case study
CPC advertising for luxury
bath vanities
Willow Bath and Vanity
Location
USA
Start date
January 2023
Category
Furniture
View
Website
Task
- Increase number of sales from PPC channel;
- Increase visibility in the market;
- Increase positions on Google search results;
Project features
- Luxury market with high prices;
- Almost no discounts for clietns;
- Showrooms in one state only;
Tools and services
Project description
The client came to us at the beginning of 2023 with a request to increase the number of sales in the social media channel, increase visibility in the market, especially in the state where showrooms are located, and prioritize the appearance in Google search results.
The store operates in the US market and has 2 offline showrooms in the state of Georgia.
Willowbathandvanity manufactures and sells premium bathroom vanities. Price range from $750 to $4,550. Cabinets can be with 1 or 2 washbasins, or without a washbasin, also on the website you can choose the cover, sink and faucet configuration options available for this model.
At the time of starting work with our agency, the client had already set up an advertising cabinet in Google Ads and launched a brand search campaign and a local company in the Performance Max format, which did not bring the desired number of conversions, and the action-conversion to purchase did not work.
Solution
CPC advertising for luxury bath vanities
4. Performance Max:
Performance Max for low-converting products, which in 3 months brought 1-2 sales conversions and without objects (ie, like usual shopping).
The results of work after a year of working with the client in comparison with the same period last year, as well as overall statistics for the year:
Advertising on META Platforms (formerly Facebook) for Online Store
Building upon our solid sales performance on Google Ads, we crafted a comprehensive promotional strategy for other advertising networks. With client approval, we commenced advertising on Facebook, TikTok, and Pinterest.
For Meta (formerly Facebook), we opted for the following tools:
- Advantage+ (currently the most effective campaign type)
- Dynamic remarketing to visitors and those who added items to their cart within the past 7 days
- Trade campaigns targeting specific interests
- Campaigns utilizing Look-alike audiences
Initially, we launched an interest-based campaign. This involved precise targeting based on furniture-related interests and broader interests in furniture with household income restrictions. Similar customization parameters were applied to catalog and video/banner campaigns.
While we observed initial sales, the cost per order remained prohibitively high. Consequently, we decided to pivot our strategy and launched an Advantage+ campaign based on sales data.
This strategic shift yielded remarkable results, boosting the number of Meta/Facebook-associated orders by over 200% while maintaining the same advertising expenditure.
Results for 4 months of campaigns (November-December – without Advantage+, January-February – switching to Advantage+):
Advertising on TikTok for Online Store
Initially, TikTok’s algorithms took some time to yield results, requiring approximately 2 months of training. However, once optimized, this advertising platform excelled in generating conversions associated with TikTok, boasting a low cost per acquisition (CPA).
Our initial strategies included:
- Dynamic remarketing
- Catalog sales targeting specific demographics, which was later halted based on analytics indicating that visitors aged 25-44 with interests in technology, sports, and skincare were more responsive.
Results after 5 months of implementation:
Now with TikTok, we have a sale conversion almost every day, and the ROAS for a month is more than 6000% on average.
Summing up the work with the client for the year, we have good results and a positive trend in scaling:
Promotion in 4 advertising networks and a significant increase in the recognition of the client in the market;
From 0 profit in Jan 2023 to ROAS 2063% in CPC channel in Jan 2024.
+2063%
ROAS for CPC channel
+200%
Sales increase
Results
Summing up the work with the client for the year, we have good results and a positive trend in scaling:
Promotion in 4 advertising networks and a significant increase in the recognition of the client in the market;
From 0 profit in January 2023 to ROAS 2063% in cpc channel in January 2024.
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