Beauty giants Benefit Cosmetics challenged us to improve their PPC. We delivered.
The Challenge
Global beauty brand Benefit came to us in 2014 with the challenge to improve their ROI and CPA figures through PPC in the UK. Benefit also wanted to utilise their data to make smarter business decisions.
Liberty have game-changed this eCommerce marketing channel for us via their rigorous approach, coupled with continuous testing and optimisation. As a boutique agency, they are responsive and agile and can respond to our business needs quickly, behaving as if they were part of our in-house team. Lorna Westwood Head of eCommerce and Digital
Our Approach
In order to achieve Benefit’s goals, we implemented a number of PPC tactics:
• Restructured existing campaigns by using a more thorough approach to keyword match types, keyword segmentation, advert split testing, advert placement and negative keywords
• Added additional tracking codes in order to analyse what messages were working and increase the amount of data available
• Optimised Google Shopping bids and product selection based on ROI
• Made recommendations and design ideas for product pages helped engage users, made them aware of special offers, and therefore increasing conversion rates
The Results
Benefit’s return on investment has seen significant increases since we started working together.
“We’re extremely pleased with the results; not only the increased revenue and orders from this channel but more importantly the increase in ROI which demonstrates real strategic thinking.”
