Tu cabello sano

Improve your ecommerce results with automatic bidding strategies

Challenge

TuCabelloSano.com is an e-commerce of hair care products and accessories that has 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 launching actions in different paid media channels without strategy and 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. In this way, 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 need to create and optimize this new campaign.

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




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