Category Archives: Google Shopping Ad

Effects Of The Ongoing Pandemic On Online Shopping

Impact of Covid on E Commerce

We’re witnessing history being made with the COVID-19 virus running rampant in society. This is an event that children will read about 10 years from now in their History textbooks (or whatever digital medium is the most used by then?).

This global pandemic is of a scale that has brought the whole world to its knees. Its impact has been more than significant, to say the least. The whole world has morphed and changed because of it. Social distancing protocols have made doing business very challenging, no matter what kind.

The worst part of this virus and the disease is that it is silent and goes unnoticed for the most part. You never know where you’ll catch it and when.

So many businesses have suffered because of the pandemic. Restaurants, bars, movie theaters, gyms, and hotels have all dwindled in their turnovers, and the major cities have suffered the most.

The worst part is that there seems to be no defined end that can be projected to this turmoil. That is why everyone has started focusing on alternatives, shutting down their businesses and moving on, or adapting by dealing with losses and trying to keep their head above water. Office workers now have to work remotely full-time. These changes and more have changed the common people’s perspective on daily life too.

The New Normal

Now people hesitate in going out to buy products and daily needs requirements. Shopping malls, grocery stores, and shops are now being completely replaced by online shopping.

Not a long time ago when e-commerce was still a fresh prospect, people used it to buy novelty items. Then came around the wave of online shopping where you could buy practically anything you want online, with lucrative deals on offer. If a piece of clothing doesn’t fit you, you can just have it returned and replaced with something else that does.

Online Shipping Home Delivery
Eventually, the online market place turned into a fully-fledged shop where you could buy anything that your daily requirements dictate. From groceries to fresh vegetables, meat, and dairy products. Everything can be bought online now. And with the new social distancing protocols in place, it’s best to not be surrounded by other people, and restrict your human interaction down to the one delivery executive that brings you your stuff.

The Growing Boom of E-Commerce

From a strictly business perspective, the Indian e-commerce market is projected to grow over its USA counterpart to turn into the second largest online bazaar in the world by 2034. The projection predicts that the market will grow from $30 billion to $200 billion in about 9 years. The top-dogs of the e-commerce game, China are still a little farfetched goal to touch. Sitting on the throne of e-commerce at a value of $672 billion, China is leaps and bounds ahead of their competition.

Panic Buying and Coping with the Virus

When the initial news of the COVID-19 virus started spreading, people everywhere were in a state of panic. With very little information and the threat of death hanging over people’s heads, people started to stock up like it was doomsday.

Even shipping services were suspended in the first wave of total lockdown. That is why, when e-commerce was one of the first services to resume, people started to abuse their wallets and buy as much as they could, because at any time it could’ve been announced that the services are being locked down again.

Panic Buying

It can also be called retail therapy, where people were just calming themselves down by generating dopamine from buying new things. All these factors and more have helped e-commerce in being the next great business to get into. Everyone likes the convenience that buying things online brings.

How Safe is It to Order Online?

According to the studies conducted, the virus can stay alive on solid surfaces from anywhere between 3 hours to 3 days. The studies are still not very conclusive because of the limited time we’ve had with the virus. But regardless, from the time that it takes to package and ship your product (which is now extended because of slow shipping), practically all threat of you catching a virus through your package is minimized.

You should still use an aerosol sanitization spray to neutralize the packages you receive and wait for a few hours before you bring them in and touch them.

Conclusion

No matter how optimistic we get, some things have definitely changed for good. This pandemic may not last forever, but the changes it brings are going to stick around. Some people are now used to the serenity of isolation, and dealing with fewer people, and being in fewer social scenarios.

They are now spoiled for the option of ordering things online and getting things delivered to them at the comfort of their home. These changes make it a good time to get into the e-commerce business. It is the right time for prospective businesses that can sell products online.

For further information on  E-commerce Marketing, you may contact us or visit our website www.bmconsulting.in

**This blog is compiled by Divyanshu Gupta

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INCREASING ECOMMERCE REVENUE BY TEN TIMES – A CASE STUDY

Digital Marketing Service for Gofiltr by BM Consulting

INCREASING ECOMMERCE REVENUE BY TEN TIMES - A CASE STUDY

About The Client

GoFiltr is a California based company that was developed with the intention of offering an ultimate hydration experience to the people. The founding members of this company were aware of the fact that most of the bottled alkaline water was prepared without any scientific knowledge of alkaline water and its effects on the human body.

