HOW TO INCREASE SALES AND REDUCE THE PRICE PER LEAD IN JUST 2 WEEKS?

Our client is an online perfume store based in Ukraine. Its engaging design and convenient product pages make e-shopping an exciting experience.

After a successful year on the market, its owners were looking for further increase in business. 

Our talented team was excited to step in and apply all the innovative skills to achieve set goals. 

The insight

We compiled and executed a two week strategy on how the company will  increase its online sales and reduce the cost of leads. 

As we started to work on the project, the initial  CPC  was 0.88%. 

As the festive season (top selling time for perfumes) was just two weeks away, we had to act very quickly to maximise the number of orders. 

Our client was not limiting the overall campaign budget, however we had a target price for each confirmed lead. 

When it comes to contextual advertising and successful campaigns, it’s essential to have persistent control of the dynamics. Since our team has managed projects in a similar niche, we have put together an effective action plan. 

The process

Existing Google Ads campaigns were set for the classical remarketing. Our audit findings showed that due to the lack of optimization (by previous contractors) half of the key words were no longer efficient and consumed the company's budgets without any returns. 

Based on the above following action were taken: 

• All keywords with conversion rate under 1% were turned off 
• Bets were adjusted according to their conversion performance 

These measures improved conversion rate, but did not increase the number of orders. 

Our next step was to add a product page URL to every keyword (whenever it was possible). As a result, the bounce rate went up along with the confirmed orders. 

Campaign progress (comparison week 1):

The work went on. To keep ads as relevant as possible our focus shifted to dynamic keyword insertion and geotargeting.  This boosted the CTR and traffic of new buyers. 

After meticulous search words revision we have produced a significant negative words list. This encouraged us to turn off the broad match modifier. As a result there were even more orders coming through. 

Campaign progress (comparison  week 2 to week 1):

Results

• Conversion rate and number of leads has increased
• We brought down the cost of lead (unfortunately we cannot disclose price data for confidentiality reasons)
• Number of transactions increased by 2.7 times 
• Cost of the confirmed lead is reduced by 1.2 times

Our plans 

Our team lined up further milestones of work. We are planning to  launch a  dynamic search campaign. This will help to match the enquiries more precisely without missing low frequency queries. Dynamic remarketing campaign launch will contribute to more personalized approach to the customers who have not placed the order yet. Google Shopping offers cheaper price per click than the search campaigns, contributing to more efficient traffic at a better rate. 

Conclusion 

Desired results were achieved through persistent work and focus on keywords/ads optimization. As we could maintain an affordable price per confirmed lead, our client gained enough resources for further advertising campaigns to increase his business profits.