Looking for something to do on a free afternoon? Paint the Mona Lisa or a picture from your own photo. That is exactly the kind of painting Honkeeproduces.
When Honkee first reached out to us, the peak season was approaching. Campaigns were running, but were they earning enough? The client saw that there was still room for optimization. And they were right.
When we started, they were operating in 3 countries with revenue in the hundreds of thousands. Today, they sell to 10 countries and count their revenue in the millions.
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In short: How did we achieve this?
Knowing the systems inside out isn't enough. At Adsvantage, the foundation is understanding the client's business. Based on that, we:
- adjusted the campaign structure
- created a mind map that we follow when entering a new country
- optimized the XML feed
- integrated video campaigns
We regularly discuss results with the client and propose further development.
Over years of working with campaigns, we have developed our own framework, which has proven successful for Honkee as well.
Shopping campaigns run thanks to an optimized feed
Shopping campaigns are displayed based on information in the XML feed. That is why its optimization is key. Honkee runs on Shoptet, which offers multiple XML feed variants for various advertising systems.
We focused on fine-tuning these parameters in particular: price, image, description, title.
Price
In Google Shopping, more advertisers are displayed, so price is crucial. At Honkee, product price is influenced by the size of the image. The larger they are, the more expensive they become, but the customer cannot tell the size from the image. Another parameter affecting the price is delivery speed. That is why we hid the most expensive variants and express deliveryin the XML feed.
Name
The product name was in all caps, which is why only 3 words were displayed. After the adjustment, there are 6. By displaying more words in the name, the customer gets important information.
Sounds like a small detail? This also affects sales.
Want to compare your price with the competition? Try this: Google Merchant Center > Growth > Price competitiveness.
We also optimize based on budgets and ROAS (return on ad spend). We hide unprofitable productsso that we can use the budget where it earns us money.
Google has a total of 8 platforms (YouTube, Android, Chrome, Google Maps, etc.), each used by over 1 billion people. Google Ads processes this data. To get the most out of it, we bring in relevant users from multiple sources: price comparison sites, catalogs, Sklik, and TikTok.
We fine-tune search campaigns based on 30+ criteria
Every day, Google processes over 3.5 billion search queries. The perfect place to get in front of your customers!
We developed a detailed keyword analysis. Then, we set up and optimized campaigns according to our 30+ point checklist.
What’s on it?
- impression share
- impression percentage
- average cost per click
- cost
- conversion value
- ROAS
- location
- demographics
- website behavior
- placement and more
In collaboration with the client we are improving the appearance of ads. We monitor the advantages of our competitors and respond with better ones to capture customer interest.
YouTube is advertising that people remember
Do you know which ad makes people most likely to remember your brand?
It’s video advertising. That’s why we use it too.
Video campaigns play a major role in new markets. Where people don’t know our brand, video explains what it’s all about. In the first phase, we build product awareness; in the second, we guide customers toward placing an order. We have uploaded our best-selling products to the videos.
We have benefited from precise audience targetingWhich ones do we use?
- Remarketing: We target users who have visited the e-shop.
- Custom: We create audiences based on search queries or visited pages. For example, we reach out to everyone who searched for "paint your own photo."
We optimize primarily based on location, device (on which the video is playing), and placement (YouTube channels where the videos appear).
We test different videos. We experiment and track what brings us customers.
How do we move e-shops forward?
We develop e-shops based on our proprietary development framework. And we gradually recommend improvements for maximum growth. For example:
- Internal search for inspiration
Building a product portfolio is all about finding iconic photos and trends. We often monitor search queries directly on the e-shop, as well as in search engines and Google Trends.
- Sale page due to the addition of subpages
- Proposals for new payment methods
In Germany we discovered from search queries that people are looking for "auf rechnung," which means pay later. Up to 40% of shoppers use this option there. The most popular way to pay for orders is PayPal.
- Building credibility
We implemented the TrustedShops.com service, which is similar to the "Verified by Customers" certificate from Heureka.
- Testing new features
We keep track of the new features that search engine marketing churns out in huge numbers. One of the most important is the image extension in search campaigns.
Check if you have the extension enabled.
Simple and automated reporting
To present results, we use Data Studio with the most important metrics and charts. These are interactive, so the client can always see the current results.
Manually creating reports would be a waste of time that we can dedicate to campaigns. That is why via script we send the total spend from Sklik, Heureka, and Zboží.cz to Google Analytics and then to the Data Studio report.
