Zen Luxury Extensions
Zen Luxury Extensions is a premium hair extensions brand renowned for its exceptional quality, innovation, and commitment to empowering both hairstylists and individuals. Crafted with 100% ethically sourced human hair, Zen’s products are designed to seamlessly blend, style, and enhance natural beauty. The brand offers a diverse range of professional and clip-in solutions, including the LS+ Professional Extensions for long-lasting salon results and the Serene Collection of clip-ins for effortless, everyday glamour. With a focus on luxury, durability, and flawless performance, Zen Luxury Extensions has become the go-to choice for those seeking hair transformation with elegance and confidence.
The Plan
Rockit has been working with Zen for many years. We have been involved in PR and marketing with the brand and have seen it grow from strength-to-strength to become one of the leading professional hair extensions brand currently available in the world.
The services we provide are many but for the purposes of this case study we will focus on just the Google Ads.
Zen Hair sought to expand its online presence and drive sales through its newly launched online shop and app. Rockit was tasked with developing and executing a comprehensive digital marketing strategy to achieve these goals.
The Strategy
Goal: To increase brand awareness, drive website traffic, and boost app downloads for Zen Hair Extensions.
Target Audience:
Professional hairdressers and salons
Consumers interested in hair extensions
Ad Groups and Ad Copy:
Product-Focused Ad Groups: Highlight specific product lines, such as clip-in extensions, tape-in extensions, and wigs.
Brand Awareness Ad Groups: Promote the Zen Hair brand and its commitment to quality and innovation.
Compelling Ad Copy: Write persuasive ad copy that emphasizes the benefits of using Zen Hair Extensions, such as natural appearance, durability, and ease of use.
Bidding Strategy:
Maximise Clicks: Prioritise generating as many clicks as possible within the specified budget.
Target CPA: Set a target cost per acquisition to optimise for conversions, such as website visits or app downloads.
Tracking and Measurement:
Key Performance Indicators (KPIs): Track key metrics such as clicks, impressions, click-through rate (CTR), cost-per-click (CPC), and conversion rate.
A/B Testing: Continuously test different ad variations to optimise performance.
Conversion Tracking: Implement conversion tracking to measure the impact of Google Ads on website conversions and app downloads.
The Results
Sector: Hairdressing
Services highlighted: Google Ads
12.9M Impressions
198K Clicks
£0.10 Avg. CPC
1.54% CTR