Romantic Gifts Case - Nottabelle
Selling is not a product, but an emotion. This is the challenge that NOTTA & BELLE, with whom we collaborated in 2018. The company sells flower arrangements with delivery anywhere in the world. And their key product – a rose in a flask 🌹 – is a fabulous image brought to life, which, thanks to stabilization technology, can be stored for up to 5 years, but at the same time has a high price. It was on his advertising that we had to work.
- Client site – nottabelle.com;
- Google Ads advertising account.
Step by step the work was carried out as follows:
Getting to know the customer’s business is an important stage in our work. The first communication and the completed brief gave us the necessary idea of the product. A rose in a flask is an attribute of the fairy tale «Beauty and the Beast». It is bought as a romantic gift, a beautiful gesture, or if you want to impress a loved one. At the same time, the flower market is filled with similar offers. Consequently, we had to face a lot of competition and a high cost of clicks. Roses in a flask from NOTTA & BELLE is a premium segment, which is more expensive and better than many analogs. We took this into account when choosing audiences and creating advertisements.
The customer is located in the Czech Republic. Accordingly, advertising campaigns were conducted in Czech crowns (CZK), and all prices are presented in the same currency below.
Our goal was to increase the number of orders of roses in a flask from Europe, in particular from Germany and France. To do this, we set the following tasks:
- Launch search campaigns for Germany, France, the UK and Europe in general.
- Set up brand campaigns for Germany and France.
- Enable remarketing and dynamic remarketing to return to site for clients from France and Germany.
- Launch GDN for Germany and France.
- Customize Google Shopping .
What decisions did you make
To effectively set up campaigns, we made the following decisions:
- Get translators involved. We wrote announcements for the UK and Europe in English 🇬🇧. To create ads in French 🇫🇷 and German 🇩🇪 we collaborated with translators who received from us in Google Sheets the texts for translation, keywords and requirements for the number of characters.
- Minus non-targeted requests . Since a rose in a flask is associated with «Beauty and the Beast», it was important for us to get rid of all requests that relate to a cartoon/film/fairy tale, but do not relate to our product, while leaving only targeted requests (for example, «buy a rose as in beauty and the beast»).
- Reach the target audience . As already mentioned, many are interested in roses in a flask, but not everyone is ready to buy them expensively in the presence of cheap analogues. In order to draw attention to our product, they displayed its advantages in the ad, focused on quality and targeted the audience who is ready to pay for this quality.
Each search campaign created one ad group with targeted queries («rose under the hood», «rose from beauty and the beast», etc.). The rates were set manually, focusing on the cost of the 2nd and 3rd positions. And after receiving several dozen conversions, optimizing demographics, and another targeting, we switched to the smart Target CPA strategy.
We chose a thank you page after the purchase as a conversion. Also, goals were set for sending goods to the cart, subscribing to an e-mail newsletter, new goals were added during promotions. Having received enough data, Google Ads independently increased the bid if it thought the user would make a purchase.
In addition to the corporate strategy, we used a dynamic search campaign, which selected keys for the pages we specified. But the results of such a campaign turned out to be worse than those that we did manually. So we decided to stop her.
Tested France’s contextual media network and Germany, targeting an audience of luxury shoppers, people who go on dates, are interested in Valentine’s Day gifts 💝. However, GDN campaigns did not show the desired results, so they were soon disabled.
Remarketing and Google Shopping
During the work on the project, we tried various ways to attract an audience. We used remarketing and dynamic remarketing to return customers to the site. Some conversions were received almost immediately, but their cost in this case reached almost 1000 CZK. Therefore, we reduced budgets and continued to work with remarketing at lower turnovers.
Google Shopping showed a good result, but a lot of competition between products gave us a high cost per click, which could not be lowered by adjustments. As a result, Google Shopping had to be abandoned.
📌 Over the course of the campaigns, we have achieved an average conversion rate for all campaigns of CZK 313, which was completely satisfactory for the client. Considering that the conversions were configured only for purchases through the site, and some of them attracted visitors subscribed to the e-mail newsletter, we can say that the real conversion price is even lower.
Work on the project lasted six months, and during this time the largest number of conversions was brought by search campaigns to Germany and France, 190 and 129, respectively. The cheapest conversions (25-30 CZK) and the highest CTR (about 50%) were shown by brand campaigns.
In the process, we saw that the main leads come from mobile phones 📱. Then we analyzed the site and recommended the client to improve the mobile version in favor of speed and convenience, which was done.
Contextual advertising of premium goods in a highly competitive environment requires informed decisions. Working with NOTTA & BELLE, we tested different approaches to choose the most effective one. It was important for us to find potential customers and convince them to make a purchase. The greatest results were obtained by search advertising, interest in Selling ads helped the purchase, and Google smarter helped drive conversions.
Nottabelle.com would like to thank Web-Sci for effectively helping to achieve the organization’s business goals through PPC tools.
The agency’s specialists are attentive to details, ready for non-standard solutions to the client’s problems, show a high level of professionalism and responsibility. During the cooperation, the profitability indicators of the main directions of the company have been significantly improved. Each task is solved with a deep understanding of our interests and priorities.
Separately, I would like to note that the Web-Sci team has excellent communication with clients, not a single question remains unanswered. All adjustments in advertising campaigns are thoughtfully and promptly.
It should be noted with words of gratitude to the head of the Tula agency Ruslan Sergeevich for the systematic approach and everyday work! From the moment we started working together, working with Internet advertising has become more comfortable and efficient for us.
To summarize, we can say that working with Web-Sci we get excellent service and a high level of quality in all tasks, plus tremendous experience in Internet marketing.