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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.
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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.
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