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Case Study: Men Essentials

Client:

www.MenEssentials.com

Type of Site:

MenEssentials.com is an eCommerce website that sells premium shaving, beard care, and grooming products for men.

The Situation:

MenEssentials.com came to 180fusion to get assistance in managing their Google AdWords accounts. Though the brand had been experiencing significant online growth, their Accounts (a primary account targeting Canada and secondary account targeting the United States) had not been generating sales profitably, and many Campaigns had been shut down in an effort to conserve budget. In order to correct these issues before the 2015 Holiday Season, they selected 180fusion as a strategic partner to rebuild the Accounts and to help restore profitability.

The Solution:

180fusion’s team of PPC experts began by building a brand new Shopping Campaign, complete with Ad Groups segmented by product line to allow for proper bid management at both the category and product levels. Next, all Settings for both accounts were audited, and improvements were made to Ad Delivery, Ad Rotation, Day Parting, and Device options to improve the efficiency of spending across all Campaigns. Finally, all Ad Groups received additional segmentation for increased keyword/ad relevance, old Remarketing campaigns were improved and re-enabled, and all bids were adjusted to match historical performance to current profitability targets for each product category.

The Results:

The restructuring efforts paid immediate dividends in both Accounts:

Primary Account (Canada):

Cost-per-Conversion was reduced by 71% and Total Conversions were increased by 79% in the first month of management!

By the 3rd Month of 180fusion’s management, the following additional performance improvements were achieved (despite a 52% decrease in total monthly spend!):

  • Average Cost-per-Click – Decreased by 57%!
  • Total Conversions – Increased by 151%!
  • Average Cost-per-Conversion – Decreased by 81%!
  • Total Revenue – Increased by 140%!

Secondary Account (United States):

Cost-per-Conversion was reduced by 55% and Total Conversions were increased by 588% in the first month of management!

By the 3rd Month of 180fusion’s management, the following additional performance improvements were achieved:

  • Click-through-Rate – Increased by 119%!
  • Average Cost-per-Click – Decreased by 56%!
  • Total Conversions – Increased by 500%!
  • Average Cost-per-Conversion – Decreased by 72%!

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