Category Archives: Google Ads

“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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Major changes to look out for in Google Adwords

Google Adwords

Being an online advertisement platform developed by Google, Google Ads have gained a lot of importance in recent years due to their range of benefits that help the advertisers to boost their sales. One of the major benefits of Google Adwords is that it works faster than SEO and helps to generate more traffic and leads than conventional SEO techniques. Also, Google Ads help to increase your brand awareness in addition to boosting traffic, clicks, and conversions. Thus, it becomes mandatory for a business to monitor the changes which Google brings to this advertisement platform. Following is a list of few major changes that are coming soon to Google Ads:

1. Local search ads will now appear on Google Maps: With the increase in the use of Google Maps for navigation around the world, we can easily conclude that these maps would be a part of the search network in the future. Google unveiled the “next generation” of local search ads which will now appear on the Google Maps platform as well as Google.com. In these new ads, the brand logos and offers will appear on the surface of the map rather than alongside the map.

Search Ads on Google Maps

The reason behind focussing on Google Maps is that it has a billion users and location-related searches account for nearly a third of all mobile searches. So next time when you search on Google Maps for a luxury hotel, you will see a list of hotels that have paid to be there on the Maps platform.

2. Expanded Google Text Ads: Text ads are going to have a significant change in recent updates. This new update will make the headlines much bigger, and the advertisers will have the option of writing 30-character headlines instead of the previous 25-character headlines. During its testing phase, Google found that this change dramatically increased the CTR by almost 25%. In addition to this, the number of characters in the description line has also been increased to 80.

Google Expanded Text Ads

3. “Accelerated Delivery” feature discontinued: Google has announced that they are going to discontinue the “accelerated delivery” option for Search and Shopping campaigns. This feature allowed the advertiser to set a budget above the current ad spend by a considerable margin and then turn on “accelerated delivery” to drive as many impressions as possible. Google claims that they have improved the “standard delivery” algorithm which will improve the performance of the advertisers.

4. Maximize Conversion Value Bidding: Google has launched the new Maximize Conversion Value bidding strategy for Search. This strategy will automatically optimize the conversion value instead of optimizing the conversion volume. This will significantly improve the performance of those who are currently using Maximize Conversions bidding. You can also set adjustments in value for different audiences, locations or devices in the future.

Bidding

5. Ad Position Metrics removed: Google has removed the ad position metrics from the platform on September 30th, 2019. Google has taken this step because they felt that this metric had become less meaningful because the ad quantity shown on different pages and devices is highly variable. For example, being at position 5 on a page which shows 5 ads is also being last. Though ad position metrics have served the advertisers well, Google has introduced four new metrics like Top Impression Rate and Share which tells you how often your ads are displayed above organic results. You also have Absolute Top Impression Rate and Share which shows you how often your ads appear on top position.

Though Google Ads are beneficial for your business, you shouldn’t start with them just because someone else you know found success with the help of these ads. You need to understand if these advertisements make sense for you and your business and if they do, what type of ads would prove to be most productive for you.

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

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