Many companies have already realized that in today's fiercely competitive environment, combining advertising channels is not only an option but a necessity. Acquiring organic and paid traffic from various sources allows for systematically increasing the number and value of conversions, while also ensuring that profits aren't entirely dependent on a single medium. At Verseo, we offer clients comprehensive services to relieve them of the burden of online brand promotion. And what results are we achieving? This time, we'll demonstrate this using the example of Montres – an authorized distributor of branded watches.
SEO – growth after one year
We began working on the SEO of the online store in July 2020. The site's visibility at the start of our efforts was as follows:
- 31 phrases in TOP3,
- 366 phrases in TOP10,
- 3027 phrases in TOP50.
What does this mean? The website already had established visibility in organic search results for dozens of keywords. Our task, therefore, was to increase the volume and quality of traffic coming from organic search results. We began by optimizing the website to meet the demanding requirements of search engine crawlers. We worked to improve page load times and organize the product range into specific categories.
The website was experiencing content cannibalization, which means it was difficult to display a specific URL in response to a query containing a keyword. The result? Rankings for monitored phrases fluctuated. Therefore, one of the first things we did was to clean up the text to eliminate this issue. We also commissioned new content—around 160 SEO-optimized characters enriched the client's website. At the same time, we took care of external linking, paying particular attention to link diversification, or diversity.
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During our collaboration, the client decided to change the category structure and URLs, which necessitated the implementation of redirects to maintain the results achieved. Despite this, the website saw significant increases in both the number of top keywords and website traffic after just one year of work. In July of this year, the client's website was visible on:
- 82 phrases in TOP3,
- 675 phrases in TOP10,
- 5435 phrases in TOP50.
For phrases in the top three results, this represents an increase of 164,5%. The change in website traffic is also clearly visible – it increased by 103% compared to 2020.
Google Ads – How the number and cost of conversions have changed
We run various campaign types for our client in Google Ads . We run search ads, dynamic search ads, Smart Product Campaigns (PLA Smart), remarketing, and the Discovery format. This combination yields the best results for this brand, allowing them to see consistent growth in both website traffic and revenue. Let's take a look at how the overall results for all campaigns changed from January 2021 to July 2021.
In January, the total number of clicks on Google Ads ads was 15,000, while in July it was 35,917, indicating a significant increase in paid traffic. However, an increase in user numbers alone doesn't indicate the effectiveness of campaigns. Parameters that indicate this include generated revenue, increasing number of transactions, and the cost per purchase. In January, thanks to Google Ads activities , the website recorded 196 transactions, with a cost per transaction of approximately PLN 65,42. In July, there were 796 conversions, with a cost per transaction of PLN 40,54.
This means a 306% increase in the number of transactions while the cost of customer acquisition decreased by 38% over the last six months of the campaign.
Consistent, satisfactory campaign profits allowed for a gradual increase in the Google Ads advertising budget. Over the same period, it increased from approximately PLN 6,500 to PLN 16,500, representing a 157% increase in advertising spend. At the same time, revenue increased from PLN 40,000 to PLN 197,500, a 392% increase. This represents a 175% increase in return on investment!
It's also worth noting the significant role Google Ads plays in a website's overall revenue. In 2019, revenue generated through Google advertising campaigns accounted for 26,7% of the website's total revenue. In 2020, this share increased to 36,6%, and in 2021, for the period from January to August, the figure is 37,9%.
Allegro Ads – a channel with potential to be used
Allegro Ads is an important advertising channel, especially for online stores. We started with a budget of 5000 PLN per month, but we and the client planned to increase this in the near future.
The beginnings of advertising on Allegro are usually very difficult and demanding. It mainly involves data collection and initial optimization, so we opted for a simple yet effective strategy: two complementary campaigns. The first, based on products specified by the customer, and the second, helping them find the most potential product range.
For the first month, we focused on fine-tuning daily budgets and CPC bids to maximize clicks on the most profitable ad groups. Additionally, we optimized by excluding products that we believed had lower potential and were negatively impacting the final ROI.
Even though the first month was a testing phase, we achieved a return on investment of 1088%, which was a satisfactory result at this stage of operations.
We're currently focusing on even closer collaboration with our clients to gradually increase campaign ROAS. We're working on optimizing budgets and CPC bids, constantly analyzing ad performance. We're also making major changes to the campaign structure, relying on ad groups selected by brand, margin, and other parameters important to the client. In the future, we plan to further segment offers by ad placement to ensure even greater effectiveness.
Facebook Ads – the beginnings of activities
Less than a month ago, the client also entrusted us with social media advertising on Facebook and Instagram. We're currently developing a strategy, testing various advertising formats, and collecting data. All of this is driven by a single goal: generating sales comparable to Google Ads . The first ads are already online and generating significant interest, driving engaged users to the website.
Summary
The above article covers the following topics:
- results achieved after a year of SEO activities on the website,
- the dynamics of changes in the effectiveness of Google Ads campaigns, including the number of conversions, customer acquisition cost and return on investment,
- the role of Allegro Ads and social media channels in developing a multi-channel advertising strategy.
