Quadrupling Website Traffic: 97% CTR Boost, 45% CPC Reduction, and Higher ROI.

The Client:

A burgeoning vegan wellness brand specializing in plant-based products, which had been operational for just one year. The brand focuses on promoting a healthy, vegan lifestyle and selling vegan products directly to consumers (D2C) through its online platform.

The Objective:

To improve the efficiency of Google and paid media campaigns by maintaining low Cost Per Click (CPC) and high Click-Through Rate (CTR), decreasing the bounce rate of search ads, and optimizing ad spend to lower costs and enhance results.

The Challenge:

The brand struggled with inefficiencies in its existing Google and paid media campaigns, which resulted in high CPC and low CTR. Additionally, the high bounce rates from search ads indicated poor visitor engagement, while difficulties in managing and optimizing ad spend led to suboptimal returns on advertising investments.

The Solution:

To address these challenges, a strategic approach was implemented:

• Restructured Campaigns: Existing campaigns were overhauled with a new, effective bidding strategy. Irrelevant keywords were removed, and ad copies were recreated to better align with the target audience’s interests and search behaviors.
• Account Management Review: An assessment of the current account management approach was conducted to identify and address related issues affecting campaign performance.
• Budget Management: The budget was allocated and managed strategically to ensure optimal utilization and maximize returns on advertising spend.
• Enhanced Ad Copy Techniques: Dynamic Keyword Insertion (DKI) was included in ad copies to make them more relevant to search queries. Responsive Search Ads (RSA) were utilized to improve ad performance, and additional online channels were explored for broader promotion.

The Result:

The initiatives led to significant improvements in campaign performance:

• Increased Website Traffic: Increased 3 to 4 times within a period of 3 months, reflecting a substantial boost in online engagement.
• Click-Through Rate (CTR): Improved by 97%, demonstrating a higher level of interest and engagement from potential customers.
• Cost Per Click (CPC): Reduced by 45%, indicating a more cost-effective approach to acquiring clicks.
• Return on Investment (ROI): Maintained between 2% to 2.5%, achieving a positive and stable return on advertising expenditures.

This strategic approach allowed the vegan wellness brand to efficiently capture consumer mindshare and optimize its D2C channel, setting a strong foundation for future growth and success in the competitive market.