About the business
Good skin and hair care becomes a priority to a lot of people nowadays in Europe and the United states. One company takes over the markets in Europe, USA and Australia. InaEssentials is a Bulgarian brand that specialises in organic care for different problems that a lot of people face.
The brand was created and released to the public first in Bulgaria in 2018. Since its massive success, the business owners started to research other markets. Nowadays InaEssentials actively operates in more than 25 markets. They first introduced their products in the UK in the beginning of 2021.
They quickly understood the importance of good marketing and online presence, so their Google ads account has been active since October 2021.
Our Work
SEOMAX and InaEssentials work together in the UK and over 20 more markets. We work jointly with their co-owner and marketing director – Borislav Yordanov. Thanks to our work together we are accomplishing the business goals and manage the marketing strategy for further development.
Google Ads Marketing
For the first 4 months of 2024 we have tested 16 different campaigns – Search, Dynamic, Performance Max, Video and Shopping. We started analyzing the data – clints’ behaviour, purchased products, converting urls and the purchase journey. We based our Google ads campaigns on our research’s results. Best performing ads for us were Performance Max and Dynamic. We tested different audiences and settings until a few campaigns reached ROAS more than double higher than our goal. For Performance Max we experimented with the banners and the audiences, while in Search campaigns we focused more on the different titles and their order.
Creatives we used in our ads
The Results
We will compare the results from January to April 2023 and January to April 2024 in the UK market:
- Conversions – +84.27%
- Conv. value / Cost – +19.11%
- Revenue – +123.15%
- Cost / Conv – +1.64%
- Conv. rate – -21.67%
- Cost – +87.02%
- Impressions – -26.84%
- Clicks – +14.62%
- Click through rate – +57.5%
- Cost per click – +64.58%
Summary
In the next months of 2024 we plan to not only maintain but also to improve our results furthermore. Together we will continue to achieve our goals.
2025 update
Until the end of 2024 we successfully created and managed 13 new campaigns. Experimented for the first time in this account with Demand Gen campaigns and had some great results beyond our expectations. We managed to maintain our results and until the end of the year improved the following ones:
Revenue – +6.32%
Cost per click – -72.41%
Click through rate – +31.44%
Clicks – +80.58%
Impressions – +52.06%
Summary
Our work is successful thanks to our great communication, constant testing and improving of the campaigns we have already done. With our mutual desire for improvement InaEssentials will continue to grow and succeed worldwide.
