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Thriving in Competitive Niches With the Art of Advertising :
Achieving Sales Growth & Cost Efficiency
Client Background:
The Client operates in highly competitive niches: Health & Household and Clothing, Shoes & Jewelry niches.
The challenges she faces include fierce competition, a saturated market, and the need to differentiate her brand and products from numerous direct competitor brands.
Success in these niches necessitates a deep understanding of consumer preferences, fashion trends, and continuous market & competitor analysis along with an effective implementation of dynamic marketing strategies.
Niches: Health & Household, Clothing, Shoes & Jewelry
Project Start Date: December 2022
🎯 Goal:
Challenges
The project encountered the following challenges:
- Managing a large number of active SKUs (over 450) posed challenges for PPC campaign management.
- Understanding the account and optimizing the campaign structure proved to be a complex process which demanded an extensive strategical approach and time.
- Fluctuations in search volume for main keywords were a recurring issue adding an additional layer of complexity.
Strategy & Approach:
For effective results, the project was planned & divided into 2 phases.
Phase 1: Campaign Structure Optimization
During the initial phase, the focus was on optimizing the campaign structure. This involved consolidating & merging similar products into single campaigns and ensuring that each product in the catalog was included in the PPC with corresponding running ads ensuring comprehensive coverage.
Phase 2: Spending, Bidding, and Sales Optimization
Once Phase 1 was completed, the project shifted focus to spending, bidding strategies, sales optimization, and reducing the ACOS. Various strategies were tested for each campaign and product with an approach to identify optimal balance for maximum advertising performance.
Services involved:
To address the client’s needs and achieve the desired objectives, the following services were provided:
Full account management: Comprehensive management of the client’s advertising account, including strategic planning and performance analysis.
Ads management: Implementing and optimizing advertising campaigns across various platforms.
Graphics work: Creating visually appealing graphics and ad creatives.
Content creation: Developing compelling and engaging content for advertising campaigns.
Brand registry: Assisting the client in establishing and protecting their brand identity.
Results & Accomplishments:
To address the client’s needs and achieve the desired objectives, the following services were provided:
Full account management: Comprehensive management of the client’s advertising account, including strategic planning and performance analysis.
Ads management: Implementing and optimizing advertising campaigns across various platforms.
Graphics work: Creating visually appealing graphics and ad creatives.
Content creation: Developing compelling and engaging content for advertising campaigns.
Brand registry: Assisting the client in establishing and protecting their brand identity.
Total & Organic Sales:
- In May 2023, The Client achieved total sales of $206,619.34, with organic sales accounting for $79,497.04.
- Comparing these figures with December 2022, total sales increased from $113,263.16 to $206,619.34, representing a substantial growth of 82.5%.
- Similarly, organic sales experienced a significant increase from $48,349.87 to $79,497.04, indicating a growth of 64.4%.
PPC Performance:
- In May 2023, the client invested $35,217.73 in advertising, generating $127,122.30 in sales. This resulted in an ACOS of 27.70%.
- Comparatively, in December 2022, with a total advertising expenditure of $22,004.10, sales amounted to $64,913.29, resulting in an ACOS of 34%.
- The project achieved a notable reduction in ACOS, indicating improved advertising efficiency and cost-effectiveness.
Conclusion:
Through strategic campaign optimization, comprehensive PPC management, and tailored advertising strategies, Client’s business achieved remarkable sales growth and improved advertising performance. The collaboration with the client resulted in a successful addressing of the challenges posed by the competitive niches, resulting in increased revenue, enhanced customer engagement and brand visibility. By leveraging effective marketing strategies and productively addressing the challenges, and implementing a data-driven approach, the project successfully fulfilled its primary objectives, contributing to the client’s overall success and market position.