Being the market leader doesn't mean the job is done. Resting on your laurels simply doesn't pay off in business. On the contrary, being a leader means setting an example, staying ahead of the pack, and finding ways to keep moving forward. Rodinné balení, an e-shop with a wide range of high-quality bedding and home textiles, knows this well. As a multiple-time finalist and winner of the Shop of the Year award in the Czech Republic and Slovakia, and a holder of the Heureka "Verified by Customers" gold award, they don't take their position for granted. That is why they didn't stop after reaching the top spot. On the contrary, they moved on to further strategy refinement, attention to detail, and targeted strengthening of their core advantages. Due to a signed non-disclosure agreement (NDA), we are sharing selected results and strategic steps.
What exactly did this collaboration bring? And how can you kickstart similar growth yourself?
+25% revenue growth
–20% reduction in cost of sales (PNO)
It was September 2023…
And our collaboration began, which significantly eased the daily operations for Rodinné balení. In the past, they were held back by daily communication with agencies and handling formalities, which they could now leave entirely to us. The only things we defined were 3 main goals:
- An increase of approximately 20% month-over-month compared to last year, with the same level of spend.
- Optimizing PPC in Google Ads, Sklik, and Microsoft Ads (Bing).
- Focusing on product comparison sites: Heureka, Zboží.cz, Favi, and Biano.
"Proper segmentation of individual campaigns using labels was key for me. I was also thinking about implementing better strategies, the overall campaign structure, and improving and updating the ads."
– Martin Kisza, PPC Specialist
There was no need for lengthy meetings – from the start, we were clear on where to begin and how to proceed. We got to know the product range, the brand, and the existing advertising, and started putting the pieces together so that everything made sense and worked as a whole. And the result was… 👇🏻
10 steps to success
1. We defined our target audience
With an emphasis on affordability, we primarily target women aged 24–65. We analyzed the media channels they follow, the brands they purchase (consumer basket), and other detailed segmentations from the Atlas of Czechs. Thanks to this step, we were able to make campaigns more efficient in both the Czech Republic and Slovakia.
2. We compared data from GA4 with the Rodinné balení administration
And carefully evaluated everything. Google and Sklik accounted for the largest share of traffic from our channels, so they rightfully received the most attention. However, as per the client's wishes, other channels were not left behind.
3. We restructured the overall Google Ads campaigns
We replaced Shopping campaigns with Performance Max, which are now strategically segmented. At the same time, we:
- updated ad copy, assets, and extensions,
- optimized the feed and added necessary parameters and products,
- improved targeting using GA4, Google Ads audiences, and custom customer lists,
- expanded the campaign mix with precision-targeted Demand Gen campaigns, YouTube video campaigns, and new search campaigns,
- added product reviews to increase credibility,
- enriched search campaigns with high-converting search queries,
- leveraged keyword analysis and A/B testing for RSA ads,
- enriched remarketing tags and other parameters for individual products, enabling more precise campaign targeting and providing more signals for auction bidding decisions.
4. We simplified the Sklik campaign structure
We moved from thematic ad groups to SKAGs, which allowed for more precise targeting and better control over ad delivery. This change led to higher CTR and a lower cost-per-click. At the same time, we disabled unprofitable display campaigns and replaced them with custom ones that we targeted more precisely. Finally, we implemented the remarketing tag with all necessary parameters and created a set of banners for more effective campaigns.
5. We adjusted the settings on Zboží
Specifically, we adjusted bidding for non-converting products and prioritized higher-performing devices. We enriched the feed with additional parameters and set up proper conversion tracking.
6. We have worked on Heureka and Microsoft Ads - Bing.
In the first case, we focused on optimization based on the assortment report and performance and cost overview. At the same time, we enriched the feed with other necessary parameters. In the second case, we improved the campaign structure using A/B testing of smart campaigns and strategies. Additionally, we enriched the account with search campaigns, conversion code setup, audiences, and consent mode activation.
