Increase in December sales by 274 %

We manage performance tools META, Google Ads, Sklik and Microsoft Ads for our client Povidlo.cz, which specializes in printing clothes and accessories with funny motifs. With ambitious plans for 2023, the end-of-year campaigns needed to be approached innovatively.

It wouldn't work without analytics

After the retirement of the legacy Google Analytics and the transition to GA4, our task over the holidays was to deploy the analytics dashboard to all clients. Also thanks to the deeper insight, we were able to analyze fluctuations in daily orders, margins, sales, PNO values faster since September. All of this was then put into the context of the effectiveness of individual products, performance tools and market events.

Although many of the views in Google's Looker Studio (data platform) are completely automated, if it weren't for the client updating their order data (such as margin) daily, the view would not be complete. And also because of this, we no longer had to rely solely on the standard delayed transfer of data to GA4 - this was key with the seasonal increase in sales.

Communication is the key

No great success can be achieved without proper and regular communication. In this case it was no different. Some phone calls were 5 minutes long, sometimes we discussed for over an hour. When the season started, we worked together on partial and larger tasks on a daily basis. What was the main point of our phone calls? How's the competition? What creatives are the most successful and how many more need to be created? Are we following the communication plan? These are just a small sample of the questions that in many cases triggered enriching discussions with clear conclusions and next steps. Don't forget to have a similar type of communication - this will give you an absolute overview of what's going on right now.

META: Segmentation

We knew that dynamic ads targeting lookalike audiences, both interest and broad audiences, worked very well for us in the long term. We followed the rule "what works, don't touch it". This time it was confirmed.

We have already written a case study on how to approach PMAX campaign segmentation on Google. In this article, we'll look at how we approached campaign segmentation within META.

But back to povidlo.cz. We approached campaign segmentation not on the level of targeting, but on the level of creatives. In the peak season, we ran campaigns with identical targeting, but with different creatives, wording and incentive messages. While it might seem that the campaigns with identical targeting were competing with each other, each ad found its paying customer. We also actively engaged Advantage + a campaign with defined custom audiences. We inserted unique content that we didn't mind being able to show to both acquisition and remarketing audiences at the same time. Thanks to this segmentation, we ran almost three times as many campaigns compared to last year.

The aforementioned analytics also played a big role here, allowing us to play with incentives and monitor the overall impact on the e-shop, especially on its profitability.

And did it pay off? Yes! Year-on-year, we managed to grow by 274 % according to GA4 and 220 % according to Pixel.

What can such a dashboard look like with see here.

If you are interested, please write to us at online@promogen.cz or give us a call on the phone. 734 151 260.