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Beauty industry client’s average monthly number of orders increased six times!

Amazon PPC - Case Study

The Client
Our beauty industry client wanted to scale up ad sales along with increasing total sales.The brand expanded its product categories with new products. It became one ofthe leading sellers in bedding, hairbrushes, and traditional hair accessories, such as hair clips and hair ties.
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The Challenge

The client wanted stable and consistent growth while keeping ACoS, TACoS, and other profitability metrics under control. Creating a complete campaign structure for over a hundred active ASINs was challenging as well.
The Solution
Our goal was to attack the main competitors with lower prices than products from our client’s categories. These items had incomparably lower product quality and average ratings compared to the client’s products. Standing out from competitors was the first task while creating dozensof campaigns for key products inthe beauty industry. 
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We have organized a complete account structure for all active ASINs in the account. Then Sponsored Display campaigns have been created with a strong focus on attacking competitors, and together with Video and Sponsored BrandsCustom Image ads, we covered the following stages:
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Strong defense campaigns - to defend the client's main ASINs, we had high bids and multiple cross-targeting ad groups. Defensive campaigns hit sales with a CVR over account average - at 28%. 
Focus on top converting keywords - highly relevant search queries that convert the most had top positions: Sponsored Brands Headline ad, Sponsored products ad, organic, video position and earned Amazon Choice badge.
Attacking competitors - after identifying key competitors to attack, we made sure that both our Sponsored Products and Sponsored Display ads were showing on their pages. Additionally, we launched Video Product Targeting campaigns for catching sales on top converting keywords for competitors.
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The Results
The conversion rate went from 17.9% in January 2020 to 24% in July 2021. It means higher relevancy and more PPC orders ratio in PPC clicks. The conversion rate in December 2020 (lifetime peak) under Sellers Alley was 26.2%.
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The average monthly number of orders increased six times, according to the data in the Amazon Advertising platform.
Total revenue increased five times (average monthly income in May 2021 compared to the first month of our cooperation).
Average account ACoS – 33%
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A brand focused on using natural ingredients for hair care and skin care products has seen an increase in ROAS and a 28% higher conversion value!

Google Ads - Case Study

The Client
The client is an eCommerce store selling Beauty and Personal Care products, targeting the whole USA. We’ve been managing Google Ads campaigns for them for one year now.
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The Challenge

Our client’s ROAS started to decrease from month to month. Target KPIs began to go way below desired. So we had to reaudit completely and then restructure the campaigns and targeting.
The Solution
We started with restructuring our Search campaigns. We had to segment them by product categories since the conversion rate was varying from product to product. Then within Search campaigns, we segmented ad groups as a funnel, based on the level of search term intent.
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On Display Network, we also created funnel segmentation. We already had a Dynamic Remarketing campaign, but we needed fresh website visitors. We’ve launched a Dynamic Prospecting campaign targeting new audiences and excluding past visitors.
For Shopping which has been running for a while, we had collected sufficient data for Google Machine learning so we launched Smart Shopping and utilized Smart Targeting options. We further segmented the campaign based on product categories for better budget allocation. 
The Results
These results show the changes 
from December 2020 to January 2021. 

We did the account’s restructuring at 
the end of November 2020.
In the first month, we managed to get ROAS back on track, which allowed us to scale our budgets and bids and, therefore, the overall conversion volume.  
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The total number of conversions increased from December till the end of January by 26%.  
ROAS has also increased, and the conversion value was 28% higher than before.
The results have shown that our client’s revenue has improved thanks to our optimizations and account restructuring.
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