case study
PPC for B2B Second-Hand
store
ITALIAN VINTAGE WHOLESALE
Location
Italy
Start date
September 2023
Category
Fashion
View
Website
Task
- Keep the current ROAS;
- Enter new markets without reducing efficiency;
Project features
- Competitive B2B market;
- Very specific audience;
- Many seasonal spikes;
Tools and services
Project description
The main product of Italian Vintage Wholesale, which operates on the B2B market, is vintage and branded clothing. Our agency received an offer to improve advertising campaigns and work on new advertising campaigns. The main task is to increase income and sales volume within the budget.
Solution
PPC advertising for B2B Second-Hand store
Facebook Ads for Second-Hand store
Initially, our focus was on swiftly optimizing the Facebook Ads account, given its larger budget compared to Google Ads when we commenced our collaboration. Nearly a third of the campaigns were simply amalgamating budgets, yielding significantly lower efficiency rates than our predefined KPIs. Consequently, some campaigns were halted, while others were fine-tuned by integrating audiences proven successful for other businesses, eliminating inefficient countries, and deactivating underperforming ads. This strategic approach paved the way for the subsequent phase.
With over two years’ worth of account data at our disposal, the second stage involved an exhaustive analysis spanning the entire duration of activity, the past six months, and the most recent month. We identified seasonal fluctuations, spikes attributable to other advertising endeavors, and specific product groups exhibiting notably high or low efficacy. Moreover, we meticulously compiled a roster of countries demonstrating high efficiency yet not yet incorporated into our targeting strategy, earmarking them for future testing purposes.
Moving forward, we delved into the realm of product groups, encompassing items with top-tier efficiency, standard performers, and new additions. Following the enhancement of the product feed, we meticulously categorized them by brands for better organization.
Furthermore, we conducted a thorough analysis of creatives, identifying the most engaging ones both during the promotional phase and those sustaining continual effectiveness.
Facebook Ads campaigns optimization results:
- ROAS +119%
- Sales increase +47%
- Cost per transaction decreased by -51%
Google Ads for B2B Second-Hand store
We used an almost similar approach in Google Ads:
- Optimizing existing campaigns based on the latest data
- Analysis of the account for different periods of time
- Identifying products/brands with high advertising effectiveness
- Analysis of products sold through organic search
- Geotargeting and organic traffic country analysis
- Creation of product groups based on analysis
- Adjustment of geotargetingOptimization of ad materials
- Product feed optimization
- Adjusting campaign settings
We placed particular emphasis on refining our rate-setting strategies by incorporating audience signals and enhancing conversion tracking. This proactive approach yielded tangible results, with efficiency improvements noticeable within just two months and a nearly fifty percent enhancement in Return on Ad Spend (ROAS).
Furthermore, as a result of a shift in the client’s strategy within certain longstanding markets, we made a deliberate choice to forego some previously effective traffic, including both conversion and branded traffic. Nonetheless, this strategic decision did not impede our growth in other markets.
Additionally, at the client’s request and in response to low Return on Ad Spend (ROAS) in certain countries, we implemented geotargeting adjustments to optimize campaign performance.
Google Ads campaigns optimization results:
- ROAS +48%
- Revenue +7%
- Budget – 28%
- Cost per transaction -27%
+48%
ROAS
+47%
Sales increase
+51%
CPT descrease
Results
A clear plan and the sequence of its implementation made it possible to reduce account expenses by almost 30%, while maintaining the number of sales. Conversion cost decreased by 28% and ROAS increased by half.
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