Our client, a leader in the hair accessories industry, offering high quality wigs, toppers, hairpieces and hair extensions. Available in both human and synthetic materials.
With current showrooms in Melbourne and Sydney, Australia locked down due to the Pandemic, the customer needed to pivot and feature the latest hair industry trends, designs and products online for delivery across all of Australia & New Zealand.
While the client had a stable online presence, they needed to scale their online advertising efforts and increase online sales and business. After running their campaigns with another agency for several months, they noticed they were not making the best of their budget and decided to reach out to SearchKings for help in order to increase their monthly revenue and ROAS.
Segmenting campaigns by search intent allowed us to allocate budget more effectively based on the different conversion rates and ROAS these campaigns bring:
For example, we might break down budgets as follows:
Promo vs Non-Promo Budgets
During non-promo days, budget would be much more limited to ensure there is enough budget for higher demand days while keeping an online presence considering their particular buyer’s funnel.
During promo days, budget would be increased 5X to allow presence until promotion ran out.