About the business
Good skin and hair care is becoming a priority for many people in Europe and the United States. One company is taking over the markets in Europe, the USA and Australia. InaEssentials is a Bulgarian brand that specialises in organic care for various problems that many people face.
The brand was first created and launched in Bulgaria in 2018. Due to its great success, the entrepreneurs started to explore other markets. Today, InaEssentials actively operates in more than 25 markets. They launched their products in the UK for the first time in early 2021.
They quickly understood the importance of good marketing and online presence, so their Google advertising account has been active since October 2021.
What We Did
SEOMAX and InaEssentials work together in the UK and over 20 other markets. We work with their co-owner and Marketing Director – Borislav Yordanov. Working together we achieve the business objectives and manage the marketing strategy for further development.
Google Ads Marketing
For the first 4 months of 2024 we tested 16 different campaigns – Search, Dynamic, Performance Max, Video and Shopping. We started analysing the data – customer behaviour, products purchased, converting URLs and the purchase journey. We based our Google Ads campaigns on the results of our research. The ads that worked best for us were Performance Max and Dynamic.
We tested different audiences and settings until a few campaigns achieved ROAS more than double our target. For Performance Max we experimented with banners and audiences, while for Search we focused more on the different titles and their order.
Creatives we used in our ads
The Results
We will compare the results from January to April 2023 and January to April 2024 in the UK market:
Conversions – +84.27%
Conv. value / Cost – +19.11%
Revenue – +123.15%
Cost / Conv – +1.64%
Conv. rate – -21.67%
Cost – +87.02%
Impressions – -26.84%
Clicks – +14.62%
Click through rate – +57.5%
Cost per click – +64.58%
Summary
In the months ahead, we plan not only to maintain our results, but to improve them further. Together, we will continue to achieve our goals.
2025 update
By the end of 2024, we had successfully created and managed 13 new campaigns. We experimented with Demand Gen campaigns for the first time on this account and had some great results that exceeded our expectations. We were able to maintain our results and improve the following by the end of the year:
Revenue – +6.32%
Cost per click – -72.41%
Click through rate – +31.44%
Clicks – +80.58%
Impressions – +52.06%
Summary
Our work is successful thanks to good communication, constant testing and improvement of the campaigns we have already run. With our mutual desire to improve, InaEssentials will continue to grow and succeed worldwide.
