Root Science The Evolution of Root Science Grassroots to Global using Google Ads
In the highly competitive skincare industry, Root Science leveraged the power of Google Ads and the flexibility in order to attract new customers and deliver a seamless shopping experience - and achieving a remarkable return on ad spend (ROAS).
Passion turned into profit
Founded by Gigja Wesneski as well as Derek Reynolds, Root Science began as an initiative by Gigja to solve her sister's extremely delicate skin.
Gigja realized that numerous organic products did not meet their natural assertions. Therefore, she decided to create something unique. Gigja collaborated with growers to create an array of formulations that depend on the scientific basis behind every ingredient instead of scents, colors, and fashions.
In their decision to quit their job to focus their efforts on Root Science, Gigja and Derek were looking for a stable digital platform for their company as well as a method to send their message across, on size, to the ideal audience. They found their solutions in as well as Google. When a huge spotlight was thrown on their business in the year 2019, they showed they are ready for incredible growth.
From an effort at the grassroots into a brand that is global
Without their own retail location, Root Science refined their marketing and product development to ensure shelf space at 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 an exfoliation facial masks in the Vogue video. The viral video was a hit in the form of over 17 million hits.
Thanks to WordPress and their site, they could handle the volume of traffic associated with a sudden, viral video, and was able to capitalize on it. Now, Root Science is a company that is growing and invests around 20% of their earnings to marketing.
The two biggest challenges for every business
Two major obstacles were in the way of Root Science's growth as they gained momentum:
- Well-presented products
- Inspiring the right people
If you are a business that operates online the presentation of products involves more than just aesthetics the website should deliver a superior user experience. It needs to load speedily as well as be simple to navigate, and make it easy to navigate from a product page to check out.
A great website is also accessible. Additionally, you require the most appropriate individuals to find it, particularly when the product represents a niche within a broader 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
It allows Root Science to have a attractive and efficient e-commerce store. Because it's built on WordPress which is a popular platform, it can be integrated in conjunction with their marketing and content initiatives without the need for constant customization.
"WordPress was always in my thoughts... I'd been hearing so many stories about how well it did in terms of SEO. Therefore, I started looking into WordPress which, then, I realized it was the perfect choice to start a store."
Actually, Derek himself has worked on the design and development of their online store using the advantages of open source software including community-driven customer support as well as an array of plug-ins and extensions.
"I've played around with the website quite a lot. We do have a large number of plugins available, which is one of the great things with WordPress and ...there's an application for every need. Therefore, whenever we require anything - for example, a referral program or a customer loyalty program, it's available."
The user-friendly backend interface makes it simple to provide top-notch customer service and to run a flawless delivery process, without having to have technical knowledge.
So, with the first big challenge met using , Root Science was positioned for the next task in attracting the proper traffic.
Expanding your reach with Google Listings & Ads
Through Root Science, Root Science has been using Google's Product Listing for well over an entire year.
Since then, they have achieved "increase the visibility of our site across various search queries and help be competitive with bigger companies." Root Science has experienced a growth of 5% of traffic on their website, and 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 holy grail of achievement.
The current rate of return on advertising spending (ROAS) stands at 2:3, and click-throughs are climbing. Some products earn a 4:1 ROAS. If they keep working on keyword recommendations and SEO-driven blog content, education for customers, as well as other forms of email marketing They expect their earnings and profits growing.
Currently, Root Science devotes 50% of their total marketing budget to Google advertisements.
Plugins and extensions that foster Root Science's success
Derek is constantly working to modify advertising campaigns to maximize results, which is key to achieving the best ROI. Root Science also uses an variety of extensions and plug-ins to help the e-commerce company grow.
Using Stripe the company has been able to give express pay options including Apple Pay, Google Pay as well as many more.
Writing your own growth story by using Google Listings and Google Ads
As Gigja put it, "We really are a family owned company. We're a small team. His mother works with us. My brother is also a part of our team. The house is ours for everything, literally everything you will see on our site - like the photographs are taken by my brother, some are taken by me. I provide all the artistic direction. Yeah. We truly are a passion project turned business."
If you've got an imaginative plan, an ambition to make a difference or make a change in your life, you may have the only thing you require 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 one of the biggest business problems in presenting your product and making them visible to the appropriate people.
Performance Max campaigns can automate every aspect, including ad creation and text, image selection for products as well as audience-targeting and optimizing for top performing advertisements and products to ensure your money is used efficiently. The algorithm is able to serve appropriate ads to the right target audience at the appropriate time.
Your business canbe like Root Science.
Although you may already own your own store, you might not be aware of how an automated Smart Shopping campaign using Google Listings & Ads could boost your sales. Do you want to get a closer glance?