The diet industry is an exceptionally competitive one. In 2010 a US company hired us to raise awareness and increase sales for its weight-loss supplement. We had to find ways to expand the brand’s online reach while keeping campaigns cost-effective for the client.
Putting together a strategy with an indefinite budget!
The company wanted to expand online reach and grow its customer base in all geographic markets. We weren’t given a clear budget, but rather a maximum cost-per-sale. From there, our experts went to work developing a multi-platform strategy that would:
- Build a strong base to establish brand awareness
- Streamline and refine existing advertising messages and targets
- Develop rollout campaigns across a variety of platforms and networks
Start with PPC of course
To create immediate traction and impact, we set up paid search campaigns, using Google Adwords and MSN Adcenter (now Bing Ads). PPC was selected first because of its precise targeting and high ROI opportunities. Also, its ability to easily test different marketing messages would help us define what was most appealing to the audience.
The campaigns immediately brought an influx of new buyers, creating additional funding for us to launch other platforms. Although the campaigns expanded far beyond paid search, it remained a core component of the digital marketing plan throughout.
What else did Google have to offer?
To reach a broader audience while simultaneously growing the brand’s online sales, we introduced text and banner advertisements on the Google Display Network. Through this medium, we were able to advertise on webpages in each market based on:
- Contextual targeting, displays ads with a webpage topic
- Individual site targeting, places ads on specifically relevant sites
- Interest targeting, shows ads based on a user’s online behavior and interests
- Demographic targeting, displays ads on sites that served a specific age range or gender
This strategic combination helped to increase customer reach by more than 300%.
The emergence of the mobile user and remarketing
As the digital world continued to evolve, we added mobile advertising to the mix. Targeting the user “on the go”, ads were simplified to fit within a few inches of screen space. We tested ads specifically for tablets too, targeting landing pages with less graphics and shorter load times.
This wave of digital marketing advancements also enabled the concept of remarketing. Finally, there was a way to show ads to people who previously visited the website. Any digital marketing guru will tell you, these are some of your best potential customers. With remarketing we individually targeted people who had either:
- been on the website but had not made a purchase; or,
- added a product to the shopping cart but did not checkout; or,
- previously bought the weight-loss supplement.
Each group of users was shown a customized offer to convince them to buy, or buy again. With our use of branded ads, remarketing also helped increase top-of-mind awareness among people looking for weight loss products.
Together, mobile advertising and remarketing resulted in another large surge in conversions, along with a 30% reduction in the average cost-per-sale compared to previous campaigns.
If you would like to know more about how we can achieve similar results for you, then call AIM at+1 (855) 380-2176 or email us email@example.com to get started!
More banner ads? Yes please
Fueled by these successes, third-party display platforms were next. To ensure the most cost-effective campaigns possible, banner ad space was bought directly from relevant industry websites, as well as through ad networks and demand-side platforms.
Using algorithms and user profiles, we targeted the best possible customers based on their demographics, location and internet browsing behavior. This expanded the brand’s reach among its highest-converting demographics, while bringing in extra sales in the process.
The Facebook Exchange (FBX) effect
In this day and age, what marketer doesn’t use Facebook in some form? We began to take advantage of the power of Facebook, especially its Facebook Exchange (FBX) platform. With real-time bidding, FBX allowed us to leverage Facebook user information and bid on ad placements according to a person’s predictive likeliness to buy.
Affiliate marketing – the zero risk option
To ensure that we fully maximized all available market opportunities, we rounded off the digital strategy using affiliate marketers. As this is ‘Cost Per Acquisition’ advertising, with payments only made on actual sales, it’s a zero risk way of ensuring extra sales without exceeding budget. Wow! And what were even more amazing were the results.
The result? Dramatically increased sales
Since the beginning of the campaign, we have helped our client increase it’s weight-loss supplement sales by over 500%. The product grew to become an internationally recognized brand in each market. Stay tuned, because we’re still working with this client. You never know where we’ll branch out to next…