PPC CASE STUDY - SHE CUTE HAIR
Project Overview
Company: She Cute Hair
Project Duration: Jun 2021 – Oct 2021 (5 months)
Campaign Type: Google Paid Search and Shopping Ads
She Cute Hair was an eCommerce brand that sold Grade 12A Brazilian and Peruvian wigs to South African women at affordable prices.
Objectives
- Get website traffic and enhance brand visibility.
- To increase online revenue.
Challenges
When I joined, the brand was still new and did not have a website. Sales were primarily generated through word of mouth, Facebook Marketplace, and WhatsApp marketing.
The primary objectives were:
- Build a fully functional eCommerce website to facilitate PPC advertising and enhance brand visibility.
- Increase revenue through website purchases using PPC advertising.
Tools Used
- Google Analytics
- Google Ads
- Google Console
- GT Metrix
- Pingdom
- Ahrefs
- SimilarWeb
- Canva & Adobe Photoshop
- Google Meets and Slack
Solutions Implemented
- I built a mobile-responsive Shopify website with a focus on providing a seamless user experience.
- Conducted comprehensive market research to analyse competitor bidding strategies, ad styles, and relevant keywords.
- Selected high-volume exact keywords and long-tail keywords with commercial intent to drive relevant traffic to the website.
- Continuously modified ad copies for improved performance and engagement.
- Added negative keywords to prevent irrelevant traffic from reaching the website.
- Identified and integrated new targeted keywords to enhance the effectiveness of PPC advertising campaigns.
Results and Outcomes
Jun 2021 – Oct 2021
- Achieved a total of 264 conversions, averaging 52 conversions per month from our PPC campaigns.
- Attained a commendable conversion rate of 3.67%.
- Google campaigns revenue accounted for approximately 35% of the total revenue generated during this period.
- Successfully reduced the cost per conversion from R42.23 in June 2021 to R15.92 by October 2021.
- Accumulated 143,102 impressions and received 6,058 clicks to the newly built website, resulting in a click-through rate (CTR) of 4.53%.
