METAL – GUM is an online store selling ready-made canopies for doors, windows, and balconies. It also offers products such as garden greenhouses and polycarbonate panels. The company started working with EACTIVE, an online marketing agency, to develop an online marketing strategy.
Goals
To promote products in the search engine
To increase valuable traffic on the website
To boost sales
Approach
Launch marketing activities in the search engine with Google AdWords
Create and optimize the Shopping ads campaign
Analyze user data collected by Google Analytics
Modify the website on the basis of Google Analytics data in order to improve its function
RESULTS
The e-commerce conversion rate increased by over 80% (1.14% as compared to 0.63%)
The conversion cost was reduced from 53.23 PLN to 40.94 PLN
The number of transactions increased from 22 to 31
The number of unique purchases increased from 22 to 33
The number of purchased products increased from 26 to 37
The average order value increased by 8.78%
Company revenue increased by over 58%
In light of growing online competition, store managers realized that they needed to take professional action to make their products visible for potential customers.
METAL – GUM's main advertising goals were to promote products on offer, increase valuable website traffic, and boost sales. EACTIVE launched a Shopping ads campaign, which resulted in an increase of e-commerce conversion rates on METAL – GUM's website by 80.65%. In this case, a purchase was regarded as a conversion.
An analysis of product and category performance revealed that the highest number of conversions was generated by products from the category of modern door canopies, which also achieved the best CTR. Other products were excluded from the campaign so that rates could be raised for items with the highest number of conversions and clicks in order to enhance their potential.
"The Shopping ads campaign is meeting METAL – GUM's needs perfectly, helping ensure the high visibility of our products in the search engine thanks to the ad format and its elements, such as photos and prices" says Sławomir Węgliński, Google Ads Team Coordinator at EACTIVE.
"The possibility of continuously optimizing the campaign allows us to target ads precisely at people who are interested in the company's offer, respond to changes in the industry, and improve the campaign for its duration on an ongoing basis."
- Sławomir Węgliński, Google Ads Team Coordinator at EACTIVE
This applies to the campaign budget as well, which is also continuously optimized and controlled, so that it can be adjusted to the advertiser's needs at any time in order to increase ad performance without losing funds.
EACTIVE ran the Shopping ads campaign for METAL – GUM and carried out the following:
- Conducted a comprehensive analysis of product and category performance and selected those with the highest number of conversions and best CTR
- Analyzed and adjusted rates based on users' location
- Analyzed and adjusted rates based on ad scheduling
- Created a custom audience and adjusted rates based on stages of purchase
A month after optimization and campaign launch, the initial goal was achieved:
- The e-commerce conversion rate increased by over 80% (1.14% as compared to 0.63%)
- The conversion cost was reduced from 53.23 PLN to 40.94 PLN
- The number of transactions increased from 22 to 31
- The number of unique purchases increased from 22 to 33
- The number of purchased products increased from 26 to 37
- The average order value increased by 8.78%
- The revenue generated by the Shopping ads campaign has increased by more than 58%
The Shopping ads campaign for METAL – GUM was primarily an effective method of attracting the attention of potential clients with an unusual ad design. The certified Google Ads Team at EACTIVE, agency with Google Premier Partners status, was responsible for the campaign. What's more, thanks to Google Analytics data concerning user behavior on the website and shopping basket performance, the company's website was modified in terms of User Experience and became more functional and intuitive. The purchase process became more convenient and easily accessible, which resulted in a higher number of transactions.
