Case Study: May Beauty

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Case Study: May Beauty

Client Overview
Business Name: May Beauty Store
Tagline: Natural Cosmetics That Your Skin Will Love
Objective: Increase website traffic through organic search and Google Ads campaigns.

Project Background

May Beauty Store specializes in natural, skin-loving cosmetics that cater to environmentally conscious consumers. Operating from Finland, the brand sought to enhance its online visibility and attract customers who value sustainable and natural beauty products.

The primary goals were:

1. Increase organic traffic by optimizing the website for search engines.
2. Boost conversion rates through targeted Google Ads campaigns.
3. Reach a broader audience in Finland and neighboring European countries.

Challenges

• Low Organic Visibility: The website ranked poorly for competitive keywords like “natural skincare products” and “eco-friendly cosmetics in Finland.”
• High Competition: Competing against well-established brands in the natural cosmetics market.
• Ad Campaign Inefficiencies: Previous Google Ads campaigns lacked precise targeting, resulting in low ROI.
• Content Gaps: Limited blog content and insufficient product descriptions were affecting engagement and search rankings.

Strategy

1. SEO Optimization

a. Keyword Research:

• Identified high-volume, low-competition keywords such as:
  • “natural skincare Finland”
  • “eco-friendly cosmetics Finland”
  • “best organic beauty products”

b. On-Page Optimization:

• Updated product descriptions with SEO-friendly content, focusing on long-tail keywords.
• Optimized meta titles, descriptions, and headers for all web pages.
• Enhanced internal linking to improve navigation and reduce bounce rates.

c. Technical SEO:

• Fixed broken links and improved page load speed to under 2 seconds.
• Implemented schema markup for products, increasing visibility in rich results.

d. Content Creation:

• Developed a blog strategy featuring topics like:
  • “The Benefits of Natural Skincare”
  • “Top 10 Eco-Friendly Beauty Products in Finland”
• Published monthly articles to drive traffic and establish authority in the niche.

2. Google Ads Campaigns

a. Campaign Structure:

• Created separate campaigns for:
  • Brand awareness
  • Product-specific ads (e.g., “organic face creams”)
  • Seasonal promotions

b. Audience Targeting:

• Focused on users in Finland and neighboring countries (Austria, Switzerland).
• Leveraged in-market audiences interested in “natural beauty products.”

c. Ad Copy:

• Highlighted USPs such as “100% natural ingredients” and “eco-friendly packaging.”
• Tested dynamic headlines and ad extensions (e.g., sitelinks, reviews).

d. Budget Allocation:

• Allocated 60% of the budget to high-converting keywords and 40% to discovery campaigns.

3. Analytics and Reporting

• Set up Google Analytics 4 and conversion tracking to monitor performance.
• Measured key metrics such as CTR, conversion rates, and customer acquisition cost (CAC).

Results

Over a 6-month period, the project achieved the following:

Organic SEO:

• 70% increase in organic traffic.
• Ranked in the top 5 positions for 10 primary keywords, including:
  • “natural skincare Finland”
  • “eco-friendly beauty products”
• Bounce rate reduced by 15%, and average session duration increased by 20%.

Google Ads:

• CTR improved to 5.8%, up from 3.2%.
• Conversion rate reached 4.5%, a significant improvement from the previous 2.3%.
• ROI on Google Ads increased by 120%, with an average CPC of €0.80.

Key Takeaways

1. Keyword Research Drives Success: Focusing on niche, long-tail keywords allowed May Beauty Store to stand out in a competitive market.
2. Content Matters: Regular blog posts and optimized product descriptions established authority and improved engagement.
3. Strategic Ad Campaigns Pay Off: Proper targeting and budget allocation maximized the impact of Google Ads campaigns.

Client Feedback

“Working with the team on our SEO and Google Ads campaigns was a game-changer. We’ve seen significant growth in website traffic and customer inquiries. Their strategies were tailored to our needs, and the results speak for themselves!”
— Marketing Manager, May Beauty Store

Conclusion

By combining SEO best practices with targeted Google Ads campaigns, May Beauty Store successfully enhanced its online presence and gained a competitive edge in the natural cosmetics market. This case study demonstrates the power of a well-rounded digital marketing strategy in achieving measurable results.