Our Client_ChizUP!
Founded in October 2015, Taiwan’s leading American style cheesecake store. A dessert chef, a designer and a marketing publicist, three men with different careers but similar tastes, discussed “the best cheesecake” at a gathering where the spark of ChizUP! was born.
Challenges and Goals
Tagtoo has been working with ChizUP! since December 2021. During our first few months of cooperation, ChizUP! faced the dilemma of interruption of accumulated data and zero traffic due to the change of website opening system, which not only affected the SEO of their website, but also the effectiveness of advertising . Therefore, our primary goal is to assist in rebuilding website data, restoring the website traffic to its previous state. After that, lowering the CPA and increasing the number of conversions.
What We Did in Advertising Strategy?
- Search Engine Results Page Optimization
Due to the traffic and data interruption, the Google search results were not as good as before. In order to increase website traffic, we did a comprehensive optimization of the search engine results page(which is also called “SERPO”).
First of all, we set a lot of brand words in search ads to prevent competitors from splitting our traffic. “Brand word” campaigns can effectively improve the quality score of ads and reduce CPA, and drive traffic for new websites at the beginning, allowing the advertising system to accumulate more data to speed up the completion of machine learning, and also help us quickly identify more potential keywords. Besides, we also launched a “product word” campaign to reach prospectors who are interested in cheesecake, accumulating a pool of traffic across the website.
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We recommend businesses adopt a holistic advertising strategy when running search ads, even if your final goal is conversions, you still can’t ignore the importance of brand awareness and traffic.
- Full-funnel marketing to accumulate a large traffic pool
Based on the rules of the marketing funnel, we wanted to reach the audience at the upper funnel, so we could obtain traffic from the lower CPCs by running display ads. We then use different creative advertising ideas to communicate with potential consumers, while retargeting people who have visited the website on a high frequency.
We also encourage our clients to try new advertising formats and channels. Google launched the Performance Max in 2021, and we’ve had multiple experiences running PMAX.
Based on our experience, we believe that PMAX is very effective in driving the growth of ChizUP’s revenue, and that we provide support for our clients to deliver PMAX ads, search ads and display ads at the same time to build a healthy marketing funnel cycle.
- Allocate advertising budget effectively
In the year-end e-commerce peak season, we observed that the market was fiercely competitive, resulting in relatively high ad diversion and conversion costs, so we decided to cut down the budget during this period, focusing on accumulating traffic and training machine learning data.
Until the Lunar New Year’s Eve, the advertising account had gradually accumulated enough data, and then we increased the overall advertising budget and added and adjusted all visual and creative materials accordingly. This vital step has successfully brought us a large number of potential customers.
During the Mother’s Day period, we anticipate that the market demand will increase greatly, so we boldly increase the ads budget by two times.
Peak Revenue During The Festive Season
The advertising strategy of Mother’s Day successfully increased ChizUP!‘s overall conversion rate by 142%, lowered CPA by 33%, and achieved a ROAS of 6.2, reaching its revenue peak. Among all advertising channels, keyword ads brought in the most conversions at 64%, followed by PMAX at about 30%, with the rest of conversions coming from Bing keyword ads and Facebook banner ads.
With the successful experience of the Mother’s Day campaign, we replicated this advertising method to Father’s Day and Mid-Autumn Festival, and adjusted the bidding strategy and ads banner according to the seasonal activities and offers, successfully creating online sales peaks in each festival and meeting the expectations of customers!
2022 Google Premier Partner Awards
The project of our partnership with ChizUP! also won 2022 Google Premier Partner Awards for online business growth. We are honored to receive the support and recognition from Google, and we will continue to work together with a customer-focused mindset to achieve great results in the future!
Book your online advertising consultation now and create business opportunities with us!
Email: tagtoo@tagtoo.org
Tel: +886 2 2706 8657
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