PPC:

When we took over Essential Ayurveda’s PPC account, we identified several issues which were hindering the brand’s performance. Namely, broad match keywords were eating up a large amount of the brand’s spend and driving very few conversions. We removed all broad match keywords and built out the account to include product ad groups.

In addition to this, individual ad groups were set up for each of the products sold via the online store. This meant that all queries, generic or highly specific, were met with relevant ads which directed the searcher to the most suitable landing page.

Once we started seeing returns from the Google search network, we expanded the campaign to Google Shopping. With the Merchant Feed robustly set up, we worked towards pulling Essential Ayurveda’s entire product range into the Shopping results.

This initial step had two goals in mind. On the one hand, it allowed us to check that the Merchant Feed was generating search volume, and on the other, it enabled us to gather insights into which product categories were generating the most quality clicks.

Based on the results attained, we refined the campaign and distributed the budget to accommodate the best–performing areas.

Organic Social:

Our goal with enhancing Essential Ayurveda’s social media presence was to create a more holistic experience for their users. To do this, we carried out top-to-bottom optimisation of their profile, incorporating new forms of content into their regular posts to drive greater engagement. 

This included producing Reels to increase organic reach and shifting focus away from conversion-focused marketing materials, instead capitalising on their community.

We produced new brand templates to enhance the aesthetic of their social content, amounting to a light rebrand that captured the hearts and minds of their audience.