SEO FOR CPG BRANDS: CASE STUDY
Client Success Story: Core Nutritionals & The Google Ads Breakthrough
Armed with data-driven insights and a deep understanding of the supplement market, Virtual Connex devised a 3-month Google Ads sprint. Our strategy was multifaceted, integrating search, shopping, and the innovative Performance Max ads to cast a wide yet targeted net.
The
Background
Core Nutritionals had been hitting a brick wall with Google Ads due to the strict policies around health supplements. Despite offering fully tested and legal products, they faced the common industry hurdle of product blacklisting and account suspensions. Enter Virtual Connex, with our blend of compliance savvy and advertising acumen.
The
Challenge
To not only launch but also sustain a successful Google Ads campaign for Core Nutritionals amidst stringent restrictions that had hampered their previous digital advertising efforts.
The
Strategy:
- Site and Product Optimization: Meticulous edits were made to the site and product descriptions, ensuring adherence to Google’s strict guidelines without diluting the brand’s impactful messaging.
- Manual Reviews and Advocacy: Leveraging our strong relationship with Google, we pushed for manual reviews, advocating for the legitimacy and quality of Core Nutritionals products.
- A Tailored Google Ads Sprint: With the green light from Google, we initiated a 3-month targeted campaign utilizing search, shopping, and Performance Max ads.
The
Impact
- Unprecedented Conversion Rates: The campaign not only went live but thrived, boasting a 9% conversion rate—previously unheard of for the client.
- Exceptional CPA: A cost-per-acquisition of $16.97 maintained profitability on average cart orders of $76, showcasing the efficacy of our carefully calibrated approach.
- Highlight on Creatine: We saw soaring performance in creatine sales, a standout success contributing to an exceptional holiday sales season.
Ready for your own success story? Let’s talk about how Virtual Connex can help you navigate the digital advertising landscape and achieve results that exceed expectations.
Case Study:
Sports Gear and Apparel Store
The
BUSINESS OVERVIEW:
The
OBJECTIVE:
The client wants to increase its online sales and revenue while maintaining a profitable return on ad spend (ROAS).
They aimed to achieve this by investing over $70K per month in online advertising with the team effort of our Google Ads experts.
The
CHALLENGES:
The sports gear and apparel industry is highly competitive, with several established players and new entrants competing for market share. Their products have high competition and demand. Furthermore, the client faced the following challenges:
1. Limited Brand Recognition: The store was relatively new in the market, and customers were not yet familiar with the brand.
2. High Cost Per Click (CPC): The cost per click for sports gear and apparel keywords is often high, which can drive up advertising costs and affect ROAS.
3. Seasonality: The demand for sports gear and apparel is seasonal, with higher sales during specific periods like summer, spring, and back-to-school season.
The
SOLUTIONS:
The following solutions were implemented to address the challenges and achieve the objectives:
1. Brand Awareness Campaigns:
The store invested in a mix of social media, display, and search ads to increase brand awareness. They created engaging ad copies and visuals highlighting their unique selling points, such as high-quality products, competitive pricing, and fast delivery. They also ran influencer marketing campaigns to tap into their followers’ loyal audience andgenerate social proof.
The
Targeted Advertising:
The store used a mix of search, shopping, and display ads, targeting specific keywords, demographics, and geographies.
They used ad scheduling and bidding strategies to keep advertising costs low and maximize ROAS.
They also used dynamic ads to personalize ad copies and visuals for each user.
The
Conversion Rate Optimization (CRO):
The store optimized its website’s landing pages and checkout process to improve conversion rates. They used A/B testing to identify the most effective designs, copy, and visuals. They also optimized their website’s loading speed, checkout process, and payment options to reduce friction and improve user experience.
The
RESULTS
The solutions implemented helped the store achieve the following results within a period of three months:
Increased Sales: We’ve generated over $1.25M in revenue, which represents a significant increase in online sales.
High ROAS: We achieved a 6X return on ad spend (ROAS), which was higher than the industry benchmark, i.e., 4X.
Improved Brand Awareness: The store’s brand recognition improved, with more customers recognizing its brand and products.
Lower CPC: The store’s cost per click was reduced, leading to a lower advertising cost and higher ROAS.
The
CONCLUSION:
The sports gear and apparel industry is highly competitive, and success requires a strategic approach to online advertising. By focusing on brand awareness, targeted advertising, and conversion rate optimization, we were able to achieve its objectives of increased online sales and revenue while maintaining a profitable ROAS.
The store’s success underscores the importance of a holistic approach to online advertising that balances cost and revenue.
