Table of Contents
In the world of luxury gifting, there are few brands with the importance that Royce Chocolate boasts in Japan. Known for their expensive chocolate boxes and nice packaging, Royce has come to be one of the most desirable gifts any person can give in Japanese culture. As it began to enter international markets and look more towards the United States, its goal became to build some online presence and make some sales online in a competitive e-commerce environment, and so digital marketing came to the forefront.
In this case study, we will examine how Royce Chocolate was able to achieve an extraordinary return on investment of 225.25% and more than 287 online conversions through a college-educated and strategic Pay-Per-Click (PPC) campaign.
About Royce Chocolate
Royce Chocolate is a luxury chocolate brand that originated in Hokkaido, Japan. The company sells a signature melt-in-the-mouth Nama chocolate, which has given Royce a respected status in the confectionery industry. Royce has already gone global and is sold in more than 14 countries. Although the brand is successful, as seen in offline experiences, it needed targeted strategies with an emphasis on the digital space as well as U.S.-specific strategies to increase brand awareness and revenue.
The Challenge
Despite being a well-known brand in Japan, Royce Chocolate was relatively new to U.S. online consumers. Their goals included:
- Boosting brand awareness among American consumers
- Increasing online store conversions
- Competing with other premium chocolate brands online
The challenge was to achieve fast results in a saturated market while working within a reasonable ad budget. They needed quick wins that would turn clicks into sales.
The Solution: Google Ads (PPC Campaign)
To meet these objectives, we set up a performance-based Google Ads campaign. PPC (Pay-Per-Click) is one of the quickest ways to reach potential customers. Whereas SEO takes time to build, PPC puts your ad immediately at the very top of search engine results for specific target keywords.
1. Keyword Research
Thorough keyword research was performed to identify keywords associated with premium chocolates, gift boxes, online chocolate delivery, and seasonal-based searches such as; “Valentine’s chocolate” or, “holiday chocolate gifts.”
2. Campaign Segmentation
Campaigns were segmented by:
- Product category
- Geography (The campaigns were U.S. based)
- Search intent and buyer stages
- Keyword match types; Exact Match, Phrase Match and Broad Match Modifier.
3. Match Type Testing
Broad Match Modifier and Exact Match were tested as part of the campaign structure to determine which produced better ROI; Broad Match Modifier (now defunct) was used to identify potential audiences; Exact Match targeted high intent buyers.
4. Conversion-Focused Landing Pages
Traffic would also be directed to specific product pages rather than the homepage, increasing the potential for purchase. Product pages contained strong CTAs, a clear product image, and a fast checkout option.
5. Ad Copy & Variations
Multiple ad variations would be tested in order to find the best messaging and to have fun during the research phase. Some messaging included emotional triggers (“Perfect Gift”), urgency (“Limited Time Offer”), and product specific (“Handcrafted in Japan”).
5. Ad Copy & Variations
The PPC campaign provided fantastic results in a short timeframe:
Ad Spend: $4,208.14
Revenue: $13,686.90
Conversions: 287
Return on Investment (ROI): 225.25%
Key Takeaways
Paid Ads Can Deliver Results
Royce’s PPC campaign worked to immediately get their product in front of an audience. After just a few weeks, they saw an increase in traffic and sales.
Campaign Structure
By separating campaigns on match types and buyer intent, we preserved their budget while providing better control over campaign performance.
Landing Page Optimization
Also, sending traffic to pages converting well made a difference. If a landing page is optimized for conversion, it can do a good job turning clicks into customers.
Keyword Intent = Sales
The campaign also used more commercial-intent keywords as targets which brought users that were looking to purchase specifically. Keywords like “buy chocolate online” or “chocolate gifts” had users that were ready to purchase.
PPC + SEO = Long-Term Growth
While PPC helped Royce to pick up steam quickly, we wanted them to introduce long-term SEO to ensure brand visibility and less reliance on paid ads.
How Royce Chocolate Won with PPC Marketing
Royce Chocolate’s campaign is a perfect example of how a well-executed PPC strategy can provide tangible, measurable results. Testing different ads, checking performance every day, and using data to make decisions were critical to success. Plus, having a quality product and an established brand made a difference in terms of trust and CTR.
Conclusion
The success of Royce Chocolate illustrates how effective a carefully created eCommerce PPC strategy can be – particularly for high-end brands seeking to enter new markets. If you’re waiting for growth in traffic, conversions, and ROI with data-driven digital advertising – Badiya Brand can assist you. Allow us to research, build, and manage a custom eCommerce PPC campaign that achieves your desired outcomes.
Begin your journey for success with Badiya Brand now.
