as; Redken, L'Oréal, Kérastase, Joico, BareMinerals and Schwarzkopf. Bangerhead was launched in December 2008 with the target to become Scandinavia’s largest e-commerce for exclusive beauty products.
My achievements and involvement:
For three years I was working for the industry leader Ingager Online Marketing (https://ingager.com/en/) in Stockholm Sweden.
One of the highlights of my career and a highlight while working for Ingager was when I utilised Ingagers own propriety tech tools and other tech tools such as Facebook, Google Ads, Tradedoubler, Commission Junction & Bing/Microsoft ads to drive more purchases towards one of our clients named Bangerhead.
At first, I was thrown into the deep end with this account. This account was already established but they wanted to get more sales for a lower Cost per Acquisition. Initially what I did was to revamp the strategy of the account.
We needed to:
· Increase the number of sales from product specific searches (also known as long-tail).
· Improve the ad texts
· More frequent changes when it came to the bid adjustments.
What I did initially was to increase all of the bids, this allowed the platforms and algorithms to thoroughly test all the keywords and fast-track the learning period. Once Click-Through Rates (CTR’s) were high I adjusted the spending to maintain the positions. Meanwhile, the ads that had not converted well were removed and this ultimately improved the overall account performance as the more relevant ads you have the better Google algorithm favours the performance.
On top of this, I decided to increase the frequency of how often I would adjust the keyword bids, instead of doing it in an unplanned & infrequent manner I decided to do it weekly.
This graph shows that since I started to work on the account the results went from an average Cost Per Order of SEK (Swedish Krona) 114 down to SEK 45 – that's an 86% reduction in cost per order.
It also shows that at the same time, the number of average orders per week increased from 225 to 496 – that's a 75% increase in the number of orders.
Summary:
To reduce the cost per Acquisition as much as I did working on the digital accounts for Bangerhead is a very impressive achievement and to do it over a longer period showcases why the changes I did were not random or had some seasonal factors skewing the results.
Paid Ads,Paid Ads,Google Shopping
Beauty
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HOW AN ECOMMERCE STORE GENERATED 4,475 PURCHASES IN 2 YEARS WITH OVER 697% RETURN ON AD SPEND USING FACEBOOK AND INSTAGRAM ADS
4,475 purchases
6.97 ROAS across a 2 year period
$416,879.29 Purchase Conversion Value
COMPANY OVERVIEW
Located in Pigeon Forge, TN, in the heart of the Great Smoky Mountains, Client’s Factory Store has been charming locals and visitors with handcrafted southern belle girls’ dresses for more than 25 years. Client also has an enormous inventory of beautiful quilts, throws and home decor. Client’s Factory Store is right up there with Dollywood and other Pigeon Forge attractions. You can purchase their merchandise online or at their store.
INTRODUCTION
The brand was new to Facebook advertising and had never run Facebook ads before. They had a Facebook page and posted to it occasionally.
SOLUTION
Develop a strategy which included organic content development and a strategic paid advertising campaign. The strategy also included regular recommendations, inbound engagement monitoring, as well as monthly analytics reporting.
SOCIAL PROFILE RESULTS:
COMPANY OVERVIEW
While the brand had a business Facebook account set up, their follower base and engagement rate was very low as they were not actively posting on this channel. Within the first couple of months Facebook following more than doubled.
With the follower growth campaign along with paid social media campaigns Lid’l Dolly's Factory Store following grew 460% over 2 years.
PAID ADVERTISING CAMPAIGN RESULTS:
BRAND AWARENESS CAMPAIGNS:
These strategically-targeted ads and boosted posts generate significant product views and add to carts.
WEBSITE PURCHASE CONVERSION CAMPAIGNS:
Prior to the social media marketing strategy, an online store had not run any Facebook ads. We were able to test and find their target audiences and scaled their ad spend from 1k/ month to 20k/ month and still retain the same ROAS.
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