How we helped ILNP increase ROI and scale paid ad campaigns
I Love Nail Polish (ILNP) is a boutique nail polish brand from Las Vegas, Nevada. They have stunning products and raving customers to say the least. Every one of their products is carefully designed with artistic balance and incredible performance. ILNP uses only the highest quality ingredients available and their 7-free formula is free from toxic chemicals.
ILNP’s goal was to overcome barriers to growth. They had some key challenges like the competition for attention in a crowded field and competitors aggressively trying to get their share of the market. They were caught in a day to day things that every eCommerce business has on their plate and simply didn’t focus their attention on the pillars that could truly get them ahead of their competitors.
ILNP’s goal was to overcome barriers to growth. They had some key challenges like the competition for attention in a crowded field and competitors aggressively trying to get their share of the market. They were caught in a day to day things that every eCommerce business goes through and simply didn’t focus their attention on the pillars that could truly get them ahead of their competitors.
After we’ve identified high-performing audiences, we developed a full-funnel approach with sequential retargeting. After running split tests of ad copy and product variants in a specific way, we found the most successful sets of ads that we would then focus on for acquiring new customers.
At that point, we could start aggressively scaling their Facebook ads while dropping down their cost per purchase in the process.
We had great success with sequential retargeting where we would create sets of custom audiences and each audience would cover a very specific event like visitors in the past 7 days but excluding visitors in the first 3 days.
Then, each audience sequence would get ads that would present a specific value like reward points, satisfaction guarantee, social proof. This way, we are presenting an array of value and letting each potential customer decide what resonates with them instead of having one general message.
When we onboarded ILNP, they had only a trickle of sales coming from Google. We first analyzed keyword trends and determined a keyword strategy that included keywords specific to product pages to build keyword relevance.
On top of that, we’ve developed a keyword strategy that included a list of terms with low competition in their industry. Another important point is that we launched an extensive campaign on Google Display Network to capture a good amount of sales via remarketing.
We planned their SEM campaigns to account for new product collections and seasonality. Another thing that was really important is that their competitors have been stealing their branded searches and client didn’t even know it.
To make sure that we are getting in front of people who are searching for the brand, we were carefully adjusting the bid on all related keywords until finally we’ve pushed all competitors out of search results. After that we continued scaling with YouTube and non-branded campaigns.
Klaviyo Email Marketing
ILNP were using MailChimp at the time for all their email marketing needs. This is of course suboptimal plus the MailChimp was just about to end their Shopify integration, so the first thing that we did was move them to Klaviyo. One of the main differences between them is that MailChimp was made just for sending email and Klaviyo was built up from the ground up for e-commerce stores. The integrations, customization, flexibility, and features are just unparalleled and that’s why Klaviyo is our weapon of choice.
They had just a small email list that wasn’t contributing meaningful revenue and zero automations set up. By implementing very specific flows to welcome their new customers, capture abandoned carts and nurture their existing customers among others, we’ve been able to get their email marketing from not contributing almost anything to a huge revenue maker, adding 6 figures/year to their bottom line.