From September 2019 to June 2020, we at the agency worked on setting up and optimizing contextual advertising for the online cosmetics store Beautydiscount.ru. Since a lot of work has been done, we will describe our experience of working on the project in three articles. In the first one, we will show you the structure of your Yandex.Direct and Google Ads account and give tips on promoting your cosmetics. The next two articles will be a step-by-step guide on setting up contextual advertising for an online cosmetics store and an analytics cheat sheet in which we will tell you how to catch fraudulent affiliate network and get traffic back.
Account structure in Yandex.Direct and Google Ads
In almost a year of work on the project, our advertising specialists came up with an effective structure of an account in Yandex.Direct and Google Ads, which turned out to be quite universal for such projects. Each item is selected empirically, everything that could be tested, we tested and left the most effective one.
As a confirmation of the relevance of the structure, we present the results of the work on the project – the achievement of KPIs for DRR and the income of the online store:
DRR in Yandex.Direct decreased by 33%;
DRR in Google decreased by 15%;
Yandex.Direct revenue increased by 490%;
Google revenue increased by 106%.
Life hacks for promoting an online cosmetics store in context
Before launching a branded advertising campaign, you need to analyze brands from the assortment of an online store by three parameters:
price – it must be with a satisfactory margin, so that advertising does not work at zero or at a loss, but not much higher than the price of competitors;
assortment – goods must be in stock; manufacturer brand campaigns work better if the brand range on the site is large;
relevance of the brand – we use Wordstat for the assessment.
This will help further reduce the time spent on optimizing ineffective campaigns.
How to choose a brand for analysis:
look at the e-commerce reports – sometimes it may turn out that a particular brand has started selling organically. We are interested in sales, not brand traffic.
ask the client for which brands are the best conditions for the purchase price from suppliers.
Highlight search campaigns that will attract cold and warm traffic. Run search remarketing to work with warm traffic: Copy the campaign and set up an upward adjustment for an audience that has already made a purchase on the site. These users are more likely to purchase again.
Please be aware that very difficult moderation in cosmetics… Campaigns are blocked due to anti-dandruff shampoo, acne cream, anti-inflammatory masks, etc., because their formulations contain a lot of medical-related issues and these restrictions are difficult to get around.
If the site contains the word “botox”, then all advertising campaigns in Google Ads can be blocked. At the same time, Botox is a hair care, not a drug. You just need to be prepared for this.
What to do to pass moderation: exclude such words from the feed or send certificates to the support service that the products are not medicinal. But for advertising on Google, you need to remove the word “botox” from the site altogether. To promote in Yandex.Direct, you must confirm with a letter of guarantee that after excluding products from advertising campaigns, you will not reuse them.
Please note that sometimes the success of a promotion depends on the advertising activities of the cosmetics manufacturer itself… In e-commerce reports, it can be seen that a brand has become a leader, although our campaign for it is not. In this case, we check the activity of the brand itself and find out that it has begun to be actively promoted (for example, through influencers or display advertising), and at this time it is worth launching additional campaigns for the brand’s promo in order to cover the increased demand.
When forming the structure of a branded RK seasonal goodse.g. sunscreens, need to be placed in a separate RKto turn off in winter. Now that the borders are closed, this is especially true. But even in normal times, in our experience, the demand for SPF in winter is so low that campaigns do not pay off.
The most priority for promotion category – shampoos and hair conditioners: good shampoos cost decently, but end quickly, so the demand for them is always higher than for other products. This must be taken into account when building a strategy.
Will be it is useful to subscribe to beauty bloggers and be aware of the trends in the cosmetic industry… This helps you stay up to date on brands’ influencer marketing activities, through display ads and other channels, as well as track the opinions of products on the market, the demand for them, and trends in care and make-up. Here are our top bloggers for exploring the cosmetics industry: KoffkaTheCat, Mark Kaufman, Natalina Mua, RedAutumn, Gev Mua – check them out on YouTube.
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