PPC Campaigns for BFCM 2022

#google ppc #high season marketing #keyword ad #website conversion

How it started:

Pyunkang Yul is a clean beauty, skincare brand with a several hero products such as Essence Toner.
In Novemver BFCM season, increasing sales value and volume was the essential goal.
As one third of the traffic / sales are from Google Search Ads, initiated a meeting for setting a budget for campaigns with E-Commerce Marketing manager.

How I began with:

- Brands' avg. recurring customer rate is around 25% and their sales is taking up around 35% of entire sales.
- In order to maximize the order volume and value, target the existing customer and brand keywords as they tend to be a recurring customer on high season.

Action plans:

Plan and execute a marketing funnel
a) Create a promotion landing page on website by cooperating with E-Commerce team for first time visitors to view contents and sign up.
b) Execute Google PPC Campaigns that are targeting custom segmentation. Set up a campaign objective, decide focusing SKUs to pull up the relevant KW, budgeting with marketing manager.
- Specify kw groups and collect target interests, main products by age group.
- Create ad banners with highly integrating keywords.
c) CRM, Email marketing to remind promotion details and potentially transfers to conversion.
- Launch on-site pop up messages to the users who visited website through google ppc campaigns.
- Create a new visitor segment and execute email marketing.

Results:

Sales from Google Search ads increased by 250% compared to October with ROI 6.95 and overall cov. rate 8.2%.