Root Science: From Grassroots to Global via Google Ads
In the highly competitive skincare industry, Root Science leveraged the power to take advantage of Google Ads and the flexibility of to reach new clients and offer an effortless shopping experience with a high returns on advertising (ROAS).
Profits from passion turned into profits
Founded by Gigja Wesneski as well as Derek Reynolds, Root Science began as an initiative by Gigja to solve her sister's highly delicate skin.
Gigja realized that numerous natural products failed to live up to their earthy claims. She decided to create something unique. Gigja collaborated with cultivators to develop a variety of recipes that are based on the science behind each ingredient rather than the scents, colors and the latest trends.
Leaving their careers to focus in Root Science, Gigja and Derek needed a reliable digital base for their venture and a way to get their message, at large, to the right target audience. They found their solutions in as well as Google. And when a massive spotlight was thrown at their firm in 2019, they proved that they were ready for a phenomenal development.
From a grassroots effort to a global brand
Without their own retail location, Root Science refined their design and marketing strategies to secure shelf space in retail stores such as Anthropologie, Free People, Neiman Marcus and Bloomingdale's. They were noticed by the press.
In the year 2019 Kourtney Kardashian happened to feature one of their detox masks in the Vogue video. The video went viral in the form of over 17 million views.
Thanks to WordPress and their site, they could handle the amount of traffic that comes by a viral, sudden video and were able to capitalize on it. Now, Root Science is a expanding business, which invests 20 percent of their profits into marketing.
The biggest two challenges facing every business
Two big challenges hindered Root Science's growth when they began to gain momentum.
- The presentation of products is well
- Reaching the right audience
When it comes to online businesses it is important to present your products in a way that involves more than just aesthetics - your website needs to offer a great customer experience. It needs to load speedily, be intuitive to use and navigate and make it easy to navigate from a product page to payment.
A good website should be accessible. In addition, you must have the right people to locate it, especially when the product represents a niche in a larger market.
Root Science wasn't just selling another skincare brand for the masses. They have a very specific audience: people who actively seek natural and scientifically-formulated skincare products.
Showing their product through
This allows Root Science to have a elegant and effective e-commerce site. Because it's built on WordPress which is a popular platform, it can be integrated to complement their content marketing efforts without the need for constant customized development.
"WordPress was always in my thoughts... It was something I've seen so many articles about the way it performed in terms of SEO. So I was looking at WordPress as a possibility, and was a great option to set up a shop."
In actual fact, Derek himself has worked to create and modify 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. The site does have a vast number of plugins available, which is one of the great things regarding WordPress and ...there's the plugin to do everything. So any time we need anything - for example, a loyalty program, or referrals to a loyalty program - it's there."
The intuitive backend interface makes it simple to provide top-notch customer service and to run a flawless processing of fulfillment without requiring expert technical knowledge.
After the initial major challenge being met with a slew of arrows , Root Science was positioned to tackle the next one in attracting the proper traffic.
New audiences can be reached through Google Listings and Ads
Through the use of Root Science Root Science has been using Google's Product Listing for well over an entire year.
In the past, they've been able to "increase our visibility across all the internet and compete with some of the more prominent brands." Root Science has seen a 5% increase of traffic on their website in addition to a 10% increase in sales.
Quality traffic has helped Root Science grow their email list and increase customer retention - the company's holy grail of success.
Their current return on ad spending (ROAS) has been set at 2:1 and their click-throughs are climbing. Some of their products are earning a 4:1 ROAS. As they continue working with keyword recommendations and SEO-driven blog articles, customer education along with other kinds of email marketing and sales, they anticipate their revenues and profit to continue to increase.
Currently, Root Science devotes 50% of their total budget for marketing to Google marketing efforts.
Add-ons and plugins that support Root Science's success
Derek is constantly working to modify ad campaigns and optimize outcomes, which is crucial in achieving the highest ROI possible. Root Science also uses an variety of extensions and plugins to aid in helping their ecommerce business perform and grow.
Utilizing Stripe it's been possible to give express pay alternatives including Apple Pay, Google Pay along with many others.
Write your own personal growth story with Google Listings & Ads
As Gigja put it, "We really are a family run company. We're a tiny team. His mother works with us. My brother also works for us. The house is ours for everything, literally everything you will see on our site - such as the pictures are shot by my brother. Some are taken by myself. I take all the creative direction. Yeah. It's a true hobby project, which has become a business."
If you've got a unique plan, an ambition to make a difference or make a change in your life, the right tools could be everything you need to be successful.
It is the perfect platform for building your online store. Include extensions such as Google Listings & Ads, and you'll have the two necessary components to address some of the most frequent business issues in presenting your product and making them visible to the right people.
Performance Max campaigns streamline everything that is required to create ads, which includes text, image selection for products as well as audience-targeting and optimising for the most effective advertisements and products to ensure your money is used efficiently. The algorithm is able to serve appropriate ads to the appropriate audience at the right time.
So yes, your business couldbe similar to Root Science.
Although you may already own a store, you may not be aware of how the automated Smart Shopping campaign using Google Listings & Ads could boost the sales. Want to take a deeper glance?