GoFiltr’s range of alkaline infusers helps you to prepare all-natural, anti-oxidant, mineral alkaline water with electrolytes in minutes. GoFiltr Alkaline is compatible with most reusable water bottles and lasts very long as you can just refill the bottle instead of buying a new one from the market. GoFiltr Alkaline is an ideal way to infuse your water with vital minerals and electrolytes and increase its pH up to 9.5 in minutes.

Why Did The Client Choose Us?

In the initial stages, GoFiltr had to compete against well-established competitors in the market who sold bottled alkaline water. The client was advertising the product through shopping ads but failed to reach the expected sales figure due to high ACoS.

BM Consulting took up this challenge and designed strategies to bring down the ACoS and thereby improve the performance of the shopping ads. BM Consulting started working with them from December 2019 and since then the client’s sales charts have seen an upward trend.

Past Data Research Proved To Be Helpful

The client had already been running Shopping Ads, which meant we had a lot of data to explore and study in order to come up with new strategies. Our team spent a good amount of time in studying this historical data which later helped us to experiment with different bidding strategies.

The below graph offers a glimpse of the client’s performance before they started working with us. As you can see, the cost was very high ($2874.07) as compared to the revenue generated ($1331.22) in the period from Dec 2018 to March 2019.

Past Data Research

Implemented Multiple Strategies To Find The Most Productive One

The conversion rate was very low as compared to the advertisement cost when we started working with GoFiltr, hence we needed to take immediate measures to improve overall account performance in the long run. Our team performed detailed research of the target demographic in order to understand their buying patterns and perform keyword research. We tried multiple Google Ads Bidding Strategies that allowed us to zero in on the one that gave great results.

During the period between Dec 19 to Mar 2020, we succeeded in bringing down the ACoS from 215.90% to 30% and increased the ROAS by 10X. We did this by utilizing a manual bidding strategy and introducing a Smart Shopping campaign. We also created a Brand Search Campaign to push sales further.

Strategies for Adwords

It is clearly seen from the above graph that sales increased during the period from Dec 2019 to Mar 2020. In this period, the total revenue generated was $13390 against a cost of $4016.87.

During the campaign, we continued to monitor and optimize the campaigns, created new campaign types and kept checking on negative keywords to control irrelevant traffic and prevent wasted spend. Google Smart Shopping also gave us an opportunity to reach a larger audience and convert them into potential customers.

We Delivered Exceptional Performance Even During The Pandemic

The client decided to limit the daily budget from April 2020 due to the COVID-19 pandemic. Due to this constraint, we had to pause some campaigns which were costing more, while in shopping campaigns we disabled a few low-performing products. In spite of such conditions, the remaining campaigns performed exceptionally well and delivered great results, which can be seen from the graph below.

Adwords Performance During The Pandemic
Before:
Date Range – Apr 2019 – Aug 31 2019
Cost – $3339.05
Revenue – $3662.13

Adwords Performance During The Pandemic
After:
Date Range – Apr 2020 – Aug 31 2020
Cost – $1678.64
Revenue – $9795.14

 

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 GoFiltr long enough to continuously monitor and test their advertisement campaigns and strategies. BM Consulting breathed new life into the search engine optimization and digital marketing areas of GoFiltr 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 any information on  Digital Marketing, you may contact us or visit our website www.bmconsulting.in

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A CASE STUDY OF GOOGLE ADVERTISING FOR GLOBAL BRAND OF DOG ONESIES (USA, CANADA)

dog onesies case study

BM Consulting developed a cost-efficient approach to maximize sales and brought down the cost/conversion by a healthy margin as compared to the client’s performance in 2019.

Our efforts resulted in

– bringing down the cost/conversion rate by 7.24%
– increase in conversion rate by 5.65%.

About Shed Defender

Shed Defender is a global brand for dog onesies in the USA, Canada and other parts of the world. Their mission is to keep creating products that promote a happy and healthy lifestyle for dogs and strengthen the bond between people and their pets.

Shed Defender always believes in making a difference, which is why their dog onesies are stitched from a fabric that is made from recycled plastic water bottles. This eco-friendly fabric is breathable, durable and stretchy which helps to keep the dog comfortable at all times.

Shed Defender products have helped to reduce dog anxiety and even helped with different medical issues so much so that they have proven to be an ideal alternative to the medical cone. Shed Defender products enable the owners to spend quality time with their dogs and form an everlasting connection with them.

Why did they choose us?

In the initial years, Shed Defender was the only brand that sold dog onesies in the American market. However, as the product gained popularity among the masses, many other competitors emerged which led to a negative effect on their sales. Shed Defender’s on-page ad position began decreasing and higher competition for search terms led to an increased expense against a poor return on investment.

With the help of systematically designed campaigns that targeted specific keywords and products, BM Consulting was able to increase the client’s brand awareness and click-through rate along with a decrease in the CPC.

