CLIENT

A client in the health and beauty space focused on correcting problematic skin concerns through skincare products, operating in Scottsdale but selling products all over the U.S. They wanted to increase brand awareness and generate new leads. Up until this point, the client was converting all leads strickly from their newsletter. This client wanted to expand their business while focusing on one-on-one reviews of each new client’s skin issues.

They came to Brandon Pines Marketing with a goal to build out a paid advertising strategy that would align with a website design. The scope included building out product catalogs, developing lead magnets through landing pages, and obtain new leads.

CHANNELS

Paid Advertising: Google Search Ads, Facebook/Instagram Ads
Marketing Funnel: Develop the Funnel to align landing pages with Earned and Paid Marketing
Tracking: Set up Google and Facebook tags as well as call tracking to measure online activity
Goals: Set up Google Analytics goals to assign value to leads and conversions through Google Tag Manager
Leads: Integrated with Shopify to track leads

CHALLENGE

The client wanted to develop and execute an omnichannel social advertising strategy. They did not have any landing pages or lead capture on their existing website outside of a newsletter sign-up. Furthermore, the original website was not optimized for mobile or traffic and was going to be re-launched as a Shopify store.  but there were no historic metrics to pull from Google Analytics to set benchmarks and historically based decisions.

When the site was relaunched, there was no previous data from existing marketing efforts, as all of the leads the client converted were not being nurtured and tracked within a proper CRM. Due to this, I needed to set up proper tracking through Google Tag Manager to properly measure online activity.

SET UP

Top of the Funnel: Built out pages that told the story of the business and founder.
Middle of the Funnel: Built out ads that were used for prospecting utilizing reviews from happy clients.
Bottom of the Funnel: Built out lead forms that offered interested people a free consultation. These were the main drivers of conversions.

GOAL

The primary goal of this business was to generate new business through free consultations, along with upselling existing customers with products and bundles. This was accomplished through the use of Google Search Ads and Facebook Product Catalogs as well as Lead form ads used to convert people at the lowest cost per lead with the least amount of friction to the lead. 

LEADS

Leads were assigned a LTV to determine a proper ROAS (Return on Advertising Spend) which was fed into Google to teach the algorithm what we were willing to pay for a click and a conversion. Leads types included: Lead Form Ads, Product Ads, and Lead Forms. 

RESULTS

I was able to introduce paid advertising campaigns on Facebook and Google. The campaign goal was to target cold leads with the free consultations and move them into the middle funnel to remarket with gated offers.

• Sales: 906 Sales $5,900 Revenue from Ads
• AOV: $153 average order value
• Lead Magnet: 200 Booked Consultations
• CPC: $2.71 Cost Per Product

TEST AND LEARN

During a holiday flash sale, I developed a 2-week test and learn campaign with a 14% discount code on all products.

The results were:

Products: 66 products were ordered
Conversion Rate: 20.58% increase in e-commerce conversion rate
Sales: 206% increase in sales with a
Cost per Product: $0.78.

Additionally, the client had a 43% increase in users to the website, an increase of sessions by 55%, and an Average Session Duration of 10% of the website re-launch.