What to do when the older ones line us up for the dunes?
Daniel Markov
What was the situation when the client came to us?
We all know who AladinFoods are, so we can afford to skip the introduction section. As you read this, you know who we are and what we do. You may already be solving the puzzle of why we met and wanted to work together. And the missing piece is the online store, where you can order food for home.
Where did we start?
We started with the clear goal of generating a maximum return on our advertising budget. It is clear that online food orders are popular with people, and given the well-known brand, it should not be difficult to achieve our goals. The challenge began with the fact that ordering food online is a market with two very well-known brands that offer AladinFoods products.
Even when we were planning our first AladinFoods campaigns, we knew what our priority channel should be if we wanted to generate maximum returns that were easily measurable online. But of course others had already settled there. We are talking about the Google Search Network, whose leading positions are occupied by the brands that are always there when you search on Google what to order for lunch.
What approach did we take?
Given the circumstances of the initial analysis, it became clear that in order to be most effective, we must determine very carefully which people we want to target and how aggressively we should fight for their click, because even with optimal account structure (with between 9 and 10 Quality Score of our keywords) the cost per click of the top positions in the SERP will be well above the average values we are used to looking at in the accounts.
How did we carry out our plan?
People who follow our blog probably already know what in-market audiences are in Google Search and how we can take advantage of RLSA (Remarketing Lists for Search Ads). If we need to identify the important elements in the structure of our search campaigns, we must note:
- Careful selection of keywords;
- RLSA;
- In-market for Search Ads;
- Location targeting;
- Hourly targeting;
- That we left our PPC (pay-per-click) ego at home, which allowed us to determine the most important KPI (Key Performance Indicator) for campaigns – ROAS. The high Impression Share and the first position in the SERP are things that were simply not realistic given the competition
And if you’re like us and active in Google Search campaigns, you’d say – “No matter how aggressive our competitors are, our brand keywords will guarantee us good results. We will be in the first place and we will pay pennies. ”The fact that AladinFoods is a well-known brand that generates a lot of interest in search engines. However, a fact that not only we know, and even our brand keywords had to be responsible in every Google auction.
What results have we achieved?
After initial setup and testing with bidding strategies, in July we reported over 1,140% ROAS of our Google Search Network campaigns. We only report this value for online orders, not including on-site and phone orders, which is still a popular way to order food.
We also shot a video for the case study, which you can see here:
superHUMAN PORTFOLIO
"Boni is the largest pig producer with 7 pig farms, a slaughterhouse, 2 meat processing plants and 2 own brands. Their production covers everything from A to Z and in the last 30 years they have firmly established themselves in the FMCG market. Gedeon Richter is a specialty pharmaceutical company with a focus on women's health that has combined tradition and innovation in pharmaceutical manufacturing for more than 120 years. With its widely recognised expertise and comprehensive product range, Gedeon Richter is a major player in the field of women's health. After we successfully showed you in our previous case study how we optimized the advertising on the dunar funnel of our long-time partner Aladin Foods and increased ROAS to a 4-digit value, it's the turn of consumer engagement. Undoubtedly, the most important part in planning the campaign was the selection of influencers. With the TAT team, we selected content creators who possess enviable skills in jar opening and cooking in the kitchen. Spoko Waffles is one of the boldest clients we have worked with. Over the years that we’ve been creating content for them, we’ve been able to gain their trust and they’ve given us space to be creative. Together we built the brand’s Instagram account, creating fun content that was just right for their audience. The specificity of the product allows us to unleash our culinary imagination constantly. Everyone knows that love passes through the stomach. With Kozarev products and the stories told in our culinary photography, smell the authentic taste of an irresistible dinner, delight the palate with lunch or a healthy snack. Our customer Toyota Balkans turned to us to achieve one of the most important goals of the company for 2016 - 100% increase in sales of the company's range of hybrid cars. Our client IUVO GROUP OŰ Estonia turned to us with a great challenge - presenting a new investment opportunity for Bulgaria - peer-to-peer.
THE TASK
The aim of the campaign was to present the platform to the most relevant audience, to gather a sufficient number of leads from interested target users and to create expectations for the next phase. The business model of our agency is to have long-term relationships with clients - we go into the details of business and marketing needs, and then we start with services that will add the most value in a short time. If we do well, we know we will have a long-term business with this client and together we will develop and upgrade its digital ecosystem.
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