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2021 New Year Story
WE CLOSED THIS YEAR WITH 75% MORE SALES THAN LAST YEAR DESPITE THE DECLINE IN SHOPPING CAMPAIGNS.
Challenges:
We were unable to use the shopping campaigns effectively this year compared to last year. In August 2020, shopping campaigns in Turkey were closed off to the search panel, resulting in a 75% drop in performance. It was a challenge for us to prevent the loss of revenue caused by shopping campaigns.
The Approach:
- New Year’s work may be unprofitable in terms of campaign results for Hediye Sepeti, but it is crucial to the acquisition of brand awareness and new customers.
- We grouped the keywords as Christmas and New Year Gifts.
- We created campaigns that we can manage as New User, Remarketing separately.
- We activated the DSA campaign with the landing page as “New Year.”
- Although it shrinks in volume, we did not forget about the shopping campaign. We activated a special shopping campaign for the New Year by using product labelling.
Performance
The campaigns remained active this way for 10 days. As the New Year’s Eve approached, search volumes increased, as did budgets and ROAS.
We Plan to Optimize the CR
Our analysis of the campaigns showed that desktop purchase rates were considerably higher than mobile device purchase rates. Desktop 0.68% Mobile 0.30%. Despite this, 75% of our budget were spend on mobile devices. With this data;
- We headed for the device optimization.
- We worked on campaign goals, bidding strategies, and tracking methods.
Hard work always pays
Results:
- Desktop CR 1.86%
- Mobile CR 0.66%
- ROAS increased to 215%
When comparing the year with the previous year, we increased New Year investments by 400% and income by 1600%. ROAS increased by 400% compared to last year.
How has it affected overall ad performance?
When compared to the previous year, we increased our ROI to a whole new level!
New year investments increased by
400%
Income increased by
1600%
ROAS increased by
400%
