Challenges
As they approached the launch of their final products in both the skincare and immune support ranges, Bio-First faced navigating unfamiliar territory. Initiating new campaigns required building from scratch, understanding the landscape, and learning on the go.
Here were some of the specific hurdles:
- Product Launching: Wrapping up the introduction of the final products in their skincare and immune support lines.
- Green Accounts: Setting up promotional efforts had to begin without the benefit of existing data, presenting a challenge in crafting effective campaigns from the outset.
- Finding the Right Campaign Structure: The objective was to pinpoint product-specific campaigns that could be aggressively scaled, ensuring a breakeven or slightly profitable ROAS.
- U.S. Market Expansion: Despite ambitions to tap into the American market, they had yet to achieve the desired traction.
Solutions:
Recognizing Bio-First’s challenges, the Blue Sense Digital team set out to craft tailored strategies that would not only address immediate concerns but also lay the groundwork for sustainable growth. By consolidating campaign efforts and emphasizing extensive testing, the goal was to refine and scale campaigns that delivered results.
Here’s a breakdown of the solutions implemented:
- Google Campaign Consolidation: All campaigns were streamlined into a single, comprehensive Performance Max Campaign and a Brand Search Campaign, ensuring a healthy spend-to-asset ratio for optimization efficiency.
- Product-Specific Asset Groups: Given Bio-First’s compact product range, we were able to craft asset groups around each product, facilitating relevant retargeting within the PMax campaign.
- Product Exclusion based on Performance: Non-performing products were excluded from the PMax campaign, ensuring spend efficiency.
- Extensive Testing on Meta: Initially, about 80% of Meta advertising spend was directed towards testing—spanning campaign structures, interest targeting, creative and copy testing, among other elements.
- Shift from Testing to Scaling: As trends and structures that performed well were identified, the focus transitioned from testing to scaling these structures, leading to increased sales volume.
- Aggressive Scaling: Over the past 30 days, there was a concerted push in scaling spend in both the USA and Australia, leading to remarkable outcomes.