About the brand and the challenge
URBANER designs safe, high-quality electric clippers for many uses, including shavers and clippers for men, women, children and pets, sold both online and in stores.
To introduce more people to its quality, Taiwan-crafted products, URBANER uses online advertising to share its brand story and product information. Clippers need more awareness and trust than fast-moving consumer goods, so the brand used a range of ad types and goals to build a complete customer journey. But after adding awareness ads, overall conversion cost and momentum did not improve noticeably, and the brand needed a more effective and flexible media mix.
CloudAD’s approach
In the past, the brand set budgets for each medium by marketing goal before launching. As customer journeys become more complex, brands need a more flexible media plan.
To find out why conversions had stalled and why performance fluctuated, CloudAD analysed media, optimisation goals and products, and found that conversion stability was closely linked to product price. For lower-priced products, CloudAD kept running search ads. For higher-priced products, where the conversion journey is longer, we reviewed each medium’s contribution to conversions and assisted conversions and redesigned the media strategy.
To strengthen search ad conversions for higher-priced products, CloudAD added Performance Max to expand exposure and traffic at the top of the funnel, and changed bid strategies and ran campaign experiments to maximise revenue.
- Capturing conversions with search ads: brands often use value-based bidding to raise revenue. Higher-priced items bring high value, but price lengthens the decision cycle and raises the cost of each order. CloudAD started from business goals, made increasing order volume a second objective and added conversion cost control to bidding, so the brand could sell more high-priced products with the same budget.
- Finding new demand with Performance Max: Google offers many ad types for a full-funnel strategy, but when budget is split across them, there is no common standard for optimisation and budget is hard to move. CloudAD recommended Performance Max, which lets the system show ads in the right format on the right channel based on current performance. Performance Max brings together Google’s ad formats, reaching highly relevant audiences through flexible placements and lowering overall conversion cost. To capture potential customers at every stage, we also set up campaign experiments with different goals, increasing order volume and pursuing higher return, to reach new peaks in ad revenue and conversions.
Results
- Conversion value up 70% year on year
- Conversions up 1.5 times year on year
Looking for a breakthrough in sales? Get in touch and CloudAD will use data to build a revenue strategy around your products.
