Overview
Cosmetic Dermatology Specialists: Innovation in Advertising Strategies
Bella Piel is a dermatological shop specialising in face, hair and body care. With a focus on cosmetic dermatology, pharmaceuticals, medicinal products, cosmetics and toiletries, Bella Piel has excelled in offering high quality products and deep discounts several times a month. This case examines how Bella Piel managed to increase its revenue by 41% and transactions by 40% by implementing Performance Max campaigns on Google Ads.
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Revenue
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Transactions
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Web traffic
Challenge
Adapting to demand on discount days and maintaining stable results
Bella Piel is known for offering deep discounts several times a month, which creates significant fluctuations in demand for its products. The challenge was to adapt the Google Ads structure to effectively respond to the high demand on discount days, delivering the best results for the month, while maintaining stable results during non-discount days. It was crucial to avoid total reliance on discount seasons to ensure consistent performance.
Solution
Activation of Performance Max campaigns with differentiated bidding strategies
To address this challenge, two Performance Max (PMax) campaigns were activated with different bidding strategies: Maximise Conversions and Target ROAS. Google Ads Performance Max campaigns are a type of automated campaign that uses machine learning to optimise performance across all Google channels, including YouTube, Display, Search, Discover, Gmail and Maps, with a single campaign. These campaigns seek to maximise performance using advertiser-supplied data, adapting to business needs and optimising in real-time for the best possible results.
The aim of these campaigns was to minimise the impact on campaign learning due to budget changes during bidding seasons, increase transactions, respond to audience demand and keep ROAS as stable as possible throughout the month. These campaigns were designed to adapt quickly to fluctuations in demand and maximise results on both discount days and regular days.
“Adapting the ad structure to buying trends, taking advantage of Google's bidding strategies and tools, allowed us to increase investment while maintaining ROAS even with higher conversion volume.”
— Sebastian Malagon, Account Manager, Adsmurai
Results
Increased revenues and transactions
With an 82% increase in the Performance Max budget, Bella Piel's revenue increased by 41%, while the number of transactions increased by 40%. Traffic from PMax also saw an increase of 32%, and the conversion rate improved from 1.48% to 1.61%.
These improvements were observed when comparing the September-October 2023 and February-March 2024 periods, demonstrating the effectiveness of Performance Max campaigns in Bella Piel's advertising strategy.
Digital results have accompanied us by implementing different advanced technologies such as Performance Max. The strategic management of our partner Adsmurai and advice on the platform has been key to our success. This has not only improved our profitability, but also reinforces our commitment to delivering a more complete and efficient customer experience. We are excited to explore new growth opportunities with this tool and continue to optimise our marketing efforts.
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