Objective
The objective of the collaboration with Bareen was to scale their PPC revenue to new heights while simultaneously increasing the share of non-brand customers. To enable this objective, the first milestone was to expand and build out the campaign setup, giving us a better overview of the data coming in at category level, non-brand and brand keywords. In addition, we had a goal of significantly raising brand awareness for Bareen to ensure greater long-term profitability.
Strategy
In the summer of 2023, we began optimising the bar's Google Ads account with a particular focus on creating greater transparency and insight into which categories and products sell best. To achieve this, we created a split between non-brand and brand campaigns, as well as a transparent category setup, so we could read data more effectively and scale the business even further. This structure also gave us the opportunity to incorporate CLV more into the strategy for campaigns targeting non-brand customers, which would ultimately increase brand awareness for the bar even further.
Searchmind has been instrumental in scaling our Google advertising and organic search volume through SEO.
Christian Sonne, Head of E-commerce hos bareen
What we do
To execute the strategy, we used DataFeedWatch to manage the feed with the necessary attributes for creating custom labels. This has made it possible to build a transparent setup based on the categories in which the bar operates. We have furthermore focused on creating a consistent thread across channels, which is why it was important that the creative elements used in the various campaigns were creatives that customers could recognise from the site or from other channels in the marketing mix.
The numbers
Increase in revenue from Google Ads
Increase in conversions from Google Ads
Increase in searches for the bar
More about PPC
September - December 2023
Before our Google Ads setup, new customers accounted for 16.87% of total revenue. This share has now risen to 54.19%.
In 2023, we expanded our collaboration with the bar from handling SEO only, to also working strategically and operationally with their PPC. Here we put all our efforts into ensuring they were as well-equipped as possible to expand into new markets. Our major advantage was that we had been managing the bar's SEO work over an extended period. This gave us an excellent starting point for developing targeted advertising for a segmented audience that we already knew well through SEO. The strong results we have achieved in collaboration with the bar demonstrate that it pays off to have a well-integrated marketing mix. When SEO and PPC work together, as is the case here, we can create the best conditions for potential customers to be exposed to exactly the content that ultimately drives conversions.
Anders Fabricius Thoms,en Manager Client Strategy hos Searchmind
Results
Together with bareen, we have managed to scale Google Ads revenue and brand awareness beyond expectations in a competitive market. We have achieved this through close collaboration, data sharing within the account, and a shared focus across the marketing mix. Based on the results and the setup we have now built, we can see that there is strong potential for further development going forward.
