Curate Beauty -
Google Advertising Strategy -
B2B Beauty
Increased the number of accounts created on an indie beauty wholesale marketplace by attracting businesses through Google Ads
The Brief
Curate Beauty is a wholesale, B2B, indie beauty marketplace. They partnered with Careful Feet Digital to attract more businesses to their website; a practical, one-stop shop that allows different beauty-related businesses like spas and hair salons to find and stock indie beauty products in a single place.
Approach
Careful Feet Digital helped Curate Beauty achieve its goals by developing and executing a Google Ads strategy. Our main goal was to capture as many B2B-related searches as possible while avoiding B2C-related searches, which had a very high probability of overlap in terms of keywords.
To achieve this goal, we structured our ads in a way that would represent the different ways people search for a beauty marketplace, and we were sure to include all the synonyms that they could possibly be using. It was also necessary to keep an eye on keywords with high levels of traffic, which is typically an indicator of B2C-related keywords. Once these were identified they were turned off to help drive only the most relevant traffic.
Google Ads 30 Jun 2022
Additionally, we utilized our copy to further emphasize the B2B nature of the offerings, so that fewer people clicked on the ads expecting an e-commerce beauty buying platform. We used headlines, descriptions and extensions to convey that Curate Beauty’s platform is a wholesale marketplace developed for retail beauty-related spaces and brands.
Google Ads 30 Jun 2022
The account included 1 campaign on Google with 6 ad groups and 25 ads.
Results
Careful Feet Digital reached 206k people and converted 318 businesses into new accounts with an average cost per business joining the Curate Beauty platform of ~£25. Results have reached and surpassed all industry averages including average conversion rate [3.05%], CTR [2.41%], and cost per account creation [£83.60].
Google Ads 30 Jun 2022
An interesting fact we uncovered through Google’s reporting, beauty-related companies are mostly founded by women ages 25 – 54. That said, there was also a decent chunk of males (30%) who have founded businesses in the beauty industry, but their age range tends to be around 25 – 34 years old.
