Natural Baby Shower

More Than Natural Growth Through Paid Media

Natural Baby Shower is a retailer of baby products and the natural place to shop for new parents and moms-to-be. We helped them grow their business over the last two years enabling them to become the industry leader in natural baby products.

The Challenge

Natural Baby Shower approached us to help them boost their growth whilst maintaining a low CPA to ensure their overall ROI remained exceptional, but the campaigns were aggressive enough to ensure very strong growth.

The sector they operate in is very competitive, with cost per click of most keywords increasing, with the wrong campaign on paid channels, this could put pressure on margins. For a growing business, this can present even more of a challenge, with the need to continually find opportunities in such competitive market.

Our challenge in this marketplace was to not only show NBS’s uniqueness but also to deliver long-term customers, with a strong immediate ROI.

Our Solution

To succeed in this competitive niche, the campaign required a lot of hands-on management and an exceptional knowledge of the client and the market. We also needed to constantly monitor our competitor’s prices and offers to ensure we could stay one step ahead.

We used a number of channels to ensure the campaigns were successful:

  • DSA Campaign
  • RLSA (Shopping and search)
  • Paid Social Ads for Most important events (Black Friday + Baby Shows)
  • New Attribution Model to take better decisions
  • Time of Day bidding – Script to ensure every hour is different
  • Native advertising to reach a broader audience on the display network
  • Access to the main beta so Use all new features before competitors
  • Continuous A/B testing
  • Continual bid management

Black Friday

In 2014 NBS did very little for Black Friday, but in 2015 with us helping they started to introduce offer on the day. The build-up and the day were very busy, but we ensured success with a very hands-on approach.

  • Hourly Communication with their team to ensure site/stock were ok
  • Check competition for the best selling brands
  • Check Prices & Stock (out of stock items) on competitors sites
  • Ensure the bids are always on top but also that the spent doesn’t reach too high level
  • Amend the ads during the day for some brands that have just allow a higher discount or who were allowing us to promote their brand term
  • Script for any anomaly every hour

 

In 2016 the campaign was run again.

Client Communication

We had to adapt our approach to the busy environment of a high growth business, some of the areas that allowed the project to be a real success were:

  • We made sure we were available at the times that work for NBS – which included out of hours and weekends
  • Last minute promotions came up frequently and had to be dealt with quickly, this was due to last minute announcements from brands
  • Due to the continual growth of the business, internal teams were always busy and often not available. We got around this by learning quickly about their products and gathering a thorough understanding of their business
  • We were able to push our approach and become an important part of the NBS team

The Results

Improvements over the period

  • 225.86% increase in orders through AdWords
  • 433.25% growth in revenue through AdWords & Bing
  • 814.71% increase in revenue through AdWords Shopping campaigns (PLAs)

 

Black Friday 2015

  • Structuring the campaign to produce over a month’s worth of revenue in one day
  • An increase of 975% in AdWords revenue over Black Friday in 2014 when no promotion took place

 

Explosive Black Friday 2016

  • Revenue generated in a day in 2016 was over a normal month’s revenue, with the benefit of long-term, repeat customers
  • Black Friday period 2016 saw a 247.02% increase in AdWords revenue (last click attribution) when compared to Black Friday 2015, and 3,755% up on 2014

Thanks again for helping facilitate a great period of growth for Natural Baby Shower

Natural Baby Shower