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Konyalı Saat launched its store in 1951 in Turkey by the name of “Şen Saatçi”. It has become the first company that comes to mind when it comes to retailing in today’s watch industry, with nearly 70 years of experience.
Thanks to the power of the Arıkan Group, one of the top companies in the design industry, manufacturing, distribution, and retailing, Konyalı Saat has become a watch chain with 41 stores in 16 provinces across Turkey.
Konyalı Saat, which has rapidly grown through its chain stores, launched its website in 2011. It has become a pioneer in eCommerce industry with its 100% original products, fast solutions, and technical support.
It has a wide store network and has served the market for years, so its brand awareness is high. Therefore, brand categories account for nearly 30% of advertising revenues, and non-brand campaign acquisitions are quite low for Konyalı Saat. For this reason, we aimed to increase the non-brand campaign traffic and sales of Konyalı Saat.
Our Google Ads KPIs
- Increasing non-brand traffic and sales compared to last year.
- Increasing revenue and transactions with Father’s Day campaigns.
- The fact that AOV increased because of inflation led to high revenue. Maintaining a balance in transactions was the main KPI here.
- Preventing a decrease in transactions during Father’s Day compared to last year.
We spent the same budget on Father's Day campaigns as last year by generating 64x transactions and 130x revenue.
Challenges:
- In comparison with previous years, CPCs were increasing.
- Inflation increased the AOV. The CR also decreased at the same rate.
- During Father’s Day, the goal was to sell high-priced watches.
- There were many products, watch brands and categories to target.
The Approach:
- Conversion Special Day Campaign Structure: Konyalı Saat activated campaigns that would promote brand awareness and traffic generation. Thus, attracted users to generate sales based on brand search keywords. As a part of our campaign strategy for this year, we created campaigns that would focus on conversion and branding at once.
- Brand-oriented Performance Max Campaigns: As you remember, we mentioned the challenges that we faced as Konyalı Saat had many products, brands, and categories. Each performance max campaign was customized according to the watch brand inside.
- Special Day Father’s Day Structure: We activated Search, DSA, GDN, and Social Media campaigns, especially for Father’s Day. Since these campaigns were targeting Father’s Day particularly, we offered the option to buy a watch as a gift to users who were indecisive when purchasing gifts, as well as users who were searching to buy a watch for their father. With GDN and Social Media traffic campaigns, we targeted users who would view the product on the website, while Search, DSA, and Social Media campaigns attracted conversion-oriented users.
Hard work always pays
Results:
- We spent the same budget on Father’s Day campaigns as last year by generating 64x transactions and 130x revenue.
- Non-brand campaigns resulted in an increase of 63% transaction, 250% revenue, and 152% ROAS.
- The transaction volume of non-brand campaigns increased from 15% to 32%.
Non-Brand Campaigns:
Father’s Day Campaigns
Increased in fathers days campaign transaction
6.4x
Revenue increased in fathers days campaign
13x
Increased non-brands campaigns transaction
64%
Increased non-brands campaigns revenue
250%
Increased ROAS from non-brand campaigns
152%
