Scubashop sales up 42% thanks to targeted advertising | KREJTA

Případová studie:

Scubashop sales went up 42% in six months thanks to targeted ads

Project detail:

The underwater world is incredibly colorful. With Happy Divers, a certified diving center and our client, you can explore it to the fullest. But without special equipment it is hardly possible, so Happy Divers also runs an e-shop with diving equipment – Scubashop.

In order to get the word out to as many diving enthusiasts as possible, they gave us the task of improving their position on Google with the help of PPC. We took the plunge and the result is really worth it. Take a look at the changes we’ve made in six months.

Project services:

Marketing without data is like diving without a snorkel

No business can do without PPC advertising on search engines today, but it’s also no longer enough to just turn on the ads and count the revenue. Campaigns need to be reviewed regularly and you need to constantly look for ways to achieve better results. It is not enough to rely on luck and chance.

Most of the time, companies turn to us after they have tried promoting on their own and it hasn’t brought them the results they were hoping for. With Scubashop, it was similar. So first we conducted a thorough audit of the previous campaigns and found that the advertising was lacking in goals and strategy. The e-shop was far from reaching its full sales potential and was not working effectively. It was up to us to change that.

Show people the products they need the most

We decided to create a new search campaign built around the keywords that were historically converting the most. We used paid campaigns on Google Ads as a data source, as well as traffic statistics on Google Analytics, so we didn’t leave out organic traffic.

In Shopping, we ran 2 campaigns directly. Primarily, according to the Pareto rule, we focused on product categories such as diving fins, goggles and snorkels, which represent only about 20% of the offer but bring up to 80% of the e-shop’s sales. The majority of the advertising budget went into this campaign. The second campaign, on the other hand, targeted other products and worked with a smaller budget so that the client would not lose the market position it had gained.



The little things matter

To improve machine learning, we also reconfigured Google Ads measurement to track conversions directly on the client’s store. This allowed the algorithm to work with more data. In addition to these campaigns, remarketing audiences were used to reach users who had visited the site in the past. And the results?

The numbers say it all

Overall e-commerce sales grew by 42% in just six months, with sales achieved purely through Google Ads increasing by up to 64%. However, when evaluating the campaign, we need to take into account the bias caused by the stricter cookie bar conditions, which made it difficult to evaluate the results. Simply put, if a user refused to share their cookies, their visit to the site was recorded as direct. Overall, direct sales increased by 140%.

Advertising costs have been repaid several times over

By balancing the budget and monitoring the return on advertising spend, we have successfully managed to reduce the cost of sale ratio (COS) from the original 25% to 19%. Advertising budget has therefore been spent much more efficiently than in the past. The use of CSS Partner, which provides a 20% discount on clicks in product campaigns on Google, also contributed to the increase in efficiency.

Our results in a nutshell

36 %

increase in coversions

42 %

increase in sales

6 %

reduction in COS

Customer reference

Filip Kabyl

CEO

551

Krejta solutions s.r.o.

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