Case Study Adwords

We started working with Shed Defender from the month of April 2020. The dotted lines represent the time frame from April to August for the year 2020 while the bold lines represent the same time frame for the year 2019.

A Streamlined Approach added More Sales at Fewer Costs!

We rebuilt the client’s AdWords account from the ground up, splitting it into meaningful campaigns that targeted specific demographics and interests (excluding non-performing locations, focusing more on location which is more likely to provide better ROI). As a result, Ad engagement began increasing which lowered the cost-per-click for the client’s Ads.

An in-depth product analysis helped us to target locations and products that gave better ROI in order to maximize sales. This approach not only ensured a rise in sales but also reduced unwanted spending on standard shopping campaigns.

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

Shed Defender had its own brand campaign from the beginning, but BM Consulting understood the need to refine it and improve its conversion rate. In order to reduce unnecessary spending, we revised our strategies to focus on areas that required greater attention to bring in sales at reduced spend. Daily segregation of negative keywords also assisted in reducing the unnecessary spend.

Relevant Ads Increased The Click-Through Rate

We created non-brand search campaigns with maximum conversion bidding at a low budget that targeted only 6 locations to reduce the competition. A responsive search ad within this non-brand campaign helped us give better ad impressions as we focused on all keywords in the 10 headings which are likely to perform well. By making the Ads relate more to specific keywords and only a few locations targeted, the click-through rate started improving immediately.

Google Ads Case Study

As seen in the above graph, the cost/conversion rate decreased from April 2020 to August 2020 as compared to the same time frame in the previous year.

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 Shed Defender 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 Shed Defender 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 any information on  Digital Marketing, you may contact us or visit our website www.bmconsulting.in

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How To Rebuild Your Business After The Pandemic

How To Rebuild Your Business After The Pandemic

The year 2020 has proven to be a difficult year so far for businesses around the world due to the outburst of the global pandemic. Manufacturing units are shut down, supply chains are disrupted and companies are facing labor shortages due to the imposition of lockdown by their respective governments. All these factors have culminated in the disruption of global trade that has brought the world’s economy to a standstill.

Coronavirus impact on businessCoronavirus impact on business

As you can see from the graph given above, the GDP of countries across the world has been affected negatively due to this pandemic. Millions of individuals have lost their jobs as most of the businesses are on the verge of shutting down permanently. So, does this global economic downfall mean that your business cannot get back to its former glory post this pandemic? The answer is yes, it can.

Businesses in China, the country where this pandemic originated are slowly springing back to life. Most of the businesses in this country have started their operations already, though with strict safety measures in place. The world needs to develop similar recovery strategies that would slowly put the economy back on its feet and ready to move upwards on the graph once more.

Stabilizing your business after this pandemic is going to be a tough task, but it is not impossible. You just need to improvise your business strategies and redesign them to meet the requirements of the current market. You need to have a recovery plan that can put your business back on track once this crisis subsides.

Following is a list of few steps that you can take to restart your business after this pandemic:

1. Identify the Damage done to Your Business: Every business, big or small, has been affected due to this pandemic. You need to minutely study every aspect of your business and determine the area which has taken the most hit. For example, if your production unit is doing fine but your supply chain is hampered due to the lockdown, you need to concentrate your efforts in that area.

No business can flourish without a smooth cash flow which is the reason you need to identify the economic damage done to your business. If the damage is too high, do not hesitate to ask for funding from different sources to jump-start your business. Many governments have already offered economic packages to help rebuild the SMEs. Take help from wherever possible but just make sure that the influx of money is not hampered.

Identify the damage done to your business

2. Learn to Adjust to the New Way of Working: Lockdown has confined people to their homes which have forced companies to allow their employees to work remotely. Surprisingly, this model has proven to be cost-effective for many companies and they are planning on sticking to it even after the pandemic.

As a business owner, you must come up with new ways to make remote working engaging as well as productive. Also, never fail to address your employees’ concerns as they need to feel connected to their company. Remember, your employee is an integral part of your business and a business can only prosper if they are happy.

3. Develop new Business Strategies: This pandemic has changed the market in many ways which means that your previous business plans won’t bear fruit in this current situation. Take your time and restructure your strategies so as to meet the changing demands of the current market.

As a business owner, you will need to find out what problems your customers are facing right now and how well you can address them. For example, since restaurants are closed due to the nationwide lockdowns, restaurant owners have started doorstep deliveries and takeaways with amazing discounts to keep their businesses running amidst this crisis.

