Case Study 3

Client Overview

Our client is an e-shop focused on hair styling products. After experiencing significant sales success in 2018, the e-shop's sales began to decline, and previous advertising efforts failed to regain that momentum. The client turned to a freelancer for a fresh approach, aiming to restore the sales volume while keeping ad spend in check.

Challenges

The main challenge was regaining the sales volume from 2018. Google Ads and Facebook Ads were underperforming, and a new strategy was needed. There was also a gap between the data reported by Google Ads and the insights from Google Analytics, which needed to be resolved. Additionally, Facebook's product catalog was missing some key items, which required attention to ensure accurate data for ads.

Objectives

• Restore the e-shop's sales volume and recapture past success.
• Optimize advertising expenditure across multiple channels while achieving consistent results.
• Address technical issues, including product feed accuracy, to improve ad performance.

Strategy and Execution

Our strategy focused on a multi-channel approach to maximize reach and drive sales. Key steps included:

Key Actions:

• Data-driven decision-making: We paid close attention to the performance data from both Google Ads and Facebook Ads, ensuring the accuracy of product feeds and aligning the reporting between Google Ads and Google Analytics.
• Optimized product feeds: Collaborating with a developer, we improved the data flow to advertising platforms, ensuring products were accurately represented.
• Multi-channel approach: We used a combination of Google Search, Google Shopping, Google Display, Google Discovery, YouTube Ads, Facebook Ads, and Instagram Ads to create a broad presence across platforms.
• Media mix: We used 80% static images and 20% video content, allowing us to engage with the audience effectively.

Results

The results were remarkable:

• 79.49% increase in revenue, showing a clear boost in sales and profitability.
• 45.06% growth in transactions, reflecting the effectiveness of our strategy in driving more conversions.
• 33.77% growth in revenue per user, indicating better engagement and higher spending per customer.

Channels Used

• Google Search
• Google Shopping
• Google Discovery
• Google Display
• YouTube Ads
• Facebook Ads
• Instagram Ads

Impact

The e-shop successfully overcame the challenges that had been hindering its growth. With a strategic, data-driven approach and a focus on multi-channel engagement, the client experienced a significant rebound in sales. This case demonstrates how a fresh perspective and the right strategy can turn around performance and drive long-term success.