Search Engine Marketing

IT Cosmetics was also excited to participate in the beta for adding a new customer acquisition goal because connecting with and recruiting first-time shoppers had become one of the brand’s main objectives. So, at the start of the year in 2020, the brand began optimizing a portion of its Smart Shopping campaigns to drive recruitment of its best-selling products toward new customer acquisition.

To meet its return on ad spend (ROAS) goal, the brand had traditionally prioritized reconnecting with past customers. But after noticing that first-time shoppers who bought a best-selling product often repurchased, resulting in higher lifetime value (LTV), the brand began to focus on reaching new beauty consumers. IT Cosmetics set up two Smart Shopping campaigns in Q1 2020.

One campaign used the new customer acquisition goal, which allowed the brand to set a higher conversion value for new customers (set by averaging the lifetime value for all IT Cosmetics shoppers) and was optimized to find new customers. While this campaign promoted its top-selling products that were likely to catch new customers’ attention, its regular Smart Shopping campaign sought to maximize online sales across a wider inventory. IT Cosmetics then worked with Add3 to set up a series of pre/post analyses to assess performance.