TIP: Your product should definitely not be missing from Zboží, Heureka, or Bing if it is advantageous with regard to your current strategy. The customer conversion path is becoming increasingly complex, which is why it is important to reach people in multiple places. This increases reach/awareness and builds remarketing audiences, which we subsequently also use in Google Ads.
7. We improved bidding for individual categories and products on Favi
This was done based on data from GA4. We then enriched the feed with missing parameters in individual categories. Based on the ROAS calculation table, we subsequently determined which products needed more emphasis.
8. We streamlined the setup on Biano
We added key parameters such as color, size, material, and product type. Due to the strategic model, which only allows for setting a preferred product prioritization strategy, the option for manual cost-per-click adjustments was eliminated. Based on our experience, however, this model is not as effective compared to manual cost-per-click settings, which offer more precise cost and campaign performance optimization.
TIP: It is now possible to set a uniform CPC for all products. Simply contact Biano support and request the activation of this feature.
9. We implemented a Direct Purchase
With a budget in the high millions. Although Rodinné balení had implemented it before, we were now able to save them money thanks to our Seznam partner discount. During setup, we utilized the "See, Think, Do, Care" strategy, which in practice looked like this:
- See: Sheets for every style and comfort. Discover our wide selection!
- Think: Thinking about a new sheet? Find out which material is right for you.
- Do: Free gift with purchases over 1,250 CZK. Don't wait, order today!
- Care: Thank you for choosing our sheets. Get 100 CZK for registering!
For subsequent accurate evaluation, we set up a UTM parameter template. In addition, we tested various creatives, landing pages, and product details versus entire categories, which then allowed us to create specific recommendations for the client.
10. We weren't afraid of print, either
We published an article for the client in a magazine that reaches a relevant target audience. This step aimed to increase brand awareness and reach customers who are more active in offline media.
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What are the results?
We managed to streamline the campaigns, resulting in 25% higher revenue while reducing the cost-to-turnover ratio by 20%.
At the same time, in November we achieved a 16% increase year-on-year, followed by a 5% increase in December. However, we saw the biggest differences during the summer months and the beginning of autumn, specifically:
- in July, when we achieved a 38% increase in revenue,
- in August, when there was a 36% increase,
- in September, when we achieved a 63% increase.
And all this while reducing the overall cost of sales.
Regarding results by individual channels, efficiency in Google increased by 20% in the very first month.
Previous agency:
After our adjustments:
In Sklik, we managed to improve campaign efficiency by 50%, even at high turnover volumes. We also performed a detailed analysis of administrative data, which allowed us to optimize banner sizes and their placement. For the Family Pack, the most effective formats proved to be 300×600 and 450×450 for mobile devices.
As for Zboží, Bing, and Favi, the results were as follows:
Zboží
- In August 2024, costs increased by 26%, revenue by 60%, and transactions by 51%.
- In September 2024, costs increased by 197%, revenue by 198%, and transactions by 156%.
Bing
- In August 2024, costs decreased by 6%, while revenue grew by 56% and transactions by 38%.
- In September 2024, costs decreased by 37%, while revenue grew by 30% and transactions by 24%.
Favi
- In August 2024, costs increased by 46%, revenue by 27%, and transactions by 27%.
- In September 2024, costs increased by 102%, revenue by 70%, and transactions by 66%.
In addition to over 12,000 Google reviews and 48,000 verified Heureka reviews with 98% customer satisfaction Rodinné balení also received two awards in the Shop of the Year competition in the Slovak market:
- Quality Award: Home and Design,
- Quality Award: Home Accessories.
What does Rodinné balení have to say about it?
"The Adsvantage team helped us set up our ad accounts, optimize our campaigns, and evaluate performance. The entire collaboration has been going very well – professional, fast, and goal-oriented. We especially appreciate the flexibility, excellent communication, and practical results in the form of increased campaign performance and efficient budget utilization."
– Pulkit Walia, Managing Director
And what are the plans for the future?
The goal is to achieve 10% year-on-year growth while maintaining current (or ideally even better) ROAS, which is why we continue to work on improving strategies and optimizing campaigns. And at the same time, we look forward to further shared successes that our collaboration will bring!
