How I Helped EMIA UK Grow First-Time Customers by 22%
£100,000 incremental sales generated
22% Increase to first-time customers
510% ROAS achieved
£8.40 New customer acquisition cost
The Results:
22%
Increase to new customer acquistion
510%
ROAS Achieved
£8.40
Cost per new customer
£100k
Incremental sales generated
The Goal
EMIA is an online eyelash extension supplier serving lash techs and salons across the UK.
Despite having a 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 in the UK as well as 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
Goal Alignment and Research
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 then 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.
The Approach
Now that research was behind us, and our goals were aligned, we set our sights on implementing our findings, and creating EMIA's new Google Ads campaigns.
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 then 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
There is a lot of search demand for eyelashes, with varying intent. Managing ad spend is critical as budget could easily be wasted on 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.
Using our custom feed, we tailored all product attributes to ensure we rank high for high-value keywords.
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We also leveraged Product Studio in Google Merchant Center to create new product images that stood out from the large competitors.
Geo Expansion to US Market
12 months later, I was tasked to support EMIA’s step into the US market.
We implemented a full Google Ads 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.
