CHALLENGE

The client needed to separate the business lines and manage both B2C and B2B eCommerce activities within a unique Google Ads account. At the same time, the client wanted to avoid a potential decay in the lower funnel due to this unified management.

For this reason, the main goal was to prevent a decline in performance after the launch of the B2B website and support the client’s expansion

SOLUTION

In order to reach the client’s goal, here it is what we implemented:

1. We created two different conversion goals on Google Ads, differentiating the purchases coming from the B2B campaigns with the aim of understanding the Revenue and Traffic pay-per-click shares of each eCommerce;
   
2. To get the cleanest insights possible regarding Revenue and Traffic for the B2B side, we created a brand-new Google Analytics account only for the new eCommerce. In there, we created new B2B audiences to use in remarketing activities targeting salon owners and hairdressers;
   
3. We launched new B2B campaigns, separating them from the ones addressed to final consumers and targeting a different audience.

RESULTS

In order to correctly support the client’s expansion, we kept the B2C and B2B eCommerce management in one account as requested, improving the overall performance: in particular, the Average Order Value (AOV) grew by 82% compared to the previous period.

Adopting this strategy, we maximized the brand awareness in the US market as well as let the client make informed decisions thanks to the split of the 2 Analytics accounts, allowing it to observe the results separately.

SERVICES

PPC MANAGEMENT: Google Shopping, Microsoft Ads, Product Feed Management, Search, Display, Performance Max, Retargeting