Increased Revenue In One Year To $1.35M For Nikura
The Challenge
Expert Internal Marketing Team, but were not 100% specialised in Google Ads. There was no strategy that matched the brand's potential. Step in Big Flare.
Before Nikura joined Big Flare they were doing their best but did not really know what they were doing when it came to Google Ads. They had a Smart Marketing team that were really good at advertising as a whole but they were admittedly not experts in Google Ads specifically. Ultimately, there was no strategy in place that would help them achieve their goals.
They also did not have good data as their tracking was not set up correctly. Once they started working with Big Flare, results improved overnight. Before they were “flying in the dark”. - Michalis, Nikura
Developing a Clear and Defined Google Ads Strategy
From the moment Big Flare became involved, there was an immediate and noticeable surge in volume. Our team of Google Ads professionals quickly identified the most accessible opportunities for rapid gains within the account, providing instant results. Simultaneously, we crafted a comprehensive strategy for sustained growth. Below, we delve into some of the most impactful outcomes of our efforts.
“Big Flare helped us think of our products in more of strategic manner… because business is all about strategy really,” - Kunal
Developing & Expanding PMax Campaigns to over 23,000 Sales in 1 year
“Big Flare helped us think of our products in more of strategic manner… because business is all about strategy really,” - Kunal
Our main focus once engaged with Nikura was to expand their product offerings on Google. Our first priority was to expand from one PMax campaign with a few products running, to ensuring that all products have coverage. From Essential Oils, Fragrance, Gift Sets, Blends etc. we created PMax campaigns broken out by volume and margin. For example; Essential Oils had a different margin than Gift Sets so we were able to utilise different ROAS targets to ensure not only high performance but also as much converting traffic as possible.
From here we were then able to determine our Winner products. These products we kept in our original series of PMax campaigns while we moved the lower performing products into corresponding duplicate campaigns. We were then able to increase the daily budget to the Winner campaigns while maintaining performance on the lower performing products.
Massively Expanded Search Non-Brand Keywords Which Helped Increase Site Traffic by 610% Year over Year
Step 2 was to massively expand Nikura’s Non Branded Search Terms Campaign, adopting a philosophy that emphasises never assuming we've discovered all potential keywords. This approach ensures thorough exploration of all product, niche and business category terms. We then systematise optimisation of this search strategy, allowing us to uncover valuable opportunities for reaching their target audience and driving sales.
Comprehensive Upgrade of Google Shopping Data Feed
One of our top priorities was to embark on a comprehensive upgrade of Nikura’s data feed, addressing several key areas for improvement. Initially, we identified that titles, images, and product types were poorly optimised, potentially limiting the visibility and appeal of their products in online marketplaces. Leveraging our Account Managers expertise, we meticulously optimised each component of the data feed, ensuring that titles were descriptive and keyword-rich, images were high-quality and visually appealing, and product types were accurately categorised. Through this initiative, we aimed to enhance the overall presentation and discoverability of our client's products, ultimately leading to improved performance and increased sales.
Launched YT Retargeting with a 500% Return on Ad Spend
In response to a missed opportunity by a previous agency, we implemented a YouTube retargeting campaign for Nikura. We leveraged the platform's extensive reach and targeting capabilities to re-engage with potential customers who had previously interacted with their brand. Nikura’s products lend themselves to being purchased over and over again so following up with past customers with a timely message was a driver in building profitable volume. The results were impressive, with the campaign delivering a remarkable 500% return on ad spend (ROAS), within the 1st month, demonstrating the effectiveness of YouTube as a key component of our client's digital marketing strategy and highlighting the value of seizing opportunities for growth and optimisation.
Incremental Volume Through Bing And Geographic Reach
By expanding Nikura's advertising efforts to include Bing Ads and targeting new geographic regions, we significantly increased incremental volume and unlocked untapped market potential.
Recognising the opportunity to broaden our reach beyond traditional platforms, we strategically implemented Bing Ads to capture additional market share and reach audiences who may not be reached through other channels. Leveraging the power of Bing's platform, we optimised our client's campaigns for maximum performance, leading to a high return on ad spend (ROAS) and driving significant results.
Additionally, we identified that our client had the capability to ship quickly worldwide, yet they were not actively advertising in certain regions. To capitalise on this opportunity, we swiftly expanded our advertising efforts to target these new geographies, resulting in an increase in sales and revenue.
Conclusion
In conclusion, the partnership between Nikura and Big Flare represents a transformative journey from uncertainty to strategic dominance in the digital advertising landscape. Prior to engaging with Big Flare, Nikura, despite having a savvy internal marketing team, faced significant challenges in harnessing the full potential of Google Ads, marked by a lack of expertise, poor data tracking, and an absence of a cohesive strategy. The intervention by Big Flare was a turning point, bringing to the table a profound understanding of Google Ads and a strategic approach that was previously missing.
