Root Science: From Grassroots to Global via Google Ads
In the competitive beauty industry, Root Science utilized the strength of Google Ads and the flexibility of to reach new customers , and provide the best shopping experience while achieving impressive return on ad spend (ROAS).
Passion turned into profit
The company was started by Gigja Wesneski as well as Derek Reynolds, Root Science was initially an effort by Gigja to help her sister with her highly delicate skin.
Gigja discovered that a lot of natural ingredients failed to live up to their earthy assertions. So, she set out to craft something new. Gigja collaborated with growers to create an array of formulations that depend on the research behind each ingredient rather than scents, colors, and trends.
Leaving their careers to focus their efforts on Root Science, Gigja and Derek needed a reliable digital platform for their company and a way to get their message across, on scale, to the perfect public. Their solutions came from as well as Google. And when a massive spotlight suddenly appeared on their business in 2019they showed that they were ready for incredible development.
From a grassroots effort to an international brand
With no retail store, Root Science refined their products and marketing to secure shelf space in stores like Anthropologie, Free People, Neiman Marcus, and Bloomingdale's. The media was aware.
In the year 2019 Kourtney Kardashian was featured in the detox masks in the Vogue video. The video went viral, with over 17 million views.
Thanks to WordPress and their site, they was capable of handling the amount of traffic that comes with a sudden, viral video - and they were capable of leveraging this. In the present, Root Science is a company that is growing and invests around 20% of their earnings in marketing.
Two of the biggest issues facing any business
Two significant obstacles stood in the way of the growth of Root Science when they began to gain momentum.
- Presenting products well
- Reaching out to the right audience
When it comes to online businesses it is important to present your products in a way that goes beyond the visuals - your website needs to deliver a superior customer experience. It should load fast as well as be simple to use, and allow users to navigate from a website's product page to the payment.
An excellent website will also be accessible. In addition, you must have the appropriate people to locate it, particularly when the product represents a niche within a wider market.
Root Science wasn't just selling another brand of skincare for the masses. They have a very specific audience: people who actively seek natural and scientifically-formulated skincare products.
Showing their product with
enables Root Science to have a elegant and effective e-commerce site. Since it's built upon WordPress, it works perfectly in conjunction with their marketing and content initiatives without the need for constant custom development.
"WordPress was always in my thoughts... I'd heard so much about its performance well with SEO. Therefore, I started looking into WordPress which, then, it seemed like a good option to start a store."
In actual fact, Derek himself has worked on the design and development of their online store using the advantages of open source software like community-driven support and numerous plugins and extensions.
"I've tinkered on the site about. There's a huge list of plugins, which is what's so great with WordPress and ...there's the plugin to do everything. So any time we need some kind of loyalty program, or referrals to a loyalty program - we have it."
The simple backend interface makes it easy to deliver top-quality customer support and run a smooth processing of fulfillment without requiring expert technological knowledge.
After the initial big challenge met using , Root Science was positioned to meet the next challenge to draw the appropriate traffic.
Expanding your reach through Google Listings and Ads
Through the use of Root Science Root Science has been using Google's Product Listing for well over one year.
Since then, they have been able to "increase our exposure across search queries and help compete with some of the more prominent companies." Root Science has experienced a growth of 5% of traffic on their website as well as an increase of 10% 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 spending (ROAS) stands at 2:3, and their click-throughs are increasing. Some products earn a 4:1 ROAS. As they continue working with keyword recommendations as well as SEO-driven blog posts, customer education, along with other kinds of marketing via email, they expect their revenue and profit to continue growing.
Presently, Root Science devotes 50 percent of their overall marketing budget to their Google marketing efforts.
Extensions and plugins that help the success of Root Science
Derek is constantly working to modify advertising campaigns to maximize performance, which is essential to getting the absolute best ROI. Root Science also uses an variety of extensions and plug-ins to help the e-commerce company expand.
Using Stripe, they've been able to provide express payment alternatives such as Apple Pay, Google Pay, and more.
Create your own story of growth by using Google Listings and Google Ads
According to Gigja said, "We really are a family owned company. It's a small group. Our mother is a part of us. My brother also works for us. The house is ours for everything and everything you can will see on our site - as the photos are taken by my brother. Some are shot by myself. I do all the creative directions. Yeah. We truly are a dream project that has turned into a business."
If you've got an imaginative vision, a desire to be different or make a change for your life, then the right tools may be all that you need to achieve success.
It is the perfect platform to build your store. Add extensions like Google Listings & Ads, and you have both necessary components to address the most common business challenges that arise from presenting your goods and making them visible to the right people.
Performance Max campaigns streamline everything from ad design and copy, product image selection as well as audience-targeting and optimising for the most effective advertising and products, ensuring that you can make the most of your investment. The algorithm is able to serve appropriate ads to the right people at the right moment.
So yes, your business canbe similar to Root Science.
Although you may already own a store, you may not be aware of how automating a Smart Shopping campaign using Google Listings & Ads will boost your sales. Are you looking to have a more thorough investigation?