Challenge
TuCabelloSano.com is an e-commerce of hair care products and accessories. They have the best professional products and brands on the market, the same ones used in the best hairdressing salons of the world.
Some of the top professional brands are: American Crew, GHD, Kérastase, L’Oréal, Macadamia, Redken, Rene Furterer, Revlon, Schwarzkopf and Wella
The company was carrying out actions in different paid media channels with no strategy nor measurable goals. They had acquisition costs above the market average and a very unprofitable ROAS. The challenge was to maximize the volume of purchases on the website.
Solution
We proposed to change the whole structure of the Google account and we implemented automatic bidding strategies.
We set up a new Shopping campaign with Automatic Bidding Strategy to maximize the value of the conversion. We went from a campaign with manual bidding control to a smart campaign with an automatic bid strategy.
We aligned Analytics, Merchant Center and the client’s CRM to be able to obtain all the data we needed to create and optimize this new structure.
Results
-88%
drop in CPA
+829%
increase in ROAS
On Q1 2020 we reduced the CPA of the new Shopping campaign by 88% compared to the results of the same period with a manual bidding strategy.
In addition, the ROAS of the Smart Bidding campaign with an automatic bid strategy improved by 829% compared to the Shopping campaign with a manual bid strategy during the same period of time
Some of the creativities used in the campaigns
