Improved Lead Quality By 120% For Medical-Grade Wigs Retailer

The client was City Looks, a boutique specializing in medical-grade wigs for cancer patients. The client aimed to boost online sales and raise awareness about their products.

Problem: The client’s website was not getting sufficient traffic, the product had a narrow, niche market, and the target keywords had a high potential for irrelevant traffic i.e. (Lots of irrelevant traffic for fashion-oriented wig buyers had been recorded even though ideal customer would need a special wig for cancer or alopecia conditions). This was the core of the client’s challenge

Strategy

We developed a comprehensive PPC strategy that included:

• Using the data from past buyers, along with website events to create a audience cohorts that were exposed to ads that overlapped with their position in the funnel.
• Conducted VOC research and mined product reviews to find all customer lingo associated medical-grade wigs, cancer patient support, and hair loss solutions.
• Utilized ad extensions (Price & Call out extensions) to provide additional information about product type and use case so as to weed out irrelevant clicks
• Implemented a geotargeting approach to focus on areas with higher demand for cancer patient support products.

Results

Within the campaign period, we achieved remarkable results leading to

• A 120% increase in lead quality associated with website traffic and product sales