Root Science: From Grassroots to Global using Google Ads
In the competitive beauty industry, Root Science utilized the strength in Google Ads and the flexibility of to reach new customers , and provide the best shopping experience with a high returns on advertising (ROAS).
The passion of a person can be turned into money
Founded by Gigja Wesneski and Derek Reynolds, Root Science began as an initiative by Gigja to solve her sister's highly delicate skin.
Gigja discovered that a lot of natural products failed to meet their natural claims. She decided to craft something new. Gigja worked with individual growers to create an array of recipes that are based on the scientific basis behind every ingredient instead of the scents, colors and trends.
After quitting their jobs to concentrate on Root Science, Gigja and Derek were looking for a stable digital home for their business and also a means to spread the message out, at large, to the right target audience. The solution was found in and Google. And when a massive spotlight was thrown to their company in the year 2019they showed that they were capable of achieving incredible development.
From an effort at the grassroots into a brand that is global
With no retail store, Root Science refined their products and marketing to ensure shelf space at shops like Anthropologie, Free People, Neiman Marcus and Bloomingdale's. The media was aware.
In the year 2019, Kourtney Kardashian was featured an exfoliation facial masks in the Vogue video. The viral video was a hit, with over 17 million views.
With WordPress and , their website could handle the amount of traffic that comes to a viral and sudden video and were able to capitalize on it. Now, Root Science is a expanding business, which invests 20% of their revenue into marketing.
The biggest two challenges facing all businesses
Two significant obstacles stood in the way of Root Science's expansion in the early stages of their growth:
- Presenting products well
- Inspiring the right people
For an online business the presentation of products goes beyond the visuals Your website must offer a great user experience. It should load fast, be intuitive to use and navigate and be easy to navigate from a webpage for a product to the point of checkout.
An excellent website will also be easy to find. Additionally, you require the right people to discover it, especially if your product is unique within a broader market.
Root Science wasn't just selling an additional 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 through
It allows Root Science to have a attractive and efficient e-commerce store. And because it's built on WordPress which is a popular platform, it can be integrated to complement their content marketing efforts and does not require constant customization.
"WordPress was always in my thoughts... I'd heard so much about how well it did in terms of SEO. Therefore, I started looking into WordPress as a possibility, and was a great option to start a store."
In fact, Derek himself has worked to design and customize their ecommerce site using the benefits of open source software like community-driven support and a wide range of plugins and extensions.
"I've played around with the website quite a bit. We do have a large number of plugins available, which is what's so great with WordPress and ...there's an application for every need. If we ever need anything - for example, a refer-a-friend program or customer loyalty program, it's available."
The intuitive backend interface allows you to offer top-quality customer service and to run a flawless delivery process, without having to have technical expertise.
Thus, having had the first huge challenge solved , Root Science was positioned to meet the next challenge to draw the appropriate traffic.
Reaching new audiences with Google Listings & Ads
Through Root Science, Root Science has been using Google's Product Listing for well over a year.
Since their launch, they've been able to "increase our visibility across all searches and also be competitive with larger names." Root Science has witnessed a 5 percent increase in traffic to their site in addition to a 10% increase in sales.
High-quality traffic helped Root Science grow their email list, which helped increase retention of customers The company's most sought-after metric of success.
The current rate of return on advertising spend (ROAS) is 2:1, and their click-throughs are climbing. Some products earn an ROAS of 4:1. As they continue working with the use of keyword suggestions, SEO-driven blog posts, customer education, along with other kinds of email marketing, they expect their revenue and profit to growing.
At present, Root Science devotes 50 percent of their marketing budget to their Google marketing efforts.
Extensions and plugins that help Root Science's success
Derek continually tweaks ads and improve outcomes, which is crucial in achieving the highest ROI. Root Science also uses an array of other extensions and plug-ins to help their ecommerce business perform and grow.
Using Stripe it's been possible to offer express pay choices such as Apple Pay, Google Pay, and more.
Create your own story of growth using Google Listings and Ads
In the words of Gigja said, "We really are a family owned company. We're a small team. The mother of his team is with us. My brother is also a part of our team. Everything is done in-house, literally everything you see on our website - such as the pictures are shot by my brother. Others are shot by me. I do all the creative direction. Yeah. It's a true hobby project, which has become a into a business."
If you've got an imaginative idea, or a desire to change the world or make a change for your life, then the right tools could be all that you need to succeed.
It is the perfect platform for building your store. Include extensions such as Google Listings & Ads, and you have both elements needed to tackle one of the biggest business problems in presenting your product and placing them in front of those who are interested.
Performance Max campaigns automate everything, including ad creation and the copywriting process, choosing images for product as well as audience-targeting and making sure you are optimizing your advertisements and products to ensure your funds are used effectively. The algorithm works to deliver appropriate ads to the right people at the right moment.
Yes, your company couldbe as successful as Root Science.
If you do have an online store, you might not have realized how much automating a Smart Shopping campaign using Google Listings & Ads could boost increase sales. Want to take a deeper glance?