Objective
Nicholas Charles Fragrances is an online brand offering fragrances inspired by designer scents for an affordable price. Affordability is their main focus and key selling point, as the fragrances they sell smell identical to the much more expensive inspired by scents but are sold for a fraction of the price.
Nicholas Charles Fragrances came to Castle looking for help to grow their business. They wanted to maximise sales through their eCommerce website through ads, which would increase their brand awareness, maximise conversions on the site and achieve a good return on investment.
Solution
To help grow their business and generate an increase in sales and conversions, we first reviewed existing performance across the site and previous ad campaigns. We noticed there was a high returning customer rate on the site, so one strategy was to set up retargeting ad campaigns on both Google and Facebook to aggressively target site visitors to encourage them to come back and make a purchase.
We also decided to set up several Google ads campaigns targeting relevant, high-intent keywords and competitor search terms to ensure the Nicholas Charles Fragrances site and products were at the top of Google when people searched for these terms to increase brand awareness and drive more new customers to the site.
Our in-house graphic design team created a range of social ad creatives promoting the fragrances, and our content creation team made videos with the products for ads, blind testing the public to see if they could tell the difference between high-end scents and the Nicholas Charles Fragrances version, and highlighting the huge savings.
Another strategy we’re currently implementing is setting up subscription service functionality on the site to allow customers to subscribe and save so they can regularly receive their favourite, or their choice of different, fragrances for a discounted monthly or quarterly fee. This encourages customers to purchase the subscription as they get the fragrances for cheaper but also allows the client to generate regular, recurring income.
Outcome
In the few months we have been working with Nicholas Charles Fragrances, we have already achieved significant year-on-year (YOY) growth for this client. Over the last 30 days, sales have increased by 72%, orders have increased by 71%, and the conversion rate has increased by a massive 239% compared to the same period last year. Due to our highly effective targeting, we have also managed to reduce ad spend while increasing revenue generated, saving money for the client alongside getting them more sales.
As the majority of the sales for this client come through ads, we looked at ways we could reduce spending while maximising sales. Therefore, as you can see, overall sessions have gone down, but we have achieved significant growth in sales and conversions as we have implemented highly effective targeting across all our ad campaigns. This reduction in traffic means there has been a reduction in spending alongside an increase in revenue. The ads we have produced and set up are high converting, so we have to spend less to generate more revenue as we’re targeting the right people who are far more likely to purchase, leading to an increase in sales.
Month to date, sales are up 82% compared to the previous year, with a 63% decrease in traffic and spending YOY. This proves that we are effectively targeting the right audiences, who are converting into sales, as the conversion is up 235%, and orders are up 84%.
If we look at the last seven days, sales have increased by 81% YOY, total orders are up 74%, and conversions have increased by 244% YOY. This shows we are providing continued growth for this company thanks to well-targeted and high-converting ad campaigns.
High-performing pay-per-click campaigns
To achieve this huge growth in sales, we set up several Google ad campaigns to increase brand awareness and target high-converting audiences. We set up several different campaigns, including performance max campaigns, display ads, text ads and Google shopping campaigns.
Our pay-per-click campaigns target people searching for high-intent keywords such as designer fragrances, luxury perfumes at affordable prices, men’s and women’s fragrances, competitor search terms, designer fragrance brands search terms, and other relevant keywords. This helps increase brand awareness as Nicholas Charles Fragrances products appear in the Google Shopping bar when searching for specific fragrances or brands, and text ads linking to the Nicholas Charles Fragrances website appear at the top of Google search results when searching for relevant terms and phrases.
We also set up specific ad campaigns for occasions, such as Mother’s Day and Father’s Day, targeting those searching for gifts. These search campaigns ran for a short period around these events to try to drive increased sales and target new audiences.
Overall, since we started working with Nicholas Charles Fragrances, our Google ads campaigns have run at a 6.13:1 average ROAS, and have reached millions of people and had thousands of interactions, showing we have successfully reached a huge audience of potential customers.
Engaging social ad campaigns
We have run a range of different ad campaigns for Nicholas Charles Fragrances on Facebook, utilising both static ads and video ads. With these ads, our aim was to not just generate sales but increase brand awareness. For the videos, our content creation team went out into the public with Nicholas Charles Fragrances and blind-tested the general public to see if they could tell the difference between this and a high-end fragrance and asked them how much they thought the fragrance was worth. These videos highlight how good the product smells and how much of a huge saving it is compared to the original designer fragrance, and are highly engaging.
The static ads focus on the USPs of the product, highlighting that it smells exactly like a designer fragrance at a fraction of the price and showing off the number of 5-star reviews they have to build trust with consumers.
Our Facebook ad campaigns have led to a 77% increase in sales through social media over the last 90 days compared to the previous period.
