REFERENCE: MARKETING FOR DIVING EQUIPMENT
42% increase in e-shop revenue in six months thanks to targeted advertising
The underwater world is incredibly rich. With Happy Divers, a certified diving center and also our client, you can explore it to the fullest. But without special equipment, it won’t be easy – that’s why Happy Divers operate an e-shop with diving gear called Scubashop.
To help more diving enthusiasts discover the shop, they tasked us with improving its position on Google through PPC advertising. We dived right in – and the results truly speak for themselves. Take a look at the changes we achieved in just six months.
PPC AUDIT
Marketing without data is like diving without a snorkel
No business today can operate without PPC advertising in search engines, but simply turning on ads and waiting for revenue is no longer enough. Campaigns must be evaluated regularly and improved continuously. Relying on luck just doesn’t work.
Most companies approach us after trying advertising on their own with disappointing results. With Scubashop, it was similar. We started by performing a detailed audit of previous campaigns and found that the advertising lacked goals and strategy. The e-shop was far from reaching its full sales potential and wasn’t running efficiently. It was up to us to change that.
PARETO PRINCIPLE
Show people the products they need most
We decided to create a new search campaign based on the keywords that historically generated the most conversions. The data came from paid Google Ads campaigns as well as Google Analytics traffic statistics to ensure we didn’t overlook organic performance.
In Shopping campaigns, we launched two separate campaigns. Following the Pareto principle, we focused primarily on product categories such as fins, masks, and snorkels. These represent only about 20 % of the assortment but generate up to 80 % of revenue. Most of the ad budget went into this campaign. The second campaign targeted the remaining products with a smaller budget to maintain market visibility without losing competitiveness.
CONVERSION MEASUREMENT
Small details matter
To improve machine learning, we reconfigured Google Ads tracking to measure conversions directly on the client’s e-shop. This gave the algorithm significantly more data to work with. Alongside these campaigns, remarketing audiences were used to reach users who had visited the website previously.
And the results?
Total e-shop revenue increased by 42 % in just six months, while revenue generated purely through Google Ads grew by as much as 64 %. However, when evaluating results, it’s important to consider the distortion caused by stricter cookie-consent rules – simply put, if a user declined cookies, their visit was tracked as direct traffic. Overall, direct revenue increased by 140 %.
By optimizing the budget and monitoring return on ad spend, we also managed to reduce the cost-to-turnover ratio (PNO) from the original 25 % to 19 %.
What about the client?
Filip Kabyl
Managing Director
“Cooperation with Krejta started more or less by accident, but we definitely don’t regret it. After more than a year of working together, the results are clearly visible. Sales keep growing. Communication and cooperation have always been perfect. Thank you.”
