Bioglow is an online store in the biomass heating space bring quality wood fuel. The company was founded in 2011 and has a paid-in capital of £115,700. Prior to the start of our wood fuel retail and wholesale activities, we implemented a number of innovative power and heat plant projects across Europe.
They were already an established brand name with a diverse customer base, but it was clear that two external factors were posing a threat to their market share.
Consumers were not only shifting to a mobile-first shopping experience, but they were more likely than ever to aggressively comparison shop before making a purchase decision. Meanwhile, dozens of competitors, ranging from other wood fuel competitors to the likes of Hotties, were popping up in the PPC arena.
It was clear that they needed a team to come in and execute a well-rounded PPC strategy.
When Bioglow first approached us they were unable to gain traction and positive returns from their ads. With biomass heating the users is normally looking for free delivery and high quality wood.
TWO BUYER PERSONAS
Bioglow has a handful amount of products that can be used by different customers. They appeal to customers looking for a winter stock-up of wood for their fireplaces or wood burners, only purchasing once or twice a year. The customer base ranges from first-time buyers that aren’t familiar with the different type of woods or seasonal buyers.
With the two different audiences, we found that the first type buyers were never sure which type of wood to buy and were seeking more information on the different wood fuel. While the seasonal buyers repeatedly bought the same product.
And many of these users all began their process with variations of the same broad search queries.
We needed to find ways to segment our campaigns so that each user was being served the most relevant, optimal advertisements and shopping experience.
OPTIMISING CHECKOUT PROCESS
When we began our partnership in October of 2019, Bioglow was looking to optimise their website to increase their sales rate. They lacked an optimised checkout process and therefore it was affecting the website conversion rate as we were losing 62% of the traffic from basket to address page. The biggest drop in traffic for the checkout process was mobile devices, and they were going to lose out to the competition if they didn’t have a mobile checkout optimised.
Our team needed to find a way to maintain and scale a profitable mobile presence while trying to keep desktop conversion rate the same. This would require advanced bid strategies and audience targeting, paired with an extensive understanding of the buyer journey, attribution models, and cross-device conversion tracking.
With a lack of proper tracking set up and campaigns that needed restructuring, the Bioglow PPC accounts were at a crossroads of having to choose between profitability and total revenue. The introduction of new competitors was driving up the average cost-per-click. We decided to increase the conversion rate and reduce the cost per sale so that we had more advertising budget to help increase the Bioglow revenue so we can start to take back a percentage of the market share.
We had our work cut out for us.
Within 4 months we helped Bioglow profitably scale their digital advertising efforts and map out a long term growth strategy. We’ve used data to discover what was causing the checkout issues and how we can fix the problems to help lower the cost per sales while increasing the conversion rate.
LOWERING COSTS & WASTED SPEND
In ultra-competitive ad auctions, it’s imperative that you’re doing everything you can to keep your costs as low as possible.
We relied on extensive search query analysis and negative keyword lists to cut wasted spend. We wanted to limit the number of ad impressions served to users we deemed less likely to convert. Not only would this prevent wasted spend on that first click, but it allowed us to improve the quality of our remarketing lists and work toward our goal of effectively segmenting buyer personas. We also used negative keyword lists to sculpt our traffic to the most relevant ads and landing pages. This helped lower bounce rates and increase site engagement.
MANAGING COST PER CLICK
Early on we decided to rebuild every single campaign and create extension negative keyword list to help reduce wasted ad spend which helped us lower our cost-per-click while staying competitive.
Reduced CPC translated to reduced cost-per-conversion, which then allowed us to experiment with new campaigns or initiatives that would otherwise be too risky.
Prior to our partnership, Google Shopping had not been optimised by previous agencies and freelancer and therefore provided us with a tremendous opportunity. We quickly found that regardless of bid, we were not able to show Google Shopping ads for the highest quality, bottom of the funnel search terms that were most valuable to us.
A misunderstood technical aspect of Google Shopping campaigns is the use of an invisible Quality Score metric that helps determine your ad rank, and ultimately how much you’ll pay per click. It was clear that the Quality Score of our shopping feed was the root of the issue, and we applied several techniques to quickly turn this around.
Effective remarketing strategies were the most significant aspects of our growth. We used advanced conditional logic inside Google Analytics to collect and segment lists of users based on specific search queries they used, pages they visited, previous buying behaviour and more.
This allowed us to use unique bid strategies for our search and shopping ads for users, and develop display campaigns that were relevant and targeted to the users’ specific interests.
We also pinpointed specific areas of the buying process where users would leave the page to comparison shop, and were able to improve our ability to either keep them on the page or bring them back shortly thereafter.
Finally, this helped us achieve more clarity regarding our buying personas.
Overall, our PPC management increased net revenue by more than 51% between Nov 2019 – 29th Feb 2020 compared to last year period. We achieved this by identifying niche areas of opportunity while staying focused on the big picture and long term growth.
We were able to achieve growth in total sales, including an increase in Google conversions by 319%, while sustaining or improving the profitability of our efforts, including an 65% increase in conversion rate by improving the checkout process.
Bioglow mission is to bring quality wood fuel, via the internet, direct to customers and wholesalers, at the most competitive prices in the market.
Consumer Goods and Services