Boosters – an online performance agency led by Martin Bulák and together with Jana Mešťanová they manage Google Ads campaign. The agency focuses on advertising strategies through various platforms, including performance PPC campaigns in Google search..
A problem that we had to solve
In the case of product campaigns for the e-shop that sells books, the agency chose to automatize advertising for Google search. They wanted to use data sources (XML feeds) and the PPC tool BlueWinston to cover advertising for:
- Name of the book
- Author name
- Phrases that people search for on e-shop
How did BlueWinston help with this problem?
BlueWinston has greatly simplified keyword creation and ad updates, saving Boosters agency a lot of time for campaign management. We were able to solve:
1. Automated keyword and ad creation for:
- name of the book
- author and his books
- phrases that people search for on e-shop
2. Regular ad pricing updates
3. Automatic pause and addition of new entities
- new books = automatic ads and keyword creation
- sold out books = automatic ad group pause
- new authors and their books = automatic keyword creation for new authors
- new phrases = keywords searched on the e-shop
4. Optimization scripts for automatic pausing of underperforming keywords
We’ve broken down campaigns by books, authors, and by special phrases that come from e-shop searches. The breakdown of the campaigns is therefore as follows:
- Campaigns for book names – Campaign Books
- Campaigns for author names – Campaign Authors
- Campaigns for phrases searched on the web – Campaign Phrases
1. Campaign Books
The customer will be taken directly to the one product and they can directly purchase it on the e-shop.
2. Campaign Authors
Keywords in this campaign were created from the names of the authors and also as a combination of author names with prefixes. We wanted to cover searches, where customers are searching through author names but they don’t know which book specifically are they searching for.
For example, author Paulo Coelho had these keywords:
3. Campaign Phrases
In this case, the ad on Google looked like this:
Results of the BlueWinston campaigns
We compared the period between 6.10.2021 and 4.11.2021 with the period between 6.9.2021 and 5.10.2021 and with BlueWinston campaigns we achieved:
|Cost per conversion (CPA)||-14%|
From this, we can deduce that BlueWinston campaigns not only doubled the conversions but also decreased the cost for one conversion, which means that their spend was being used to the full extent and more efficiently than before.