Read this case study to know how Chuckling Goat achieved a 495% growth in sales through Google Ads Campaign?
A Quick Glance at the outline of the Story:
Brand: Chuckling Goat
Industry: Healthcare
Tool Employed: Google Ads
Outcome: 495% growth in sales
Business Type: B2C
The Brand
UK’s leading producer of goats milk kefir and kefir skincare, Chuckling Goat offers a range of products that are suitable for people who may be prone to eczema, psoriasis, dermatitis, rosacea, acne and allergies. Till date the Kefir company has helped 206,737 people from around the world!
The Story
There is very different story behind the launch of Chuckling Goat. The company was founded when the co-owner Shann Jones was in an urgent need of a solution to fix health problems of her family.
Working from her kitchen itself, Shann created a treatment for her son’s eczema as well as her husband Rich’s life-threatening superbug infection by making use of her natural farm-made products. The key component of every product was a probiotic called kefir that when consumed or applied to the skin, acts as a powerful healing agent in a range of diseases that include eczema, psoriasis, rosacea and acne.
After Shann could successfully help her family get rid of the diseases and the infections, she wanted to raise brand awareness about these products in masses. Since, she had no budget for advertising initially, she concentrated on search engine optimization to accomplish her brand awareness goals.
“We had no money to advertise, so we had to concentrate on getting our SEO right so people could find us on Google.” – Shann Jones
However, Shann wanted to grow her business and take it to a higher level from a cottage industry to a productive large-scale business and so she needed more online sales.
“I was making soap on the kitchen stove, Rich was milking the goats …and we did the paperwork on a little desk in the hallway. We are a completely end-to-end. We still grow the hay, milk the goats, box the products, service the customers, run the website—all right here on the farm.” -Shann Jones
The objective – Taking the business global
- Raising brand awareness and attracting new customers through Google
- Driving more online sales and boosting the business
- Taking the business global
Among the main challenges in front of Shann, was generating awareness about her brand and attracting new customers to her website through the search engine-Google. As obvious, she also wanted to drive more online sales and grow her business taking it to a higher level from a small-scale industry to a well-productive large-scale business.
As longer-term goal, Shann wanted to take her business global and so was in hunt of ways to accomplish it easily.
Investing in Google Ads
Although Shann was suggested by her web designer to try Google Ads in the beginning itself but because she had no budget allotted for advertising and that she didn’t find paid advertising right for her brand, she was a bit reluctant to advertise in the start.
But one day, they decided to give it a try and that was the day after which they never looked back.
When they found their advertising solution in Google Ads and settled on giving it a go, they planned to make investment in various Google Ads Campaigns that included:
- Search campaigns
- Display campaigns
- Metrics and support
Step#1: Search campaigns
Chuckling Goat invested largely in search campaigns, for this was the way they could help more and more consumers to find them through search.
“That’s our shop window to the world and people need to be able to find us—and that’s really the only way it can be done!” – Shann Jones
Step#2: Display campaigns
Chuckling Goat also made use of display campaigns to serve the purpose of showcasing their brand, specific products, or the ongoing offers if any.
Step#3: Metrics and support
Shann also made investments in the metrics and support and the response she received from Google has proved to be a big help in driving results.
“Transparent metrics took the anxiety out of the process for me. And every time we speak to Google we get great insights that help improve our campaigns.” – Shann Jones
Augmenting the sales
Shann never had to look back once she turned to Google Ads for her business’s advertising solution. Through the right investment in different Google Ads campaigns, they could not only see a 495% growth in sales but were able to make 7,000 conversions each month
Campaign Highlights:
- 495% growth in sales
- 7,000 conversions each month
- £350,000 monthly sales
Words by Shann Jones, co-founder and co-director, Chuckling Goat
“It’s difficult to overestimate just how important Google’s ad solutions have been for our business.”
Source: Google