”They are able to adapt to your workflow, they're flexible in handling your needs and helpful in consulting.
Julia PrasseEin Guter Plan
Marketing channels: Google Ads, Paid Social
Services: marketing strategy, campaign management
Markets: Germany
Industry: products designed for people with stressful work lives
About The Client
Ein guter Plan was founded by two good friends who experienced burnout due to stressful work lives. With a desire to help others who suffer from unhealthy lifestyles, the EGP team came together and created a bestseller in which they coined the term ‘holistic appointment calendar.’ Over the years, they have developed an amazing portfolio of products designed for people with stressful work lives.
The Background
Monsoon supports all performance marketing activities of Ein guter Verlag as of 2019:
- Managing Facebook Ads campaigns, including Catalogue Ads and Dynamic Remarketing,
- Running GoogleAds campaigns with a focus on Shopping and Search Ads
- Designing content strategies for Pinterest and running paid campaigns in the advertising system of this platform.
The Challenge
The main challenges were:
- Pandemic times
- Product category – not basic necessities
- Low season challenges – to keep the desired CPO under control and make sure that the margin on the sold book meets client expectations
Services provided:
- Facebook Ads
- Google Ads
- Pinterest Campaign
Solution
At first, our campaigns were designed to address audiences from lower conversion funnels like sales and remarketing. With time we started building cross-stage campaigns and included campaigns focused on attention and interest funnels. We built the whole sales funnel from scratch; people who interacted with our ads were added to the remarketing list and eventually converted through other channels. Depending on how users interacted with our content we either sent them to direct purchases or showed them different types of content to convince them that the product was worth buying. Besides, we have changed the strategy in terms of campaign creatives and included more human content, hands holding the books, and the movement to show the human aspect which resonated well with our audiences.
Here are the results
In the highest season (Sept-December 2020 vs 2019) overall global numbers of sales went up over 35% despite the pandemic situation. For Facebook specifically, we grew +60% YoY online purchases which mean that Facebook became the fastest developing channel. Thanks to content optimization the CVR increased by 2.8%. We also improved the add-to-cart rate by 3% points by showing specific campaigns only to people who were more interested in buying the product. Additionally, ads clickability increased from 11,40 to 15,75.
The Ein Guter Plan’s Project Team
Marco Sbalchiero