Develop new business strategies

4. Concentrate on Selling Your Products Online: Since the coronavirus has limited the public movement, it is wise to concentrate your efforts on selling your products online rather than through the physical market. Redesign your marketing strategies in such a way that they will help to regain the customer’s trust in your brand once more.

If you have a website, ensure that it is free of flaws and functions smoothly. Create innovative content and post it regularly on your website so that the customers will be aware of the steps you are taking to stay afloat in this crisis. Let them know that you are taking all the necessary safety measures at your manufacturing facilities and even during product deliveries to ensure a safe environment. This will help the customers keep their faith in you which will, in turn, boost your sales.

5. Prepare a Contingency Plan for the Future: At this stage, you would have understood how important it is to have a backup plan to tackle such emergencies. The COVID-19 pandemic has taught the world economy a lesson that it needs to be prepared for such scenarios because this kind of a worldwide disruption is not going to be the last one.

There are a lot of steps that you can take to ensure that your business does not get affected due to such global threats. For example, you can find ways to cut operating costs without disrupting your work culture to increase your profits. You can even focus on strengthening your liquid cash savings to ensure smooth cash flow in the midst of such an outbreak in the future. The crux is to learn from the current scenario and have a contingency plan to keep your business running.

Prepare a contingency plan for the future

To be frank, this situation is new to everyone in this world. We cannot comprehend how well the economy will bounce back after this pandemic but we do know that we have the determination and the skill to bring our businesses back to normal. All we need to do is give our 100 percent to our business and take every step required to get our sales charts on the upper side of the graph once again.

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

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Covid19 Impact On E-commerce Industry

Covid19 Impact On E-commerce Industry

The entire world is affected by the Covid19 pandemic since February 2020. Large as well as small scale industries have been shut down owing to the lockdown imposed by countries that have led to a huge drop in the global economy. The United Nations estimated that this pandemic can cost the global economy close to 2 trillion dollars.

This global outbreak has adversely affected business models and supply chain networks across the globe. Even the e-commerce sector has seen some unexpected buying patterns from the customers. The fear of this global pandemic has led to panic buying and people are hoarding essential goods with the intention of stocking up in order to sustain during this crisis.

Covid19 Impact On E-commerce Industry 1

Organizations have allowed their employees to work from home, which has led to a boost in in-home consumption. There is a high demand for personal hygiene products like hand sanitizers, floor cleaners, wet wipes, toilet papers, etc. Since the government has imposed a lockdown on malls and multiplexes to prevent social gatherings, people are buying groceries and other essentials online.

Due to this sudden spike in demand, online stores are finding it difficult to fulfill orders. The need for certain products has also led to an exponential increase in their prices. The closure of factories in many countries has hampered the supply chain, thereby creating an added pressure on the retailers. However, many retailers have slowly started to improvise their strategies in order to meet the growing demand for essential goods amidst this pandemic.

Covid19 has created a paradigm shift in consumer behavior. People have understood that this virus is going to be there even in the second half of 2020 and they have to learn to live with this reality. They have accepted a simple lifestyle and are sticking to the basics in order to sustain in the long run. People who used to stand in long queues at grocery stores before this crisis have understood the importance and benefits of online shopping and are likely to stick to it even in the future.

Covid19 Impact On E-commerce Industry 2

Prior to this pandemic, traditional retailers were focusing more on driving traffic to their physical stores rather than to the online ones. However, due to the increased dependency on online shopping, retailers would now need to concentrate more on developing their online presence in order to meet the growing demand. Personalized engagement will play an important role, especially with respect to essential commodities like personal care items and groceries as consumers seek increased communication and trust about the quality of these products.

Covid19 Impact On E-commerce Industry 3

When it comes to online shopping, people still fear of contracting the virus through the packages delivered to them. However, there is a very low possibility of such a contraction. According to the Centre For Disease Control (CDC), there is a rare possibility of the virus spreading from products or packages that have been in shipment for at least several days and did not come into contact with any sources of contamination after packaging.

The World Health Organization states on their website that the likelihood of an infected person contaminating commercial goods is low and the risk of catching the virus that causes COVID-19 from a package that has been moved, traveled, and exposed to different conditions and temperature is also low. If retailers are willing to take added caution like sanitizing the packages before delivery, ensuring that their deliverymen wear gloves and masks all the time and monitoring the smallest changes in their health, then it will be easy for people to trust this delivery system.

Though this pandemic has wreaked havoc across the globe, it has created an opportunity for e-commerce platforms to improvise their business strategies and mould themselves according to the current scenarios. In the end, the success of your business depends on how you adapt to the changing world around you and do the best with what you have.

For further information on  E-commerce Marketing, you may contact us or visit our website www.bmconsulting.in

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“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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