BlueWinston is a PPC automation tool that marketing agencies use to their advantage and thus they optimize not only default manual campaigns but also automated ones made in the tool itself.
In this interview, we will talk about how the Managino agency defined types of customers for e-shop AutoRicambi and created a campaign structure accordingly so that they could achieve their goals and reach as high ROAS as possible. E-shop AutoRicambi operates in Slovakia, Czechia and other countries.
Different types of customers
First of all, the Managino agency PPC specialists had to find out what typical customers on AutoRicambi are like. Subsequently, they could better specify the communication strategy, including the campaign types and setup, as well as texts, images, and prices. This was the prerequisite for an effective and well-tailored advertisement made just for this client. Without this analysis, they probably wouldn’t have the results that they have now.
Hi Jakub. Based on analytical data from multiple online stores, what would you be able to say about people who shop online?
Jakub: Hey Martin. Well, the purchasing process can be and most of the time is unique for each customer. Customers are sometimes familiar with the product and the online purchase process is direct, that is, they go directly to their favorite e-shop. On the other hand, customers mostly don’t know what they want, so they subsequently try to find out more information about the product. They mostly search for information through manufacturer names, common sentences, or other phrases that are familiar to them.
In order to make the campaigns as good as possible, you have defined two groups of customers that are looking for spare parts for vans. Could you tell us more about what customer groups you have identified?
Jakub: We place the greatest emphasis on the mentioned two groups of customers. The first group of customers can be defined as a group of experts, professionals, and car mechanics, i.e. type people who deal with car repair on a daily basis. They have a great overview of the manufacturers of delivery car & van parts as well as the codes, and serial numbers for individual parts.
The second group includes all those who are not car mechanics, but at the same time are able to repair their own van or want to procure the parts beforehand. Thus, they use vans for their profession and sometimes need to repair them themselves or get spare parts delivered fast.
So, as you mentioned, the e-shop AutoRicambi is also often visited by experts and car mechanics, and they are looking for exact part codes. What solution did you choose for advertising a large number of spare parts?
Jakub: Well, BlueWinston was the obvious choice. We PPC specialists often extract data about products from the feed and then use that for keywords, with which we can also define the position of Product name in the Ad headlines and Ad descriptions of the displayed advertisement. In order to assure that customers found what they were looking for, we can also use the trade name of the given part in the advertising text.
Thanks to Bluewinston, we created an automated product text campaign really quickly. Since the product XML feed was of good quality, we were able to choose and define headlines, descriptions, and, keywords for thousands of spare parts. With that in mind, we used this method to create product ads focused on serial numbers and part codes.
I assume that you have also created a Performance Max campaign because it is a new type of campaign and therefore the e-shop would have an advantage over the competition that way. What do you think of this type of campaign?
Jakub: That is right, we used BlueWinston to create the Performance Max campaign (P. Max), which we use to advertise the products of this segment. This type of campaign is a great asset because whether the customer is a professional or a “driver”, they can “feel” each product with their eyes. Based on the displayed product picture, they can be reassured that what they are looking for is right there in front of them. On the other hand, the common indicator if they finish the purchase is mostly the displayed price. The price doesn’t have to be the lowest for conversion to be complete but has to be in their range. If our client AutoRicambi.sk fulfills the customer’s search parameters they will click on the ads and that click will automatically transfer them to the product page on the website.
However, what is a huge benefit of BlueWinston for us PPC specialist is product filtering. By defining the price range in BlueWinston, we can sort products and use different bidding strategies. This way, we can determine the optimal strategy for products at a given price range, for example, from 0 to 1000€, from 1000€ to 5000€, and so on.
Could you tell us what are some other key benefits of BlueWinston for you as a PPC specialist?
Jakub: Creation of Product text ads and P. Max campaigns through BlueWinston is a real time saver! With dozen of clients under my wing, saving time and energy is a key thing and BlueWinston always delivers on that front. Also, if there are thousands of products that we want to advertise, BlueWinston is a tool that instantly pops into my mind. As an added bonus, with BlueWinston I can “catch” any and all possible expressions and phrases that can bring the conversions for the client and use them to my advantage.
Let’s circle back to the types of customers about which we talked at the beginning. You were referring to “drivers”, or people who are not experts in the vehicle repair field. Can you tell us more about these customers?
Jakub: These are people who do not deal with vehicle repair on a daily basis and they search the web for spare parts using common terms.
I would like to give an example: a van driver is in a hurry to deliver all the goods. He uses the IVECO Daily van for this activity. While driving onto the shipping ramp, he doesn’t notice that the left side of the car is in close proximity to an electric pole, so he rips off the left rear view mirror while backing up.
Such a person will search through the terms like: “Rear view mirror Iveco Daily”, “Left rear view mirror Iveco Daily”, “Mirror Daily” and such in the Google search. Category campaigns are most suitable for this customer, i.e. category names, brand, brand model, etc. used in various combinations.
If you liked what you read here regarding customer segmentation, and campaign creation, you could do the same for your e-shop. Try to think about what you already know about your customers, and whether you could divide them into multiple groups. The point is that each group of customers may have different requirements, different habits, and sometimes even a different preference for the price of products.
Subsequently, you can create product campaigns through BlueWinston for a given group of users, adapt advertising texts, bidding strategies, etc. You can then create Product Text campaigns, Performance Max campaigns, as well as Categorly text campaigns for more general keywords in BlueWinston.
You can read more about how Managino Agency uses BlueWinston for Product campaigns for Autoricambi directly on their website.