Groomie Club PPC Case Study

Challenges

RankingBySEO Inc. stepped in and analyzed the entire PPC campaign for the client. By going over every single element of the PPC for the client, we were able to find the primary issues that were causing the ad campaign to perform poorly. Here is what we found:

• Poor Engagement on Ads: The design of the ad and the copy were not targeted or relevant to the brand’s offerings, resulting in poor engagement.
• No Retargeting: There was no retargeting plan for the PPC campaign to re-engage the customers who have interacted with the brand before. 
• Low CTR: The hook and the visual quality of the images were below par. This is why the reach was quite low, and the CTR went down because of it. 
• Poor PPC Funnel Strategy: The existing PPC campaign for Groomie Club focused more on direct purchases rather than optimizing the entire user journey for conversions. There was not a proper funnel for the users to help them go from awareness of your brand toward the purchase in the current PPC strategy.

Solution

Once we had grasped the PPC issues, we started working on a brand-new ad campaign for the client to help them maximize their sales from the website. Here are the activities that we performed for the client:

• Enhanced Engagement: Created highly relevant ads with accurate messaging along with precise targeting to maximize engagement. Improved ad design along with its copy to engage the audience as effectively as possible.
• Precise Retargeting: Ran retargeting campaigns to help the client’s brand get in front of audiences who have interacted with the site before in their online journey. 
• CTR Improvement: Tested different media types, hooks, and visual elements to enhance the CTR for the campaign. Our focus was on identifying the exact PPC campaign elements that work best for the clients. 
• Robust PPC Funnel Strategy: We created a complete PPC funnel strategy that helped Groomie Club meet and engage clients on different stages of their buying journey. The funnel covered every aspect of the buying journey from awareness to to consideration, purchase, as well as strategic retargeting. 

The Results

The PPC campaign for Groomie Club delivered strong results with a focus on maximizing sales for the client. The results across prospecting, retargeting, and UGC video campaigns for Groomie Club the following:

• 350 purchases: Across the three campaigns, the PPC strategy generated 350 total purchases. Among those, 145 were from Prospecting, 95 from Retargeting & 110 from UGC Video Ads.
• $14.71 average cost per purchase: The campaigns spent $5.1k in total which resulted in an overall average cost of $14.71 per purchase.
• Retargeting: Delivered the most effective customer acquisition. The warm Audience campaign generated 95 purchases at $12.00 per purchase. 
• 548,990 total impressions: The three campaigns generated a combined 548,990 impressions, which gave Groomie Club a lot of substantial visibility online.
• Multiple campaign types supported scalable growth: The combination of different campaigns helped Groomie Club acquire new customers and re-engage warm audiences to bring down cost per purchase to about $14.71.

Overall, the PPC campaign delivered an effective purchase-generation strategy to our client, and they were able to generate 350 purchases from $5,145.00 in ad spend by the end of the campaign.