B2C marketing has its own highs and lows, for this specific client the major concern was the high CPA. The client was a beauty brand which had impulse buyers as their main source of paid advertising conversions. The main requirement was to build customer loyalty and to reduce the CPA.
Challenges:
The cost of customer acquisition is generally
higher for new users compared to frequent purchasers. The main challenge for
the client lay here, they wanted a strong and loyal customer base. Secondly,
their goal was to reduce the cost per conversion, they wanted a higher return
on ads spent.
Solution:
I realized that what this brand mostly
needs is to efficiently strategize re-marketing campaigns. Remarketing for
cart-abandoners & previous buyers etc., with these re-marketing campaigns
and bid adjustments for the niche audience demographics, I was able to reach
the people who would stay loyal to the brand. By reaching the right audience,
I was able to reduce the CPA by 35% and increase the conversion rate
by 16%.