Scaling sales, revenue and ROAS for MeAmora
Luxury beauty brand, MeAmora, whose parent company are the US-based KISS, are one of the world’s largest manufacturers and suppliers of professional quality nails and lashes. MeAmora launched in the UK during the pandemic, and initially, they struggled to penetrate the market efficiently and effectively. Their previous agency were unable to generate many sales and a strong ROAS from Google, whilst the setup of the account was questionable, such as using ‘page views’ as a conversion goal at campaign level for optimisations, whilst Meta was only ever focused on retargeting. This meant they failed to bring in a steady flow of new customers, and instead relied on returning customers.
The client wanted to use Meta to grow their customer base, by targeting new customers and reducing their reliance on retargeting, and they wanted to increase sales and ROAS through Google. The client also wanted to use Meta to target Stylists. Again, their previous agency had struggled with this, and could only generate a handful of new stylists with a staggeringly high CPA of £2,000.
Rebuilding campaigns to achieve MeAmora’s goals
So, what did we do? We rebuilt Meta from the ground up. We started with fresh campaigns, fresh ads and fresh audiences. With a new campaign-mix and revised strategy, we focused on the objective of driving new customers to the brand, whilst continuing to use retargeting to sweep up the low-hanging fruit, such as abandon baskets, and browsers that showed high-intent, such as multiple page views and long dwell-time.
Regarding Google, we adjusted all conversion goals to only include the most valuable conversions, such as sales. This was done to ensure campaigns started optimising to meaningful data. We also began rolling out new campaigns across Google, built with all best-practices in mind and geared towards generating healthy sales volumes at a strong ROAS. Bid strategies were also upgraded to bid to value with a ROAS target, whilst ad copy was rewritten, improving ad strengths from ‘Poor’ and ‘Average’, to ‘Excellent’.
We also started moving away from Performance Max and pushing budget and spend into traditional Shopping campaigns to cut wastage and focus on the highest performing networks and channels.
“We chose Starlight for their actionable insights and strong track record in our industry. They’ve taken the time to thoroughly understand our product range and bring exceptional expertise as a Google Premier Partner.”
The results speak for themselves
If we look at the year on year data since we took over the Google Ads and Meta Ads accounts, all major KPIs have improved significantly with sales, revenue and ROAS all growing. ROAS grew from 342% to 450%, whilst revenue increased a massive 47% (representing significant financial growth).
Stylist acquisition is also a success as the CPA is now much lower
As mentioned above, the previous agency struggled to acquire Stylist’s for less than £2,000 per Stylist. This meant the campaigns were only ever tested in short bursts and were never viable to sit alongside the BAU always-on campaigns. Since we’ve taken over this activity, the CPA has been much improved and now sits at £200, representing a 90% reduction in CPA. This activity is now more viable and profit-generating, and is part of our always-on strategy and campaigns.
If this case study resonates with you, and you’d like to learn more about how we can help your business or brand grow, please don’t hesitate to contact us today. We’d love to be put to the test.