Root Science: From Grassroots to Global with Google Ads
In the highly competitive skincare industry, Root Science made use of the power of Google Ads and the flexibility of the platform to connect with new customers , and provide the best shopping experience and achieving a remarkable return on ad spend (ROAS).
The passion of a person can be turned into money
Founded by Gigja Wesneski as well as Derek Reynolds, Root Science started as an attempt by Gigja to find a solution for her sister's very delicate skin.
Gigja realized that numerous natural products failed to meet their natural assertions. So, she set out to craft something new. Gigja collaborated with producers to come up with a range of recipes that are based on the science of each ingredient, not the scents, colors and the latest trends.
In their decision to quit their job to focus on Root Science, Gigja and Derek required a secure digital base for their venture and also a means to spread their message across, on scale, to the perfect public. Their solutions came from as well as Google. Then, when the spotlight was unexpectedly shown on their business in the year 2019, they showed they are that they were ready for a phenomenal growth.
From an initial effort to an international brand
With no retail store, Root Science refined their design and marketing strategies to ensure shelf space at retail stores such as Anthropologie, Free People, Neiman Marcus and Bloomingdale's. They were noticed by the press.
In the year 2019, Kourtney Kardashian was featured in one of their detox masks in an Vogue video. The viral video was a hit in the form of over 17 million hits.
With WordPress and its website, Root Science could handle the volume of traffic associated with a sudden, viral video and were successful in leveraging it. In the present, Root Science is a growing business that invests 20 percent of their profits in marketing.
Two of the biggest issues facing any business
Two big challenges were in the way of the growth of Root Science as they gained momentum:
- Well-presented products
- Reaching the right audience
If you are a business that operates online it is important to present your products in a way that goes beyond the visuals Your website must offer a great user experience. It should load fast and be easy to navigate, and make it easy to navigate from a website's product page to the checkout.
A good website should be accessible. Additionally, you require the most appropriate individuals to locate it, especially when your product is unique within a wider market.
Root Science wasn't just selling another skincare brand to the general public. They have a very specific audience: people who actively seek natural and scientifically-formulated skincare products.
Showing their product by using
enables Root Science to have a beautiful and functional ecommerce store. Since it's built upon WordPress which is a popular platform, it can be integrated in conjunction with their marketing and content initiatives without the requirement for continuous customization.
"WordPress was always in my mind... I'd seen so many articles about how well it did with SEO. That's why I began looking at WordPress as a possibility, and was a great option to turn on a shop."
In actual fact, Derek himself has worked to create and modify their eCommerce site, taking advantage of the benefits of open source software, like community-driven support and numerous plugins and extensions.
"I've tinkered on the site quite a bit. We do have a large collection of plugins. This is one of the great things with WordPress and ...there's a plugin for everything. If we ever need anything - for example, a loyalty program, or referrals to a loyalty program - we have it."
The simple backend interface makes it easy to offer top-quality customer service and manage a seamless fulfillment process without needing expert technological knowledge.
Thus, having had the first big challenge met using , Root Science was positioned to tackle the next one in attracting the proper traffic.
Reaching new audiences by using Google Listings and Ads
Through , Root Science has been using Google's Product Listing for well over a year.
Since their launch, they've achieved "increase our visibility across all searches and also to compete against some of the more prominent companies." Root Science has seen a 5% increase in traffic to their site, and an increase of 10% in sales.
High-quality traffic helped Root Science grow their email list and increase customer retention which is the holy grail of achievement.
Their current return on ad spending (ROAS) has been set at 2:1 and their click-throughs are increasing. Some of their products are earning an ROAS of 4:1. As they continue working with the use of keyword suggestions as well as SEO-driven blogs, negative keywords content, education for customers, as well as other forms of email marketing They expect their earnings and profits to increase.
At present, Root Science devotes 50 percent of their overall marketing budget to their Google marketing efforts.
Plugins and extensions that foster Root Science's growth
Derek continually tweaks ads and improve performance, which is essential to getting the absolute best ROI. Root Science also uses an array of other plugins and extensions to help their ecommerce business perform and expand.
Utilizing Stripe, they've been able to provide express payment alternatives including Apple Pay, Google Pay as well as many more.
Writing your own growth story by using Google Listings and Google Ads
In the words of Gigja stated, "We really are a family run business. It's a small group. His mother works with us. My brother works with us. Everything is done in-house Everything you find on our website as the photos are taken by my brother. Others were taken by myself. I take all the creative direction. Yeah. We truly are a dream project that has turned into a business."
If you've got a unique vision, a desire to change the world or make a change for your life, then the right tools may be all that you need to be successful.
The best platform is Google for building your store. Include extensions such as Google Listings & Ads, and you have both components needed to solve some of the most frequent business issues that arise from presenting your goods and placing them in front of those who are interested.
Performance Max campaigns streamline everything that is required to create ads, which includes the copywriting process, choosing images for product target audience, as well as optimizing for top performing advertising and products, ensuring that you can make the most of your investment. The algorithm delivers the most relevant advertisements to the correct people at the right moment.
Your business couldbe similar to Root Science.
Even if you already have your own store, you might have not realized just how automating a Smart Shopping campaign using Google Listings & Ads will boost your sales. Want to take a deeper look?