News, Marketing, Performance advertising

Case Study: the World of Caravans

05 May
Performance Advertising, Performance

Case Study: the World of Caravans

Baseline: what we solved

The World of Caravans is one of the the largest retailer of caravan accessories with the largest stock and fastest dispatch. The goal for 2024 was not only reallocate advertising investments with a view to maximising returns, but also to expand into new markets. 

To achieve these goals, we focused on advanced segmentation of PMAX campaigns in Google Ads, strategic use of educational content and discount promotions on the META platform, and launching campaigns in Slovakia and Poland.

Journey: As we proceeded

1.

Making Google Ads more effective by segmenting PMAX campaigns

This approach has enabled more precise targeting, increased visibility of specific products and more effective advertising spend, which are regularly optimised in consultations with the client.. Want to learn more about PMAX campaign segmentation? Read the case study.

2.

Expansion into new markets

The expansion into Slovakia and Poland was a key step in the growth of the brand. We tailored the content of the ads to the specifics of each market and ensured careful localisation to ensure the campaigns resonated best with the new audience and brand communication. This approach proved to be an effective tool for increasing the e-commerce platform's turnover. A key factor was to compensate for the absence of certain advertising formats in new markets. We also underwent intensive communication within the technical approval process of specific products at Google when occupying a new market.

3.

Innovation in META campaigns

Part of our strategy was to expand the content on the META platform. We focused on educational posts, attractive banners and thoughtful discount promotions interspersed with organic social media content from the client to integrate marketing communications across other channels in line with the long-term marketing strategy.. These elements have helped not only to reach new customers, but also to reduce the trend value of PNOs and maximise the efficiency of advertising spend.

4.

Communication and data

The last but crucial point of successful cooperation: open and regular communication on both sides. Transparent reporting and systematic monitoring of key indicators only make sense when they are part of mutual trust and information sharing. When the agency and client communicate regularly and openly, there is room for rapid response to change, identification of threats and exploitation of new opportunities. It is this two-way transparency that creates a solid foundation for long-term, functional and effective collaboration.

Result: what we have achieved

  • More efficient investment in advertising - lower costs
  • Increase Google Ads performance with a lower investment 
  • Decreasing the trend value of the PNO in the META tool
  • Reallocation of budgets between key performance instruments and complementary
  • Successful and systematic expansion into Slovakia and Poland

Conclusion

This case study shows how targeted campaign segmentation and systematic expansion supported by friendly, open and active communication can lead to more efficient use of advertising budgets and higher return on investment. By combining the right mix of PMAX campaigns, localised expansion and strategic META campaigns, we have not only managed to optimise costs but also achieve significant year-on-year growth in new markets.

Are you also considering expansion into new markets? Or just reconfiguring and optimizing your campaigns? We will be happy to consult with you. Write or call us.

Author of the article:

Vojtěch Nekoranec

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