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3x income, 15% less ad spend

Pelenka.hu - Klikkmánia PPC & SEO in Hungary

Client:

Pelenka.hu

Services:

PPC campaign, Google Ads

Date:

2018-

Website:

www.pelenka.hu

The Challenge

Pelenka.hu is a webshop (“pelenka” means “diaper”) , selling diapers and other baby care products. In 2019 it was chosen as the most popular baby-mother shop in Hungary.

They have a loyalty program, customer service, money-back guarantee, huge inventory and fast home delivery throughout the country. Their brand is promoted by famous model-, presenter-, and blogger moms as ambassadors. 

They are well-known for their monthly family discounts and extremely affordable prices. They have been working with Klikkmánia since 2018.

The owners of the Pelenka.hu have extremely high expectations about the return on ad spend, which is also the main KPI of our collaboration.

Approach

The campaigns were based on the customer journey and of course we followed the strict return expectations of the client by further fine-tuning their campaigns. Considering this, we outsourced the new user- and remarketing creatives into separate campaigns.

After the transformation we have tested several bidding strategies, in order to increase income. We gradually moved from initial manual bidding to target CPA. After achieving a stable return, we started testing target ROAS over a longer period of time.

Finally, it was clear that the latter was the better solution, so we came back to this bidding strategy.

Seeing the great advancements in machine-learning and automation, we put great emphasis on using and testing the most diversified target audiences. In addition to remarketing, we also tried other target methods such as similar audiences, in-market, custom intent audiences. Furthermore, the examination and optimization of location,- and asset bid adjustment also got an important role.

The creatives are also constantly updated and tested, while keeping the suggestions and innovations of Google in mind.

With regard to returns based campaigns, the introduction of Shopping campaigns has brought further upturn.

Results

As a result of the previously mentioned constant testing and fine-tuning, we achieved outstanding results. We demonstrate this with the comparison of two really busy periods.

In the period from mid-March to mid-April of 2019, a large stock sweeping action caused a spectacular boom in commerce. In the same period of 2020, the panic shopping spree caused by the pandemic happened. Similarly to last year, we see that

  • we have tripled the client income, 
  • while spending 15% less on ads.

Despite only being a few percent increase in the number of customers and clicks thanks to Pelenka.hu’s high brand recognition,

  • the number of transactions has increased by 117%,
  • and the e-commerce conversion rate was 96% higher than in last year’s same period.

COVID-19

Before and after the Coronavirus

After the emergency was announced in mid-March, most of Google Ads campaigns were suspended for one week and only a few of them were running on minimal budget. If we compare the period between 16 March -15 April with the previous month, it is clear that we had spent less money on advertising, while the number of transactions had increased by 70% and our income nearly doubled. The number of users also increased by 17%, and it is clear that those who buyers generally put more products in their cart.

So commerce was solely influenced by COVID-19?

Without a doubt there was short-term chaos caused by the virus, considering the income. 

In the beginning of 2020, income was higher than in mid-March and April. 

After the announcement of global emergency, there is a clear 55% spike in income compared to the beginning of the year. In conclusion, more people buy more products online from Pelenka.hu-s webshop as well. However,constant expert campaign optimization, the close following of market trends and active communication are keys to long-term success.

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