Tag Archives: Google Shopping Case Study

“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

Please follow and like us: