Monthly Archives: February 2020

“A Case Study of Google Advertising for Fragrances and Perfumes Industry (USA)”

Case Study for Fragrance & Perfumes Industry

BM Consulting’s effectively devised Digital Marketing strategy enabled APOTHIA to reach new heights when it came to brand recognition:

•  Total sales of $10,805 against spend of $2070
•  Conversion rate increased to 7.07% ↑
•  Number of impressions increased to 345,971 ↑
•  Increased brand awareness

Our goal was to get APOTHIA’s target audience to instantaneously connect APOTHIA to perfumery so that instead of searching for competitive non-branded words, they would search for APOTHIA first.

About Apothia

Apothia is an exclusive Los Angeles Apothecary that was founded by Ron Robinson. This cosmetic and perfumery brand belongs to Ron Robinson, Inc. The first Ron Robinson boutique was opened at Fred Segal on Melrose Avenue, L.A. in 1978. Robinson himself had previously worked at Fred Segal as a salesman, buyer and then Vice President.

Today, Ron Robinson boutiques are located on Melrose Avenue in Los Angeles and on Broadway in Santa Monica as part of the Fred Segal centers. Robinson expanded his boutique with the Apothia in the mid-1980s. A combination of “Apothecary + Utopia”, APOTHIA evokes images of serenity and beauty with a modern sensibility.

Ron Robinson launched the first fragrance named IF for the Apothia brand in 2000. The fragrance was very successful and it led Robinson to expand and create Apothia Los Angeles, a line of fine fragrances and award-winning interior aromatics. Today, it has spread worldwide.

Why did they choose us?

When a global perfumery brand like APOTHIA decided to boost its sales and improve its conversions, it looked to partner with a digital marketing agency capable of driving online sales at an enterprise scale. APOTHIA selected BM Consulting because of the following reasons – a creative and brand-focused agency with proven success in handling clients with a global footprint.

With the help of systematically designed campaigns that targeted specific keywords and products, BM Consulting was able to increase its sales in the last quarter of 2019. Given below is a graph from the month of October-December 2019 which shows the total number of sales as compared to the spend.

Overall Performance

It can be clearly seen from the above graph that the total sales in this three-month period was $10,805 at the cost of $2070. The number of conversions was 122 and the cost per conversion was a mere $16.98. Dynamic Search,  Smart Shopping Campaigns, Apothia Brand and Perfumes were the four major marketing campaigns run by BM Consulting that was successful in bringing in conversions over the said period.

A Streamlined Approach added More Sales at Fewer Costs!

From the start, BM Consulting aimed at targeting specific products and keywords rather than working on the entire category. In Dynamic Search Campaign, we focused on Product Category like Eau de Parfum, Candles, Body Lotion, Diffuser, body wash, etc. that resulted in good conversion and less spend. Check the graph of this campaign below:

Shopping Ad Performance

“Target CPA” Bidding Strategy and continuous monitoring really worked for this campaign. Irrelevant cost per click can be a big pain for any advertiser. To save this pain, we managed to exclude irrelevant search terms by adding negative keywords on a regular basis.

A “Tried and Tested” Approach increased reach and helped in driving product sales.

Smart Shopping Campaign simplified our task by Automating bids, ad placements and targeting customers across networks: Search, Display, Youtube and Gmail. We tried and tested different values for “Maximise conversion value at a target ROAS”. To begin with, Target ROAS was 100% which went up to 700%. This campaign was profitable with a good number of conversions.

Strategy for Bidding on All Brand Keywords improved Branded Traffic.

Through Brand Search Campaign, we targeted the Brand Keyword only and grabbed the conversion. We utilized the Brand Keyword in “Phrase Match” and kept check on the Search Terms as a daily routine. Bidding Strategy “Maximise Click” helped us in achieving the conversion rate.

BM Consulting Gets Results

It is to be noted that our digital marketing experts were able to accomplish this type of success by being dedicated to APOTHIA long enough to continuously monitor and test their digital marketing campaigns and strategies. BM Consulting breathed new life into the search engine optimization and digital marketing areas of APOTHIA in a very short time frame. Our expert team of digital marketing experts helps big as well as small companies to boost their sales and connect them with their ideal customers.

For further information, you may contact us or visit our website www.bmconsulting.in

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Statistically best times to post on social media

best times to post on social media

Social media has become an integral part of this modern world. From product advertisements to news articles, social media offers everything on a single platform, which is why people spend many hours on it. This kind of person’s engagement is being utilized by businesses around the world and they have started using these platforms for their own benefit. Posting product or service-related content on Facebook, Instagram and Pinterest has become quite normal as well as frequent for such businesses. However, it is very important to identify the exact time frame for posting if one wants to acquire maximum clicks.

Since there is n number of industries, each one of them has its own specific audience which is connected with it. So, if a particular posting time proves to be profitable for a particular business, it is not necessary that the same time frame will be beneficial for some other business as well. People browse each social network differently and which is why businesses have different days and times for them. For example, there is enormous activity on Twitter around 6 p.m. while Pinterest sees more engagement around 2 a.m.

So, what is the best time to post on such platforms? Let’s find out.

1. Best time to post on Facebook: Facebook is the most populated platform by far, with over 2 billion active users. This means that there is a lot of opportunity for organic engagement on Facebook, if you are aware of the current Facebook algorithm. Mid-week is the peak period to post on Facebook, while weekends are the worst possible choices. You can have consistent engagement between 9 am – 3 pm whereas the lowest engagement is before 7 am and after 5 pm. B2C, B2B, software or higher-ed organizations have the best chance to increase their click-through rates if they follow the above-mentioned time frames.

Best time to post on Facebook

2. Best time to post on Instagram: Facebook may have more users than Instagram, but it can never compete with the modernity and trendiness which Instagram possesses. On average, the best time to post on Instagram is between 12 pm to 1 pm, Monday to Friday. B2B organizations have the most amount of click-through rates during this period, with Friday being the most profitable day.

Best time to post on Instagram

3. Best time to post on Twitter: The lifespan of a tweet is very short – just 18 minutes. This is the reason timing matters a lot on this platform. Thus, a business needs to ensure that they make the most use of these 18 minutes by posting productive content. The best time to post on Twitter is between 8 am to 10 am in the morning as well as from 6 pm to 9 pm in the evening. If your goal is to maximize retweets and clickthroughs, then you should aim for 5 pm to 6 pm. For B2C companies, the best days to tweet are weekends whereas, for the B2B companies, the best days to tweet are weekdays.

Best time to post on Twitter

4. Best time to post on LinkedIn: LinkedIn is one of the best professional networking platforms in the market right now, which is why it is of paramount importance to many companies. It has over 575+ million users with 260 million active users. These people are most active during the day from 10 am to noon. For B2C, media and other higher-ed organizations, the best time to post is 8 am, 10 am and 12 pm, with Wednesday being the best day.

Best time to post on LinkedIn

Social media is changing constantly and so is the user’s behavior along with it. So, if you wish to attract more users to your posts, follow the above steps and identify a suitable time frame for your business and ensure that you post specifically during that time frame. Another important thing to note is that you should avoid being complacent. Even if you find out a particular time that works for you, never stop testing.

For further information, you may contact us or visit our website www.bmconsulting.in

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