The way to healthy
e-commerce
- Bluerank & DOZ.PL
In the world of e-commerce, competition is fierce and the race to increase conversions and achieve a high return on investment (ROAS) is constant. What happens when Poland's leading healthcare e-commerce company, DOZ.PL, joins forces with one of Poland's largest digital marketing agencies - Bluerank. Then, as you can read below, nothing is impossible.
Project nominated in European Search Awards 2023 in categories:
Best PPC campaign (large) i Most innovative campaign
and in Performance Marketing Diamonds 2023 in category:
Best paid campaign
Challenges
Challenge #1: increasing the share of Google Ads campaigns in revenue streams
DOZ.PL, had a relatively small share of traffic and revenue from Google Ads campaigns despite a significant market share, built mainly through SEO. The aim was to diversify the traffic source and maximise the potential of paid campaigns, taking into account the new strategy and the levels of budget involved.
Challenge #2: maintaining the effectiveness of the advertising budget
With the recommendation to increase the budget (threefold!), there is a natural pressure to ensure that every penny is used optimally. How to scale up campaign spendings to achieve maximum return on investment? It was necessary to find a balance point between a maximum advertising budget that yields satisfactory results and effective use of the budget as the number of products promoted increases.
Challenge #3: taking care of the entire customer pathway in a difficult healthcare industry
Conducting performance activities in such a demanding industry necessitates constant verification of the campaign's compliance with strict regulations in the medical industry, as well as the guidelines of Google itself.
Strategy and implementation
Our strategy was based on 3 pillars:
Maximising the effectiveness of product campaigns
by creating a smarter, more efficient system for selecting products to display in product advertising.
Change in campaign structure
matching it to the Customer Journey model, while streamlining budget and rate management. To achieve this, we made creative use of available campaign types such as DSA campaigns (e.g. at the See and Think stage with Blog targeting) and a variety of Performance Max campaign settings, all to push the boundaries of what was possible.
Use of interdisciplinary specialist teams
that is, a combination of experts in the fields of PPC, SEO, Strategy, SXO working together with DOZ.PL's Traffic Manager and Marketing team. This synergy has been the driving force behind this success, allowing us to achieve results that others could only dream of.
In addition to the continuous optimisation of the campaign, the following implementations were key in achieving the set objectives:
- SCORING: Increasing the number of products in the ad feed from 4k to more than 13k required us to create a dedicated solution to more intelligently and efficiently score the products selected for display in Google Ads. The scoring of each product was based on hard data, including, above all, sales data, the unit profitability of the product, as well as its current stock availability, which in the case of such a wide range of assortments is an important element of campaign and budget optimisation. Specific weights were also manually assigned to certain assortment groups that were most relevant to the overall business, in order to boost their exposure in campaigns. Ultimately, each product was automatically scored (on a scale of Low, Medium, High, Top) and assigned to an appropriate campaign (with a dedicated budget and tROAS rate matching strategy) depending on the outcome of the scoring.
Scoring System
This is a strategy designed by Bluerank and DOZ.pl, using data and a set of predetermined metrics to identify the most influential products to highlight in each campaign.
- CHANGE IN CAMPAIGN STRUCTURE:
- Performance max campaign granularity - dedicated advertising assets for specific product categories or brands using unique ad texts, graphics and signals (custom audiences in Google Ads, Audiences GA4).
- Creation of a DSA campaign directing to articles on the DOZ.pl blog section to support the initial stages of the purchase path.
- SYNERGY BETWEEN DIFFERENT SPECIALISTS:
- Use of the Bluecommerce tool (Bluerank's proprietary tool) to reduce CPCs in product ads.
- Work with SXO specialists to improve the usability of the website (UX), thereby increasing the conversion rate on the site
- Working with SEO specialists to improve, among other things, the title and description of the page to increase the effectiveness of DSA advertising and increase the quality score of the page.
Full 2022 results:
