Mink Hair, a renowned Hair Care brand based in the USA, entrusted us with their digital advertising account. We embarked on this exciting journey in the second week of October 2022, taking over from their previous agency. Dissatisfied with their campaign performance and a modest Return On Ad Spend (ROAS) of 2.7, Mink Hair sought to maximize their sales potential. With a two-week contract, we set out to create fresh campaigns and optimize them for optimal performance.

Operating in the highly competitive hair care, skincare, and cosmetics industry, Mink Hair faced an uphill battle against both emerging businesses and industry giants like Chanel, Estée Lauder, Dior, L'Oréal, and Lancôme. The USA market was inundated with Google Ads promoting similar products. To carve out a successful niche, precision and laser-sharp campaigns were essential. We needed high optimizations and quality control to ensure we hit the bullseye. With a budget of $12,000 per month, we had the resources to target their desired states effectively. Our target ROAS was 4.5.

To overcome the challenges and achieve the desired results, we implemented a multi-pronged strategy comprising three distinct campaigns:

1️⃣ Brand Search: Recognizing that many websites were diverting traffic by leveraging Mink Hair's brand keywords, we created a dedicated campaign targeting these branded keywords, such as "mink hair wholesale." This ensured that users searching for Mink Hair products were directed to the authentic website.

2️⃣ Dynamic Ad Campaign: Leveraging the website's exceptional SEO-optimized product feed, we devised a dynamic ad campaign. By analyzing user search queries, we tailored the ads to align with their specific keywords and redirected them to the relevant page on the Mink Hair website. For instance, someone searching for "hair serum" would be directed to the hair care category page: Hair Care Products.

3️⃣ Performance Max: As a replacement for traditional shopping campaigns, we unleashed the power of the Performance Max campaign. This comprehensive approach incorporated captivating images, videos, compelling headlines, and engaging descriptions to target users across multiple Google platforms, including Search, Display, Video, and Shopping.

On October 25th, we launched these meticulously crafted campaigns. Even within the two-week contract period, the results were remarkable. We achieved a staggering ROAS of 5.30, surpassing the target set by Mink Hair. With a modest ad spend of $2,000, we generated a conversion value of $11.1k, amplifying their sales and profitability.

The success story of Mink Hair exemplifies the transformative power of strategic and tailored digital advertising campaigns. By employing precise targeting, leveraging dynamic ads, and harnessing the potential of Performance Max, we helped Mink Hair overcome industry competition and achieve unprecedented growth.