Case Study: Google Ads for Tree To Tub
How I helped Tree To Tub, a vegan and sustainable skin care brand achieve a 28% reduction in CPA with Google Ads.
The Client:
Tree to Tub is a sustainable, eco-friendly skincare brand that focuses on providing high-quality, natural products for sensitive skin. They are committed to environmental responsibility, ensuring that their packaging is eco-conscious and that the sourcing of ingredients is done sustainably. With a strong emphasis on cruelty-free practices, Tree to Tub appeals to consumers who prioritize both skincare efficacy and environmental stewardship.
In addition to helping them grow on Amazon, I also managed their Google Ads campaigns.
The Challenge:
Tree To Tub sought to drive higher sales while reducing the Cost Per Acquisition (CPA) of their Google Ads campaigns. Their goal was to enhance the efficiency of their ad spend without sacrificing visibility or sales (every brand’s dream!).
The brand faced a high CPA despite running multiple campaigns across different product categories. They were reaching a broad audience, but the conversion rate wasn’t as high as anticipated. Tree To Tub needed a more strategic approach to attract the right customers at the right cost.
The Solution:
To address the challenge, I implemented a multi-faceted approach that centered around precision targeting, creative optimization, and data-driven insights. Here's how we achieved a lower CPA for Tree To Tub.
Refining audience segmentation
Leveraging First-Party Data: We integrated existing customer data into Google Ads to create custom audiences and remarketing lists. This allowed us to reach users who had previously interacted with the brand but had not yet converted, increasing the chances of a conversion at a lower cost.
Behavioral Targeting: By analyzing search queries and user intent, I segmented the audience by their interest in specific skin and hair care needs. This ensured that ads were more relevant, and we could bid more aggressively on high-value keywords while trimming down spend on low-performing terms.
2. Optimizing keywords and bidding strategies
Focus on Long-Tail Keywords: I shifted the focus towards long-tail keywords that indicated specific intent (e.g., “best shampoo for sensitive scalp). This significantly reduced competition and improved the conversion rate.
Dynamic Search Ads: We leveraged Dynamic Search Ads to dynamically generate ad headlines based on the content of the brand’s website. This allowed for more precise targeting without the need to manually adjust keyword lists constantly.
3. Ad copy and landing page optimization
Compelling Ad Creatives: I worked on crafting new ad copy that spoke directly to the audience’s needs, highlighting benefits such as “nourishing ingredients,” and “paraben-free,”. Using action-driven language, the ads called for immediate engagement, which improved CTR.
Landing Page Alignment: I worked closely with the web team to ensure the landing pages were optimized for both mobile and desktop experiences, with clear call-to-action buttons, fast load times, and product-centric content. This helped reduce bounce rates and improve conversions.
4. Automated bidding and conversion tracking
Target CPA bidding: We shifted to Target CPA bidding. This allowed Google Ads to automatically optimize bids based on historical data, helping us secure conversions at the most efficient price.
Enhanced conversion tracking: I set up enhanced conversion tracking to measure not just form fills or purchases, but also more granular actions like video views and product page interactions. This allowed us to fine-tune our strategies for lower CPA and better ROI.
5. A/B testing
I conducted continuous A/B testing for ad copy, targeting options, and creative formats (including responsive search ads and display ads). Testing helped identify which elements were most effective at driving lower CPA without compromising the ad’s performance.
The Results:
CPA Reduction: We achieved a 28% reduction in CPA within the first two months of optimizing the campaigns.
Increased Conversion Rate: By improving targeting and ad relevance, the conversion rate increased by 5 points.
Better ROI: The efficiency of the campaigns, with better targeting and reduced spend, resulted in a 25% increase in ROI.
Higher Customer Engagement: Through better ad creatives and targeted segmentation, CTR increased by 3 points in two months, proving that we were reaching the right people with the right message.
