Dlux is a large company that sells dental materials and equipment.
Website: dlx.ua View review- Increase website revenue;
- Bring in new clients;
- Increase brand awareness.
1. A dental clinic can purchase a full range of necessary materials from them. Therefore, the company focuses on wholesale purchases, and clients who work with them often return for repeat purchases. Consequently, clients carefully select the company with which they intend to work, visiting the website multiple times before making a purchase.
2. Strong brand. Google Analytics was installed on the site in 2012, but the site itself was already operational before that, with initial organic search traffic reaching 1,500 users per month. Customers are recognized by name, and many search queries include branded content.
In the first stage, our main goal was to attract as many new users as possible who weren't previously aware of the company. Therefore, we didn't use branded companies when creating the account.
Initially, we launched regular search advertising campaigns and dynamic search advertising. Search campaigns were segmented by brand names represented on the website, product categories, and geography (we separated Kyiv from the rest of Ukraine to better control bids and track transaction costs). We also began building audiences for remarketing.
There was advertising activity on the account before this, so we can compare the results of our work with what was before we started working together.
Let's compare the results of August 2017 with those of October 2017. Work began in early September. In September, we made changes to the account and made basic adjustments, which yielded results in October.
We focused on two main characteristics: total revenue (according to Google Analytics) and share of advertising expenses (SAE)
Transactional high-frequency queries and branded companies generated the most revenue. A dynamic advertising campaign enabled the coverage of low-frequency semantics.
Advertising revenue increased by 27.4%, expenses decreased by 8.1%, DRR = advertising expenses / advertising revenue * 100 %
We continued to optimize the account, and the results gradually improved.
The warmest (ready to buy) audience searches for specific product models. The company's product range is very broad, but also highly specialized, so the highest-converting queries are very low-volume. The account constantly included keywords that Google marked as "low search volume" and prevented ads from appearing.
A dynamic search campaign should solve this problem. However, we found that product cards are well-populated, while product categories often lack SEO text. Good website SEO is crucial for dynamic search advertising; otherwise, its effectiveness will be limited.
The turning point came when we tried the so-called low-cost strategy. The strategy involves creating groups with high-volume broad match keywords and setting the CPC much lower than the primary keyword's competition. This way, impressions are triggered primarily by related queries, including the lowest-volume ones. Unlike a dynamic campaign, we were able to drive users to the category page, displaying the product range.
In September 2018, we finally achieved our desired results: advertising revenue increased significantly, and the DRR fell to 3,54%.
A key feature of working with a low-cost strategy and broad match keywords is the large number of irrelevant search queries. We have to regularly review search queries and add new negative keywords to our account.
This is where routine optimization processes come into play: we look at the account's keywords, ads, and campaigns in terms of cost per conversion, adding budget where the cost is minimal, and reducing bids or budget where the cost is above the account average.
Advertising results are heavily influenced by seasonality. For this company, peak season is May, so we achieved our best results in May 2019.
Best result:
Repeat visitors generate the majority of our revenue. However, the share of revenue from paid advertising is steadily growing. In September 2017, it was 14,41%, and in October 2019, it reached 30,44%. Consequently, we managed to double the constant influx of new, solvent users. The peak revenue share from paid advertising was 41,02% in August 2019.
We've been collaborating on this project for over two years now. We're committed to a long-term partnership and are constantly improving our results throughout this time.
We're looking for growth opportunities for the project. Our analysis showed that stronger search engine optimization and integration with Google Shopping could improve results. We proposed and discussed this recommendation with the client, but they decided not to implement it at this stage of our collaboration. Regardless, as the data above shows, we're delivering maximum results within the terms agreed upon with the client.
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Main works:
As a bonus you will receive:
*The price shown is for agency work and does not include the advertising budget. Web analytics systems are configured within the first month of project development.
Main works:
As a bonus you will receive:
*The price shown is for agency work and does not include the advertising budget. Web analytics systems are configured within the first month of project development.
Main works:
As a bonus you will receive:
*The price shown is for agency work and does not include the advertising budget. Web analytics systems are configured within the first month of project development.
info@imaris.ua
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