Challenge

My client, a prominent UK e-commerce makeup brand, faced the challenge of achieving significant revenue growth while improving their return on ad spend through Google Ads. They set a goal of achieving a 15% revenue increase, within a six-month timeframe.

Solution

I devised a comprehensive strategic marketing plan tailored to the makeup brand's specific objectives and target audience, and implemented the following key strategies:

1. Target Most Relevant Customers: By analysing their customer data, I identified the most relevant and high-value customer segments. This allowed us to allocate resources more efficiently, ensuring that the ads reached the right people at the right time.

2. Push Up Average Order Value: A special focus was put towards generating a high average order value to increase profit margins. This was achieved by focusing on tactics to promote this such as discounts on additional products, free shipping with minimum order, and tailored copy.

3. Leverage Performance Max & Shopping Campaigns: To boost visibility and reach across various Google platforms, I optimised Performance Max and integrated Shopping campaigns into the strategy, enabling us to showcase the brand's products more effectively, capturing the attention of potential customers and driving qualified traffic to their website.

4. Tighten up Product Feed Management Software: I enhanced their product feed management software, ensuring that the data provided to Google was accurate, up-to-date, and well-organised. This optimisation resulted in higher ad relevancy and improved performance.

Results

Revenue: Increased by 24%

ROAS: Increased by 21%

Average Order Value: Increased by 34%

Through a data-driven and innovative approach to Google Ads, my strategic marketing plan not only met the client's goal of achieving a 15% revenue increase but surpassed expectations with a remarkable 24% growth. The improvements in ROAS and average order value further solidified the success of the campaign