Improve e-commerce revenue and conversion rate on paid advertising channels

Through trial and error, we changed the advertising structure and strategy several times to increase revenue by 600% and conversion rate by 300%.

Client

Makromikro Group

Expertise

Research
Strategy
Implementation
Operations

Year

2021

Challenges

Ensure the success of paid channels that do not rely on the brand in a highly competitive market.
Choose the right channels, allocate the budget for maximum performance and ensure the flexibility of the structure.
Make sure that investing in advertising is profitable and that it is sustainable and scalable in the long run.
Ensure that everything that is done within advertising is set in a clear model and funnel.

Solution

Selection of the RACE model as the basis for setting all activations within it - ensuring that it is robust enough, but also flexible.
Within the structure, select campaigns that are always-on and those that are seasonal to define processes for preparing, running and judging the success of such campaigns.
Gradually add channels and calibrate the budget for each of them continuously, to optimize results.
Development of the process for guiding specialists on the account, including implementing project management and performance monitoring tools as well as providing education and guidance.
Change the foundations of the structure, targeting and creativity in case of unsatisfactory results until the whole process was fully optimized.
Continuous planning and budgeting of non-always-on campaigns.

Results

178% Increase in e-commerce conversion rate on paid channels (Y-O-Y)
497% Increase in number of Transactions on paid channels (Y-O-Y)
756% Increase in revenue on paid channels (Y-O-Y)
82% Increase in users through paid channels (Y-O-Y)

Before the collaboration began

Makromikro grupa d.o.o. is recognized in the market as a leading company in the segment of sales of office supplies, IT equipment, inks and toners. By expanding the sales range with additional segments (cleaning and hygiene products, consumer electronics and food and beverages), they became a place where customers can meet all your office needs.

At the beginning of 2020, the digital transformation began with the creation of a new website and the transfer of part of the online focus to the B2C segment. One part of the digital transformation was the advertising strategy.

The initial strategy was set in April 2020. At the time,advertising could not rely on the strength of the brand in the B2C segment and we had to build everything from scratch. In order to ensure a strong penetration into this segment within as soon a timeframe as possible, the project was divided into five parts:

Find a good advertising specialist we can work with and rely on.
Set the initial structure, budgeting and selection of channels and settings that are flexible enough that the changes do not crash the whole system.
Prepare analytical platforms for monitoring results – channel grouping, naming conventions, tracking methods.
Ensure continuous and structured communication between Granular, independent specialists and the client.
Set optimization plans and theses and monitor the process of these changes over time.

Continuous results

Unlike most marketing strategies that are set up very robustly, our advertising strategy is set up with enough flexibility that the pillars within the main structure do not change, but that the items inside change simply enough to quickly ensure results to the bottom line.

We set an ambitious plan where we held meetings with the client and specialists on a weekly basis, adding new strategic-level advertising activities to the pipeline, while the specialist continued to implement this operationally. – We also performed continuous optimization of primarily Google and Social Media advertising.

On our part, regular analyzes of the results were done, which were later sent to the specialist for specialization with inputs from his and the client’s side. Such a division ensured good account hygiene, a focus on the essential strategic matters, and monitoring of the direct impact on business results.

The things that have had the most impact on results are automated structures within advertising, a very granular approach to each individual ad, ad group (ad set),campaign, and bottom-up optimization.