Dayon

Dayon, a company specializing in innovative UV and red light therapy products, sought to enhance their performance marketing efforts on Google. By implementing a comprehensive campaign strategy targeting various search and display channels, Dayon aimed to improve lead generation and shopping outcomes while optimizing their budget. The integrated approach, which combined pull marketing on Google with push marketing on meta platforms, led to a significant reduction in the cost per lead.

Our
Challenge

Dayon experienced low lead quality despite high sales conversion rates when leads were contacted directly or filled out a form on the website. The challenge was compounded by the prevalent misconceptions and hesitations regarding UV-related products, making it difficult to sell their offerings. Effective communication was crucial, as three-quarters of Germans reject UV light due to health concerns, necessitating clear, educational content to differentiate their red light therapy products from traditional UV treatments. Additionally, targeting their niche audience—design-conscious individuals with sufficient disposable income—proved challenging due to high scatter loss and inefficient ad spend.

Solution

How we achived great results

Campaign Set-up

Implemented campaigns for Generic Search UV-Lead, Generic Search Redlight, Brand Search Brand Lead, Display Retargeting, PMax Lead, and PMax Shopping to target various aspects of the market.

Performance Optimization

Optimized keywords for the Redlight Generic campaign, leading to improved results; continued small-budget campaigns for UV Generic and Brand Search due to effective performance.

Budget Management

Scaled down the PMax Lead campaign and maintained Display Retargeting on a small budget to allocate resources efficiently while achieving satisfactory results.

Results

The strategic changes led to a significant increase in the Marketing Efficiency Ratio (MER) to 6.06, indicating a marked improvement in marketing effectiveness. The cost per lead dropped noticeably due to better-qualified leads and more efficient budget allocation. Consequently, there was a rise in the number of qualified leads, leading to more productive sales conversations and higher conversion rates. In summary, Dayon's strategic performance marketing overhaul not only enhanced lead quality and communication but also boosted overall marketing efficiency, ensuring sustainable growth and better market penetration for their innovative red light therapy products.