|    Overview‍

This established female beauty brand needed to drive end of year sales for it’s temporary hair dye product lines, which meant sending users to physical Sally's Beauty Supply stores across the country to buy this client’s products. However, the client was not able to offer the same $4 off coupon that all prior campaigns utilized, so the true goal was to maintain conversion volume as previous campaigns to the highest degree possible, despite not having this strong click and conversion offer incentive. With most of its customer base aging at a time where fashion trends encourage embracing grey hair instead of using dyes, the client sought to target a younger audience to expand customer base to the next generation of customers. By embracing hair color search trends, we found opportunities to utilize deeper existing awareness than what other campaigns had discovered, as well as generate new customers based on testing previously untapped search terms and research.

|   Goals

• Maintain conversion volume despite removal of coupon offer
• Expand to younger audiences

|   Problems

• 25% reduction in budget
• No coupon
• Aging audience has declining affinity
• Gray hair trend
• No prior negative keyword research or refining of search volume 

|   Strategies

• Analyze 28,075 search terms to determine future keyword strategies and build negative keyword list
• Update all ad creative to address what users were seeking based on these newly targeted keywords
• Take advantage of several under-utilized capabilities within the Google Ads platform such as numerous bid adjustments, location targeting, ad scheduling, extensions, etc that had not been previously implemented in prior campaigns despite the account being in use since early 2017
• Create a brand campaign to expand existing customer base
• Create tracking for store locator click actions in order to get the best data possible for conversions now the we weren’t able to use the $4 off coupon
• Target radius of 5 miles within Google My Business listings of each of the 3,321 Sally Beauty Supply store locations

ABOUT THE CLIENT
This temporary hair dye product line is owned by one of the top brands in the beauty industry. As this product line is a trusted brand name itself, whose sales have spanned generations, the client distributes the products through big box stores as well as retail chains, namely Sally Beauty Supply. This product enables customers to easily change their look and promotes quality and confidence. 

TYPE

Brick and Mortar Storefront

INDUSTRY
Health & Beauty

SERVICES RENDERED

• PPC Management
• Phone Tracking
• Landing Page Creation
• Conversion Rate Consulting