Increasing Revenue To $844K/Month and CVR by 115% For Ogee Skincare

Ogee is a fast-growing luxury skincare brand that’s committed to creating the highest quality collection of high-performance certified organic beauty products. Their philosophy is that top end beauty products do not have to be damaging to the environment, and they’ve obtained organic certification by NSF, a strict, internationally recognised standard for personal care products.

A Previous Agency That Wasted Spend

When Ogee first came to us, one of their main struggles with their Google Ads campaign was that the previous agency was not transparent about where sales were coming from. Ogee were worried that all the results (Brand and Non-Brand campaigns) were being lumped together in one campaign and this was leading to a lot of inefficient, wasted spend. They felt they did not have a clear view of the campaign and wanted it better-organised with clearly segmented Brand vs Non-Brand, and reporting to match.

“Before we started with Big Flare, there was a lot of money being wasted on terms that were just not profitable. Now, there’s a much more organised system. Ad spend is so much more efficient now.”

— Alex Stark - Co-Founder & CMO | Ogee Organic Skincare

Restructuring To Clearly Segment Brand

We started out the engagement by restructuring the campaigns and reporting to better reflect the split of Brand vs Non-Brand traffic. This allowed us and Ogee to clearly see which keywords were actually driving incremental revenue.

We restructured both the Search and Shopping campaigns which then allowed us to create much clearer reporting. New bid strategies were employed so that we could aim Brand and Non-Brand for separate targets.

Building Out New Targeting

Having restructured and segmented Non-Brand efficiently, the next step was to build out the Non-Brand keywords with the goal of bringing in more fresh, new users to the site. The account had a long history of search terms data that we could immediately leverage to create a strong list of potential high performing keywords to add. This list was then supplemented with our own extensive keyword research. This keyword research led us to discover many highly relevant keywords that had never been tested or added to the account before.

Creating A New Shopping Ads System

Experimentation is a core part of what we do at Big Flare. For Ogee’s Shopping campaign, we started out with our own best practice Shopping Ads campaign structure but soon developed it from there.

Within their main Shopping campaign, it was clear that some products were performing much better than others. Because of the way Google’s bidding algorithm works (it only cares about the campaign average ROAS, not the ROAS of individual products) we saw that having high performers in the same campaign as low performers was making Google bid too high, at an unprofitable ROAS, for the lower performing products.

We then created a new system which we now call “ROAS Tiering” for Shopping Ads. Products were segmented into 4 tiers based on their ROAS performance. Each tier was given it’s own unique Bid Strategy and Target ROAS. This allowed us to increase revenue on top performers, while bringing the ROAS of low performers back up to an acceptable level.

Within 2 months this new strategy resulted in a whopping 220% increase in Shopping Ads revenue.

Fast & Responsive Client Collaboration

Like many advertisers in 2021, the advent of iOS 14 had caused Ogee’s Facebook Ads campaigns to become unstable. They were thus looking to experiment with budgets and targets in Google in order to makeup for as much of the shortfall as possible.

Fast and responsive collaboration with Ogee helped ensure a tight feedback loop on budget and bidding tests. We made sure to keep up a weekly meeting rhythm, plus we connected with Ogee directly in their Slack workspace, to ensure that even between weekly meetings we had a fast response time.

Implementing The Big Flare Way

Here at Big Flare we’ve spent 10 years developing our own “Big Flare Way” of building and optimising high performing Google Ads campaigns. We implemented these best practice account systems into Ogee’s account and then adapted and evolved them to best suit the unique challenges for our client.

For example, search Campaigns were segmented into “Discovery” campaigns and “Performance” ones. Search terms data from “Discovery” was then used to fuel the keyword lists of “Performance”. We call this account structure the Seed Mining Method and it’s one of the many unique systems we employed here and on most of our client accounts.

If you’re interested to know more about The Seed Mining Method, this video dives into it in greater details. This is just one of the dozens of systems we’ve created to create the kind of results that Ecommerce stores dream of.