Overview

SI was able to shave $98 off of Kerasals cost per conversions with a new advertising strategy. Most CPG brands rely on retailers to garner most of thier purchases. This poses a problem when using digital ads. The problem, they are not able to optimize for meaningful conversions.

Kerasal had been doing just this with link campaigns and brand awereness campaigns. Although I spotted this issue when I initially strarted working with them, it took time to build the trust to let me completely overhual things, but eventually they allowed me to revamp things for them.

The Solution?

The solution I came up with was to streamline the sales process with custom landing pages for thier best selling product categories targeted toward people looking for those specific things, or at least the problem that the produtcs were a solution for. There landing pages were linked to their retailers online sales pages.

In the end, the traffic more targeted, the landinge pages were designed to sell, and we were able to optimize for onsite actions that acually correlated with a purchase.


Results

-$98.20

Cost per Conversion

-73.42%

Cost per Conversion

+282.53%

Conversions


Comparison (March 5th – 20th) VS (March 21st -April 5th) 2023

Google Ads

Google Ads Performance March 5th – 20th, 2023

Ad Spend

$30,629.58

Conversions

229

Cost per Conversion

$133.75

Google Ads

Google Ads Performance March 21st – April 5th, 2023

Ad Spend

$31,142.46

Conversions

876

Cost per Conversion

$35.55

Google Ads

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