Efficiency enhancement and customer acquisition
camel active had the goal of generating more sales and profit from SEA campaigns and needed our strategic and operational support to achieve this. Before our takeover, SEA traffic was primarily generated via brand campaigns and Elena Kelava (Teamlead SEO & Performance Marketing) wanted to gradually expand this through targeted generic campaigns.
Specifically, our task was to gradually increase traffic while maintaining profitability and targeting potential new customers via generic campaigns.
Strategic integration of campaigns to maximize performance
The SEA measures were specifically coordinated to create synergies along the entire customer journey: Demand Gen campaigns increase visibility in the upper funnel, while PMAX and Shopping campaigns accompany users all the way to conversion. This strategic dovetailing has made a significant contribution to increasing conversions, sales and profits, as well as sustainably strengthening camel active's brand presence.
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More reach and performance through PMAX and search generic campaigns:
By clearly separating the objectives and precisely controlling the bidding strategies between PMAX and brand campaigns, we have succeeded in increasing reach without cannibalizing the campaigns. -
Introduction and further development of video/demand-gen campaigns:
The campaigns were initiated to further increase the visibility of the brand and efficiently address the target group. The continuous optimization of videos and content not only strengthens brand recognition, but also provides targeted support for the entire customer journey.The demand gen campaigns create targeted attention in the upper funnel, actively engage the target group in the mid-funnel and maximize conversions through precise targeting and optimized bidding strategies in the lower funnel.
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Consideration of seasonal factors:
Seasonalities such as Black Week, sales periods, etc. are optimally taken into account when managing campaigns through targeted planning and the use of the most important sales data. -
Internationalization of the campaigns:
The focus is increasingly on international markets such as the Dutch market, and further markets are being planned. -
Expansion of the Shopping campaigns:
The expansion of Google Shopping campaigns improves product visibility and increases conversions. The product feeds are continuously optimized so that all product data complies with current best practices and the performance of the Shopping ads is improved. -
Shift from brand to generic traffic:
The shift from brand-based to generic traffic will continue to be carefully driven forward without jeopardizing profitability.
Revenue growth and sustainable brand strengthening
Our measures led to impressive results:
Turnover and sales volume have increased significantly since the start of the cooperation in January 2022, despite only a slight increase in the budget. This is reflected in the performance figures:
The case of camel active shows impressively how new growth opportunities can arise through customized SEA strategies and targeted performance marketing - for brands that not only want to reach their existing fans, but also tap into new customer worlds. Netzeffekt stays on the ball here and continuously develops the measures in consultation with Elena Kelava (Teamlead SEO & Performance Marketing) - for lasting success that is not just based on short-term trends, but strengthens the brand in the long term.
Elena Kelava, Teamlead SEO & Performance Marketing
