Today, we're talking about the perfect client – Saketos! We've been working together since 2018, and over the past few years, we've managed to rebrand the company (changing its name and streamlining its visual identity), refine the functionality of the online store, and test various solutions in Google Ads campaigns.
Saketos is a highly conscious customer, keeping up with the demands of the online and e-commerce markets. The company is open to testing new solutions and exploring what might work, drawing on the experience of our specialists. When running campaigns for Saketos, we constantly focus on the most promising solutions, but we also often revisit what hasn't worked in the past to see how it will fare in a given season.
Openness to experimentation – how to recognize it in practice?
We started our cooperation with a monthly advertising budget of PLN 40,000, and today, during the season, it reaches up to PLN 300,000.
But let's start from the beginning – a few words about Saketos
The company has been in business for 13 years. It specializes in retail and wholesale sales of decorative bags made from jute, organza, cotton, linen, satin, and many other materials. The bags are available in a variety of sizes and designs, which customers can customize.
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Organza bags—the company's name until mid-2020—became so popular in various countries that it became increasingly difficult to translate the name into different languages, and therefore maintain consistency in communication. Therefore, the company decided to rebrand . Both the name and logo were changed. We remember well the final vote to determine the winner with the best-looking logo. The entire Verseo team participated in the selection. The decision wasn't easy, but the company's current name and logo quickly found a following:
new Saketos logoOver the past few years, the company has been dynamically expanding into new markets, offering its bags in countries such as Germany, Belgium, Italy, Great Britain, Spain, France, Ireland, Austria, the Netherlands, the Czech Republic, and, of course, Poland.
Saketos is driven by one philosophy: "Our bags, your ideas ." The bags can be used in many ways and for various purposes. And that's what the company and its customers love most. 😊
What makes a Saketos Google Ads campaign successful?
Since the beginning of our partnership with Saketos, we have relied on refined advertising messaging and clear communication with our clients. Our advertising content is designed to meet their needs and, thanks to its appropriate design, achieve high rankings in Google campaign quality scores.
Saketos understands the crucial role content marketing plays. By creating high-quality product descriptions and other content on its website, it helps increase sales from Google Ads campaigns.
Moreover, the company also pays attention to issues related to the user experience on its website. After all, as many as 88% of users are reluctant to return to a website with poor user experience. Therefore, steps are being taken to improve the store's visual appearance, functionality, and adaptability to various devices.
Cooperation with Saketos step by step – our joint project
We can confidently say that thanks to clients like Saketos, we leave work with a smile on our faces at the end of the day. Our relationship is based on strong trust and goal-oriented collaboration. The client eagerly tests various keyword combinations in campaigns, standard and custom audience lists, and more. Optimization and testing also extend to Google Ads channels: search campaigns, brand and product campaigns, as well as optimization strategies, including automated strategies. So we have a lot of room to show off, and that's what we love most. 😊
Google Ads Strategy and Results
Saketos is successfully entering new markets, offering its bags to a growing number of customers. These tests allowed us to develop individual campaign strategies for different countries. Below, we'll use an example of a Google Ads campaign conducted in the German market. Strategies based on maximizing target ROAS are proving particularly effective here , and we analyze the results for both retail purchases in the online store and for inquiries submitted by wholesale customers via contact forms.
In November 2020, the value of all conversions of campaigns conducted on the German market exceeded PLN 380. This result was 63% higher than in the previous year and 53% higher than two years earlier.
Google Ads Product Campaigns
Saketos uses the Verseo CSS price comparison tool to save costs on its Shopping campaigns. This solution allows for auction participation without the margin imposed by Google, allowing the company to save up to 20% on campaign costs.
It's worth noting that decorative bags are also a seasonal product. For Saketos, the peak sales season lasts approximately two to three months of the year. Conversion rates during the peak sales months, October and November, are on average 50%-75% higher than during other months. Using the Verseo price comparison tool allows you to allocate up to 20% more budget per campaign than competitors advertising products using a different CSS system.
The campaign includes approximately 700-1000 products available on the website. Automated campaigns are currently being tested, and both the client and we are satisfied with their effectiveness. This type of campaign combines standard Shopping campaigns with remarketing campaigns on the Display Network. Thanks to intelligent bidding, we were able to reduce the cost per conversion by 22% (comparison of results from July to November 2020).
Google Ads brand campaign
In addition to product and search campaigns based on product keywords, we also run brand campaigns. The results of these campaigns demonstrate that more and more companies and individuals are aware of the Saketos brand and the products it offers. In this case, we managed to reduce conversion costs by a staggering 71% in 2020.
Customers visit the Saketos website with different intentions, so we utilize various advertising channels available in Google Ads, which allow us to respond to their queries based on the solutions they seek. And through brand campaigns, we raise brand awareness among both retail and wholesale customers.
Plans for the future
This year, Saketos plans to significantly expand its warehouse to accommodate orders from retail and wholesale customers in more than a dozen countries. After researching trends and consulting with customers, the company has decided to add canvas bags to its product range.
Following trends in online marketing and based on the results of the campaign, we also plan to test more display ads and videos on YouTube this season with Saketos. Perhaps we'll create another case study about our efforts. 😊
Summary
The above article covers the following topics:
- Characteristics of the Saketos company and the process of rebranding its visual identity
- The model of cooperation between the Verseo agency and the client within the framework of the implemented project
