22% Increase to New Customer Acquisition for EMIA Lashes
Google Ads
E-Commerce
The Challenge:
EMIA is an online eyelash extension supplier serving lash techs and salons across the UK.
Despite having a very loyal customer base already, EMIA was struggling to find new customers from their existing marketing channels.
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I was tasked with the goal of setting up Google Ads from scratch, securing new customer acquisition, and supporting their venture into the US market with profitable Google Search & Shopping campaigns:
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Full Google Ads account setup and management
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Google Shopping feed creation and management
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Profitable new customer acquisition
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Increase top-line sales revenue
Google Shopping Setup:
The first step to securing new customers was to implement a new product feed for Google Shopping.
Due to the massive amount of SKUs in EMIA’s product range, we opted to create a custom feed featuring the best selling SKUs historically.
The product feed was optimised based on thorough keyword research.
Our goal was to achieve strong positions on high-value keywords and cement the brand amongst top competitors in the space.
Positioning on High-Value Keywords:
Whilst there is a lot of search demand for eyelashes, managing ad spend was critical as budget could easily be wasted on very broad terms that do not lead to conversions.
On top of very diligent keyword management, we also kept on top of negative keywords regularly and ensured our ads were optimised for bottom-of-funnel searches such as specific colours, lash types and lengths.
This was also a major influence for our decision to run a custom product feed rather than a website import.
A custom feed allowed us to tailor product attributes and rank for our high-value keywords.
Geo Expansion to US Market:
To support EMIA’s step into the US market, we implemented a full account setup and campaign funnel to secure customer acquisition whilst organic conversions were still picking up pace.
We took what was working in the UK market and adapted ad copy, product attributes and landing page content in order to match US consumer behaviour.
We very quickly achieved strong ranking in the US which not only secured sales early in the business cycle, but also helped to raise brand awareness at the time EMIA needed it most:
The Results:
22%
Increase to new customer acquistion
510%
ROAS Achieved
£8.40
Cost per new customer
£100k
Incremental sales generated