BlueWinston has reduced CoS of Google campaigns for heating, cooling, bathrooms by -30% – PVM system

BlueWinston has helped to spread the advertising for and to make it more efficient. Of the original ca. 20%, CoS has been reduced by 30% to about 13%, mainly thanks to automation of product campaigns and dynamic remarketing. BlueWinston campaigns are bringing 42% of visits of all Google Ads campaigns.

Cost of Sales reduced by -30%
of total e-shop visits

About the client –

PVMsystemE-shop sells mainly products related to heating, cooling, bathrooms, kitchens and garden. They also offer a large amount of installation material. The most selling products are garden-related (pumps, irrigation, mowers) in the summer and heating, boilers, thermostats and radiators in the winter.

Management of product campaigns via Winston bros. agency

BlueWinston agency and automated product ads toolIn this case, we are create and manage product campaigns for the client through our Winston bros. agency, and with the help of automated tool for creation of Google product text ads –

Winston bros. agency has 23 ecommerce clients in Slovakia, 17 in Czech Republic and 48 ecommerce clients in the rest of the world, who are having their campaigns managed daily by top specialists. Winston bros. is oriented “only” to e-shops and so-called product performance marketing.

In Q4 2018 clients from Winston bros. agency had following numbers:

  • Together they advertised in Google Ads (formerly AdWords) more than 6.92 million EUR
  • their Ads have reached more than 1.54 billion of impressions
  • with more than 25.7 million of click throughs
  • with an average conversion rate of 3.78%

How did we help thanks to BlueWinston?

After taking control over the account, we revitalized existing manual campaign (according to signs and types), begun with dynamic remarketing and set campaigns through Thanks to automated creation of product campaigns we have created 43 campaigns based on feed, with 19 603 ad groups and 32 688 ads. Today, there is overall 56 849 keywords.

feed-driven campaigns
Ad Groups

BlueWinston has allowed to create tens of automated product campaigns according to the product type (boilers, heaters, pumps…). Thanks to quality structure we have the ability to effectively switch between summer (garden) and winter (boilers) season. We cover all the relevant products that e-shop offers.

BlueWinston campaigns make up to 42% of traffic from all Google Ads campaigns. Google Ads campaigns are second largest source of traffic, after organics.

Before the launch of campaign management, the CoS was ca. 20% (we took control over the account in July 2017), average CoS of Google Campaigns in the past year has decreased to 13.5%.

Thanks to a comprehensive approach (including active bidding on Heureka) e-shop sales grew by 67% in the tracked period, with monthly sales reaching tens of thousands of euros.

Client’s statement / testimonial

Thanks to BlueWinston we have boosted our previously not so efficient campaigns. There are different kinds of campaigns available for you to use. Great campaign management, reliable contact person, responsible and diligent. I have nothing else to say.

Pavol MikuličkaPavol Mikulička, PVMsystem

Results and numbers 12 months after launch

  • 42% of paid traffic coming from Google Search thanks to product campaigns structure created by and they represent 2nd largest source of visits from Google (after organic)

  • -35.5% decrease of CoS (CoS 20% -> CoS 13.5%)

  • Sales growth by 67% (management of Google Ads campaigns)

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About the Author:

Account manager at BlueWinston & CCS Shopping in EU (I'm the guy responsible for the most effective PPC tool to create product text and Smart Shopping campaigns for Google Search)