Root Science from Grassroots to Global using Google Ads
In the crowded skincare vertical, Root Science leveraged the power in Google Ads and the flexibility of the platform to connect with new customers and deliver the best shopping experience while achieving impressive ROI on ads (ROAS).
The passion of a person can be turned into money
Root Science was founded by Gigja Wesneski and Derek Reynolds, Root Science was initially an attempt by Gigja to solve her sister's extremely delicate skin.
Gigja discovered that a lot of organic products did not live up to their earthy claims. So, she set out to craft something new. Gigja was able to work with the individual cultivators to develop a variety of formulations that depend on the research of each ingredient, not scents, colors, and fashions.
After quitting their jobs to concentrate in Root Science, Gigja and Derek were looking for a stable digital base for their venture and a way to get their message across, on large, to the right public. They found their solutions in and Google. Then, when the spotlight was unexpectedly shown to their company in the year the year 2019, they showed they are capable of achieving incredible expansion.
From a grassroots effort to an international brand
With no retail store, Root Science refined their products and marketing to make sure they had shelf space stores like Anthropologie, Free People, Neiman Marcus, and Bloomingdale's. The press took notice.
In 2019, Kourtney Kardashian happened to feature an exfoliation facial masks in a Vogue video. The clip went viral in the form of over 17 million hits.
With WordPress and , their website could manage the volume of traffic associated with a sudden, viral video and were able to capitalize on it. Now, Root Science is a expanding business, which invests 20% of their revenue to marketing.
The biggest two challenges facing all businesses
Two big challenges hindered Root Science's growth in the early stages of their growth:
- Presenting products well
- Reaching out to the right audience
If you are a business that operates online it is important to present your products in a way that is more than the aesthetics the website should deliver a superior user experience. It must load quickly, be intuitive to navigate, and allow users to get from a webpage for a product to the point of payment.
An excellent website will also be accessible. In addition, you must have the most appropriate individuals to locate it, especially if it is 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.
Showcasing their products with
enables Root Science to have a elegant and effective e-commerce site. And because it's built on WordPress, it works perfectly in conjunction with their marketing and content initiatives without the need for constant customized development.
"WordPress was always on my radar... I'd been hearing so many stories about the way it performed well with SEO. That's why I began looking at WordPress, and then was a great option to set up a shop."
In fact, Derek himself has worked to design and customize their eCommerce site, taking advantage of the benefits of open source software like community-driven support and numerous plugins and extensions.
"I've played around with the website quite a lot. The site does have a vast number of plugins available, which is what's so great regarding WordPress and ...there's an application for every need. If we ever need some kind of loyalty program, or referrals to a loyalty program, it's available."
The intuitive backend interface allows you to offer top-quality customer service and manage a seamless delivery process, without having to have technical expertise.
So, with the first big challenge met using , Root Science was positioned to meet the next challenge to draw the appropriate traffic.
New audiences can be reached through Google Listings and Ads
Through Root Science, Root Science has been using Google's Product Listing for well over a year.
In the past, they've achieved "increase the visibility of our site across various the internet and compete with some of the larger names." Root Science has witnessed a 5 percent increase of traffic on their website, and a 10% increase in sales.
Quality traffic has helped Root Science grow their email list, and improve customer retention The company's most sought-after metric of success.
The current rate of return on advertising spending (ROAS) is 2:1, and their click-throughs are increasing. Some of their products are earning an ROI of 4:1. As they continue working with Keyword recommendations, SEO-driven blogs, negative keywords articles, customer education as well as other forms of marketing via email They expect their earnings and profits growing.
At present, Root Science devotes 50 percent of their overall marketing budget to their Google advertisements.
Add-ons and plugins that support Root Science's success
Derek continually tweaks ads and improve outcomes, which is crucial in achieving the highest ROI. Root Science also uses an variety of extensions and plugins to aid in helping their online business expand.
Utilizing Stripe, they've been able to give express pay options such as Apple Pay, Google Pay along with many others.
Writing your own growth story by using Google Listings and Google Ads
In the words of Gigja put it, "We really are a family owned business. We're a small team. The mother of his team is 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 - as the photos are taken by my brother. Some are taken by me. I take all the creative directions. Yeah. It's a true hobby project, which has become a business."
If you've got a unique idea, or a desire to make a difference or make a change for your life, then the right tools may be the only thing you require to succeed.
is the ideal platform for building your online store. Add extensions like Google Listings & Ads, and you'll have both the 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 from ad design and text, image selection for products as well as audience-targeting and optimising for the most effective ads and products so your money is used efficiently. The algorithm delivers the most relevant ads to the right audience at the right time.
So yes, your business couldbe like Root Science.
Even if you already have your own store, you might not have realized how much the automated Smart Shopping campaign using Google Listings & Ads could boost your sales. Do you want to get a closer glance?