Background
GlowX, an online cosmetics brand, faced challenges with ad campaign structure and an unclear customer journey, leading to low ROAS.
Challenge
The brand struggled with:
- Poorly structured ad campaigns: Campaigns were not effectively segmented between cold audiences and retargeting.
- Unclear customer journey: Leads were not properly nurtured through their purchase decision process.
Objectives
- Improve the ROAS from 1.5x to 4x.
- Enhance the clarity and efficiency of the customer journey to increase conversion rates.
Implementation
Ad Account Structure Fix:
- Before: Campaigns were generic, targeting all audience types simultaneously.
- After: Restructured the ad account to separate campaigns targeting cold audiences with awareness-focused content and others for retargeting with conversion-focused ads.
- Result: This separation allowed for tailored ad content and bidding strategies, leading to a more efficient ad spend.
Customer Journey Fix:
- Before: The customer journey was inconsistent, with many potential customers dropping off mid-funnel.
- After: Mapped out a clear customer journey and implemented targeted nurturing campaigns at each stage, using automated email sequences and personalized retargeting ads.
- Result: Enhanced engagement and conversions from leads at different stages of the funnel.
Outcomes
- ROAS: Improved from 1.5x to 4.3x over six months.
- Conversion Rate: Increased from 1% to 2.5%.
