The best is for children. Mioobaby Case Study.

Unexpected application from Mioobaby

It started like a regular agency day. On a sunny June morning, the aces of contextual advertising with aromatic coffee in their hands vividly discussed what was interesting going to the movies and who would cheer for anyone at the just-starting World Cup ...

It started like a regular agency day. On a sunny June morning, the aces of contextual advertising with aromatic coffee in their hands vividly discussed what was interesting going to the movies and who would cheer for anyone at the just-starting World Cup ...

Suddenly, the project manager ran into the open space of the office with the company battle cry:

- Gentlemen, we have a new client!

A crowd of curious and interested immediately gathered around him. Junior specialists eagerly shifted from one foot to another in anticipation of the details, while the experienced middles only smiled, ready to accept another new challenge.

- We were contacted by the online mioobaby store. The guys are real professionals with more than ten years of experience in the field of children's goods. They represent quality products from Europe, plus their service is excellent. And if I was taken in one of these strollers in childhood, I would probably be the real king of my kindergarten ...

The projection squinted dreamily at this phrase, clearly imagining this stunning sight ...

- But now the business has begun to “sag” - store attendance is falling and, as a result, sales are falling. And all because sites with cheap Chinese goods massively multiplied, and direct competitors like Chicco.com.ua and Rosettes do not sleep. But their current contractor for the Internet promotion of mice does not catch at all - no systematic approach. And now, gentlemen, all hope is only on us!

In the office meeting room the sophisticated middles exchanged confident nods. The project looked around everyone with a pleased look:

- Well, then we assemble a team, develop a strategy and rescue Ukrainian mothers from a not-so-reliable Asian children's transport.

In a virtual battle with real competitors, a valiant squad of PPC specialists, programmers and designers rushed under the guidance of the most experienced head of the contextual advertising department - the real elder of his craft. The project took upon itself all communication with the client - coordination of the strategy and changes on the site.

The work lasted 13 months. The total amount of work that has been done can only be compared with the construction of the pyramids by the Egyptians.

This is how the Project described the course of work in his diary:

“The structure of the project’s work is approximately the following: 25% of the total amount of work is preparatory work. Analysis of an existing product, correction of errors in the site semantics and development of a strategy for active actions are all key things for a successful work result. 60% of all time and effort the team spent on creating, setting up and launching advertising campaigns in all directions, which can be compared with active military operations deployed on all fronts for a complete and unconditional victory. The rest of the time (approximately 15%) was spent on drafting and the introduction of edits to the site, which made the client’s online store more attractive both for search engines and its potential customers. "

And it started ...

As they say, the best is for children!

План работ и воплощение задуманного

Further, the Project determined the entire course of work in four key steps:

1. First, we broke the account according to the structure of the online store - so that everything is on the shelves. Then the team started working with the semantic core of the site:

Excluded unnecessary search words and queries - there were as many as 1520 of them !. Among them were such absolutely non-targeted ones as "7km", "Olx", "Free." All requests related to wheelchairs have been removed to avoid idle traffic. The names of bulletin boards where used goods are sold were also excluded - this is also irrelevant.

2. Only after these preparatory work, we launched 6 advertising campaigns of various types, thereby we used the entire powerful range of search advertising tools. For example, a dynamic advertising campaign, broken down by product categories, allowed us to create search ads on Google based on the content of the site. A shopping campaign, a smart shopping campaign and a shopping video campaign - these are the heroes of Google advertising, gave Internet users information about products from the online store in all its diversity.

We paid special attention to brand inquiries: both by brand name, and in combination with product names.

3. Remarketing. This magic wand of online advertising allowed us to return to the site those customers who were previously interested in similar products or even went to the mioobaby site, but left without buying anything. This created additional targeted traffic to the online store and, as a result, ultimately raised customer sales.

4. Multimedia content is always good! Therefore, the added video reviews of products on YouTube and affiliate network sites in a lively and understandable form conveyed the main advantages and showed the product in person. As a result, the audience’s activity in working with our advertising has increased and we try not to miss a single potential client.

Results

1. We reduced the average cost per click (which means the cost of advertising for the customer!) By more than 2.5 times.

2. Reduced non-targeted traffic by 30%.

3. The increase in the average position in the account from 3.5 to 1.4 gave better visibility of the online store ads on Google - as a result, it is displayed above competitors.

And what is especially pleasing:

Due to advertising branding, the number of users who came to the site organically (i.e. not even due to direct advertising!) Increased by 75%

The number of sessions visiting the online store has grown by 70%.

And like a cherry on this cake of our triumph:

This year, the number of online store orders has doubled!

Most importantly, we have contributed a great cause: that our Ukrainian children ride in their strollers like real kings.