KrakSport

KrakSport needed changes to increase the effectiveness of online sales. The current advertising budget made it impossible to launch new activities that would meet the customer’s expectations regarding sales. Therefore, after consulting with the client and presenting forecasts, we increased expenses by 45%. Our goal was to increase traffic on the website and increase online sales, and indirectly also to increase the awareness of the KrakSport brand.

The analysis carried out at KrakSport showed that Google Ads campaigns have great potential to increase the sales process and they should be a key tool of promotion of our client.

The online strategy was also a response to the rapidly changing market and growing online sales in the sports industry, linked to the COVID-19 pandemic.

Our work focused on running and optimizing Google Ads campaigns. We paid attention to the selection of ad types that will allow you to achieve the best conversion results.

First, we have increased the budget for Smart Product Campaigns (PLA).

The advantage of Smart Shopping campaigns over standard campaigns is large. First of all, these campaigns combine standard product campaigns and dynamic remarketing campaigns, hence results such as ROI, CTR, or conversion rate are higher than normal PLA campaigns. The basis for achieving the best results from such campaigns is a well-prepared product feed.

In the next step, we decided to use dynamic ads on the search network. Dynamic Search Ads is a type of search ad that Google recommends for advertisers with a large website and a large assortment of products. We received information from the client which products are key for him and which he would like to promote with this type of campaign.

For campaigns in the advertising network, we decided to set payment per conversion. Thanks to this, we have eliminated unnecessary costs for clicks and impressions alone. Costs are charged only when users make a purchase on the site.