Pay Per Click – Cosmetics Sector

Background & Goals

The Client is a player operating in the cosmetics sector in the Italian market.

The customer, before the start of the collaboration had invested in Media Buying without being able to achieve satisfactory ROAS results.

The customer’s goal was therefore clear right away:

Increase ROAS

Strategy & Actions

In the initial phase of the collaboration, WebGas created an action plan including initial setup activities and continuous optimization actions. Some of the key activities identified are:

  • Definition of Buyer Personas;
  • Customer Journey Analysis;
  • Omnichannel Media Buying Strategy;
  • Data Measurement and Tracking Strategy;
  • Integrative and Interactive Dashboard;
  • Lead Generation Strategy.

After a short period of testing, aimed at identifying the best performing channels, audiences, creatives and copy, the campaigns were scaled in the various phases of the Customer Journey.

Results

The results achieved in the period November 2019 - July 2020 have been summarized in the following KPIs.

5,5x

Facebook ROAS
Facebook Return on Advertising Spend 5,5x

3,3x

Google ADS ROAS
Google ADS Return on Advertising Spend 3,3x
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