Curlygirlmovement +67% growth in sales

Based on in-depth market research, we decided to focus the SEA strategy on four pillars.

Cost savings and audience focus: We wanted to optimise the advertising budget and target women with curly hair specifically, who, after thorough analysis, turned out to be the ideal target audience.

Lowering cost per conversion: We aimed for significant cost savings per conversion, with an emphasis on women with curly hair as our main target audience.

Improving efficiency: Curlygirlmovement's SEA account had to perform demonstrably better, especially in reaching women with curly hair.

Content API: For Google Shopping, we used the Content API. This communication with the Merchant Center platform significantly increased the efficiency of managing Curlygirlmovement's Merchant Center account.

1. Tracking Transition to GTM: DGTLbase migrated Curlygirlmovement's tracking from traditional Analytics to Google Tag Manager (GTM), enabling accurate tracking solutions such as POAS.
2. Campaign Structure Redesign: The campaign structure was revised by splitting the account into different campaigns based on topics.
3. Optimisation of Bidding Strategies: Various bidding strategies were implemented and tested, with successful results such as a decrease in cost per conversion (-37%) and an increase in ROAS (+18%).
4. Google Shopping Automation with Labelizer: Within Google Shopping, we ran into a few issues, including the large number of products, high numbers of zombies and little automation. Because there are multiple products for each product type. A conditioner, for example, has multiple types (Light, Heavy, etc.) and can be available in multiple combo bundles. Each combination of type and bundle is treated as a product in the Merchant Center. Use of the Producthero Labelizer to automatically segment products based on performance into Heroes, Sidekicks, Villains and Zombies.
5. Branded Standard Shopping Feed: Implementation of a Branded Standard Shopping Feed to maximise brand traffic.
6. Standard Branded Shopping Campaign: A specific campaign to manage traffic from brand name searches and gain more control over performance
7. Landing Page Improvements with the SEO team: Technical CRO improvements, including load time optimisation, clear CTAs, A/B testing, navigation menu minimisation, a mobile-first approach, page title and meta description optimisation, secure checkout and behavioural analysis with Hotjar.