When Nutrafol started with Algofy, the company was 68% over their cost-per-acquisition (CPA) target on Search. The mission was clear: hit the CPA target. Due to the poor performance of the previous agency, Nutrafol had to cut its ad spend budget. Nevertheless, Algofy was able to achieve the monthly all-time sales record for Search three times within the first four months of working together.
Prior to teaming up with Algofy, Nutrafol had just one landing page for their product. Given the personal nature of hair loss, Algofy identified the apparent differences in performance between genders through the previous performance data.
Algofy provided a framework for gender-specific product pages, which visualized the distinct imagery and motivations related to hair loss specifically for men and women.
We then restructured and segmented the account to have gender-specific campaigns, with gendered keywords utilizing the appropriate ad copy and landing page.
Leveraging bid modifiers on demographics enabled this setup to reach a more scalable and predictable account.
Here you can see the key differences in having a gender specific and target landing page. Notice the testimonial video with the woman and even the headline that says "Women" in italics.
In targeting men, other than the testimonial, you also see the distinction in the scalp image used as well as a different font and darker color choices.
System that works
Before scaling advertising, it is always important to understand what exactly your audience wants. Creating a streamlined and custom user experience on your website, matched by your ad strategy, will always yield greater returns than delivering the same message to everyone.