Mission
Development, customization, and implementation of the advertising strategy for the Trucht store.
Execution
We began by engaging the local community with the physical store and reacquiring online customers, thereby creating a closely-knit group associated with the Trucht store. In the subsequent phase, we successfully implemented Google Ads and Facebook Ads campaigns, segmented for both in-store and online sales. By reorganizing products, identifying unique items, and establishing appropriate sales channels, we achieved our intended objectives.
Execution
Initially, the limited scale of online sales did not provide sufficient data. Therefore, we configured analytical tools to collect user information in a best possible way for that moment. Subsequently, through a series of steps, we optimized our efforts by eliminating less profitable customer segments and focusing on achieving a high Return on Advertising Spend (ROAS).
Moreover, in addition to paid advertising, we focused our attention to user-centered website optimization. During the „off-season” (autumn/winter), we updated the store, reorganized product groups to facilitate intuitive searching. Our social media activities were targeted towards specific audience groups, considering their level of engagement. Our promotional campaigns, both seasonal and occasion-based, were based on meticulous sales and inventory analysis.
Meta
Meta Ads campaigns were primarily focused on catalog sales and conversions, with a smaller emphasis on acquiring new traffic due to high competition and limited budget.
Google Ads
The Google Ads campaigns initially focused on local store customers, and then gradually redirected them to the online store using promotional strategies. We employed various campaigns, including Smart Campaigns, which centered on popular keywords related to the store. Additionally, we utilized Display Network campaigns to showcase ongoing promotions and Search Network campaigns targeted at brand searches and specific product types.
Efficiency
Despite significant changes in advertising campaign budgets, we managed to achieve an increase in ROAS. The effectiveness of Google Ads campaigns was tracked through conversion paths in Google Analytics (with a 30-day lookback window before conversion), while Facebook Ads campaigns were analyzed based on data from Business Manager (with a 14-day click-through and 1-day view-through conversion window).
Results
By reallocating and increasing budgets on Google AdWords, we achieved nearly a twofold increase in online sales revenue in the first quarters of the year.
Since the start of our collaboration and the implementation of sales-oriented strategies, the store’s sales level has increased almost four times.
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