Case study: Baby.bg
Increase in turnover by 387% for advertising campaigns in Google Ads
Growth in ROAS for Baby.bg
About the project
Baby.bg is an online store specializing in products for mother & baby. In the store, you can find a wide assortment of accessories for babies, from a baby stroller to products for furnishing a children’s room. The online store offers products from over 400 brands on its website, partnering with well-known Bulgarian and international brands. The product range includes items from all price categories – from more expensive premium products to budget offers, but also with guaranteed quality. In addition to the rich assortment of baby products, baby.bg also offers permanent and attractive promotions on various items and brands.
Goals
We started working on the project at the end of 2020 by managing the Google Ads campaigns for the project. Our goals are entirely focused on increasing the online store’s turnover and optimising advertising campaigns in Google Ads in the direction of ROAS (return on advertising costs). We received full support from the Baby.bg team both to implement our marketing strategy for growth and technologically to improve the methods of measuring performance. Through the correct execution of the strategy, we achieved the set goals and pre-set KPIs (key performance indicators).
Challenges
- Building a strategy to cover all steps of the marketing funnel in search, display and video
- Restructuring the account to work towards ROAS (by incorporating innovative strategies)
- Including work with dynamic feeds by category and page feed for segmentation of search campaigns
- Using more discovery and incorporating video across the mix of display ad units
Results
The data are for three months this year, compared to last year’s period.
Strategy
Custom measurement strategy
We’ve transitioned campaign optimization entirely to the Google Ads tracking pixel that delivers orders and turnover. In addition, we defined a new conversion measuring conversion from a new customer for Baby.bg, for which we are optimizing part of the marketing activities.
To improve the presence in the display network, we enabled Google Ads dynamic remarketing using business data feeds.
Optimized product offerings
Baby.bg offers an extensive product portfolio, and to improve the effectiveness of advertising campaigns, we have revised which product we show and at which step of the user experience. We have built a strategy for the search network to position the online store in searches for specific brands and categories, using standard and DSA campaigns.
Visibility along the purchase journey
We focused brand presence not only at the bottom of the decision-making path but expanded visibility to a new audience based on quality signals and interests based on consumer behaviour. We used Display network campaigns, Discovery ads, Performance max and YouTube videos throughout the period. We measure new customer acquisition, turnover and ROAS against the type of communication.
Instruments and formats usage
What our clients say about our work
Accella Digital already supports the Google Ads presence on Ozone.bg for the fifth year. The professionalism, proactivity and dedication of their team are significant factors for our company’s successful development. A commitment to constant iteration and experimentation with our advertising presence ensures that we will always be relevant in our online presence.
We have been working with Accella Digital for almost a year now, and at any moment, we can rely on them for everything related to our digital strategy. Their team manages all of our gesture post communication and runs the campaigns in a way that is fully tailored to our requirements, creating solid partnerships and getting us links from the sites of our industry leaders. The result is impressive.
I have been working with Accella Digital since the very beginning of our eCommerce project in 2016. The whole team is dedicated, responsive and professional. They are always available and accurate. I must point out the good results we achieve together, with a positive attitude and goodwill, which is the foundation of the entire company. I’m glad we can grow together.
In our joint work, which has been going on for more than five years, the Accella Digital team has consistently demonstrated a solid knowledge of the Google and Facebook advertising platforms, advising us on the strategic planning of advertising campaigns and analyzing their performance. We often discuss real communication cases for the solution of which Accella Digital manages to create effective campaigns. Thanks to them for a great job!
