Marcabees helped Perfume N Cologne secure 201% ROAS Amidst COVID-19 Pandemic

Great work for Perfume N Cologne! Good knowledge in the field of E-Commerce. Delivering great ROAS for us on all our Ad Campaigns.

– Abdeali Jafferjee, MD, Perfume n Cologne

Overview

Perfume N Cologne have always provided a large selection of exclusive and hard to find designer fragrances like Creed, Clive Christian, Bond No.9, Ramon Molvizar’s Gold Collection, Agent Provocateur, Cartier, ONDE vertige, ONDE mystere, and ONDE extanse by Giorgio Armani, Coco Chanel, Christian Dior, Eau de Soir by Sisley, Houbigant, etc. to their customers at discounted prices. Their inclusive approach as a distributor, wholesaler, retailer and exporter allows them to cut costs and efficient labor in order to offer the best service.

Business Challenge

This E-Commerce website enables both wholesale and retail customers to order online conveniently and fast.

Their USPs are:

1. Low Prices
2. Huge Inventory
3. Extensive Selection
4. Fast Shipping
5. Accurate Order Fulfillment
6. Friendly Service all with a smile!

When they are selling these exclusive products below the market price offered by all their competitors, Perfume N Cologne couldn’t break even on a lot of their sales. They needed an exclusive strategy that made sales happen at a much higher ROAS than their competitors to comprehensively beat them.

They have positioned themselves in the market as genuine products at lower pricing in US.

Perfume N Cologne features a large number of products with a wide price range and profit margins. Without baseline expectations regarding average profit margins or return on ad spend targets, profitably scaling revenue over the course of a large product catalog becomes increasingly difficult. In addition to the goals of our specific ad campaigns, we also needed to help the client to better understand their internal financials as they grew.

What’s more, if we had access to better data regarding actual profits, we could improve the efficacy of the machine learning algorithms that drive the PPC campaigns.

Another unforeseen problem Perfume N Cologne faced was the COVID-19 pandemic. Their target audience (US citizens) suddenly started to face a lot of difficulties due to the pandemic, with loss of lives, jobs, livelihood etc. As a result of COVID-19 the average income of Americans reduced massively and their average spending capacity plummeted even further.

Advertising Strategy:

An E-Commerce company in general tracks revenue as one of its main financial objectives. Top line revenue with Sales typically become the primary conversion actions that drive the majority of marketing efforts.

Hence, in order to generate massive revenue for Perfume N Cologne, we decided to run ads on 2 products that generated the maximum profit and were fast movers.

Another strategy used was to offer incentives to our buyers in order to combat COVID-19. We used ad copy that pushed people to buy immediately rather than procrastinating their purchase to next week or next month.

We created eye catching graphics for the ad campaigns along with attractive and enticing ad copies to attract our target audience and display hard to resist offers. As a result, we created 48 ad copies that directly spoke to our audience, and made them an offer they couldn’t refuse.

Results

In May, 2020 amidst the COVID-19 threat around the globe, we managed to get the following results for Perfume N Cologne through our Facebook & Instagram Ad Campaigns:

1. Revenue Generated through the Ads – $2,078.6
2. ROAS – 201.1%
3. 35% of overall revenue earned was through our ad campaigns
4. 78% increase in Conversion Rate
5. Ads reached 59,712 people
6. 1,557 new website visitors achieved