In today’s fiercely competitive beauty market, we must experiment with new features to maintain a prominent presence when users are searching. By using broad match, we have enhanced all the AI capabilities within Google Ads, resulting in improved excellence in execution.

-Mauro Alegre, Media & Consumer Touchpoints Manager, L’Oreal Spain and Portugal

The Challenge

L’Oreal is one of the biggest personal care companies in the world, with diverse, leading sub-brands in skin care, make-up, perfume, and hair care. Facing high competition in the market and a need to increase efficiency, L’Oreal decided to implement a new approach for its search campaigns.

The Approach

L’Oreal decided to expand broad match, its innovative AI solution, to enhance efficiency and increase online sales and qualified traffic in all its sub-brands. It incremented the adoption of broad match to 50% of the total of its campaigns, focusing mostly on generic campaigns to increase brand consideration. It also experimented with brand restriction in Garnier, its non-direct-to-consumer (DTC) sub-brand.

Partnering with Making Science: It helped expand the adoption of broad match.

The Results

Broad match brought in average 55% of conversions in all the brands in six months. It drastically increased conversions for DTC brands, such as Kiehl’s (66%) and Vichy (70%), and non-DTC brands, such as L’Oreal Paris (55%) and Skinceuticals (98%). Garnier experimented with brand restriction, which brought 75% incremental conversions in brand campaigns. In terms of effectiveness, the cost per conversion decreased by 22% and the conversion rate increased by 13%.