Campanie
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Strategic approach:
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Context ForIT is one of the oldest online shops in Romania specialised in PC and laptop components, with more than 2500 orders / month. At the beginning of 2021 we decided to start a process of growth by focusing on product categories and target audiences that can generate higer values / order. Challenge The main challenge in the market is the competition. The main competitor here is emag and also PC Garage which was also bought by emag. Our market is also covered by multiple small players. So the big challenge was how to gain more revenues in this crowded market. Objective Our objective was to increase the revenues by 50% and maintain the current ROAS which was profitable for our client. Approach The first thing that we decided to tackle was how to differentiate our ads from the competitors in order to be more visible and attract customers in our shop. For this, taking into account that our client had product reviews in the online shop, we activated google shopping reviews and then the reviews were shown in google shopping ads together with the products. With this we also touched the social proof side ensuring the future customers that other customers have bought the product and reviewed it. We already had a mix of search and shopping campaigns that worked really well, but we decided to go even further and more specific and granular, by splitting the shopping campaigns (category-based) into really specific campaigns based on product subcategories. Together with this we decided to focus on subcategories that had products with higher value and competitive pricing. Google merchant product statistics gave us valuable insights that helped us in budget allocation and bidding strategy. Also new search ad variants that communicated new products in stock and starting prices helped us increase the CTR that led to more potential customers in our online shop. |
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