Nortberg - kitchen hood manufacturer
Nortberg - more than 5.5 million turnover on premium kitchen hoods
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01About the client
Nortberg is the official representative of TM Nortberg in Ukraine. They sell kitchen hoods throughout Ukraine, while maintaining manufacturer prices. They offer hoods of various types: island, wall-mounted, built-in, cylindrical and a number of others.
02Goals and objectives
Analyze launched advertising campaigns and optimize them. Then proceed to support and expand the RK
03Comprehensive project
For this project, we implemented:
- Setup, support, and optimization of online store advertising. The main advertising services focused on in this project include:
- Our team also engaged in SEO promotion of the site
04Project timeline
- Getting to know the business, analyzing the market, competitors, and current advertising companies – December 2020
- Conducting technical setup to launch product ads – January 2021
- Conducted technical work to launch planned contextual ads – February 2021
- Launching other advertising companies (media, YouTube) to notify customers about discounts, promotions, etc. – April-May and November-December 2021
- Support and optimization of all advertising companies – January-December 2021
Result
- — Site visits
- — Number of sales by calls
- — Average cart sales receipt
- — Average sales check by manager
- — ROMI (based on e-commerce and sales managers)
%
ROMI (based on e-commerce data only)
UAH
Cost per lead
UAH
Average cost per transition
Annual turnover (UAH)
Number of sales per cart
€
Cost per sale
As a result of our cooperation, we were able to optimize advertising investments and bring the ROMI indicator to 760.9%. When calculating this indicator, we took into account the turnover from e-commerce and sales by managers, the annual fee for our services and the annual salary of managers. The ROAS indicator of the best advertising campaigns at the end of the cooperation was over 2500%. For its calculation, we took into account the total turnover from marketing and the costs of the entire advertising budget
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Prehistory
Before the beginning of our cooperation, the client used the services of one of the marketing agencies. According to him, at the beginning of the cooperation everything was good, but with each month the advertising results did not improve, but stood still or, on the contrary, worsened. Therefore, the client decided to change the contractor. We started cooperating in December 2020 and have been working together for more than a year. Therefore, the statistics on cooperation in this case will be given for the year (January-December 2021
Promotion results
Annual result from advertising to cooperation (key indicators)
Annual conversion statistics and their value before starting cooperation
Problems that were
Analyzing the launched RCs, a number of problems were identified that could be optimized and improved. These include: poor structure and breakdown of RCs, incorrect concentration of advertising goals, no work with the audience, only purchases were tracked through the cart and a number of other technical aspects.
In short, we fixed all the technical aspects, made a new RC structure and launched all new RCs within 2 months of cooperation. We will describe how everything happened below. And the results are annual, we offer to see in the photo
Annual result of our cooperation
Key advertising metrics
Conversions and their value
We would like to note that during our cooperation, we found that most of the orders are placed by customers via phone calls. This can be explained by the fact that the product is not cheap and users need advice. According to the client, during phone calls, managers successfully closed customers with an average of 30%. Therefore, during the final calculations of the result, we will rely on this indicator.
Decision
Working for 1 year, we launched several advertising companies. The main ones that brought profit were product advertising, contextual advertising, and remarketing. Other advertising (display and YouTube) was launched exclusively for the purpose of popularization or informing users/clients about new products or current promotions.
Technical settings
First, we did all the technical setup for analytics. Our team did a full e-commerce setup, and we identified and configured opportunities for micro and macro conversions. After that, we created several audience groups that best fit the target customer and competitor groups.
Market analysis
The situation was such that the cost of a click in different regions of Ukraine differed significantly. Therefore, it was decided to divide advertising campaigns not only by language (Ukrainian and Russian), but also to single out companies that would work in Kyiv, in cities with a population of over a million, and throughout Ukraine (taking into account the minuses of regions from other regions).
Structure of advertising campaigns for its different types
Breakdown for product advertising
Breakdown for contextual advertising
Contextual advertising
In general, product advertising brought more results, even after all the optimization of contextual advertising. However, it was analyzed that many orders from product advertising occur after the second visit to the site, and the first visit was precisely for contextual advertising. Therefore, all points were discussed with the client and a decision was made that this type of advertising remains in operation.
The result we got from contextual advertising
Key indicators
Conversion information
Trade advertising
When setting up shopping ads, we decided not to stop at the breakdown of regions. We broke it down at the level of product groups and price ranges. This was necessary for future optimization of the advertising budget and definition of audiences.
Breakdown and results obtained from product advertising
Key indicators
Conversion information
Breakdown by categories and price ranges
Media advertising
Display advertising was launched during certain holidays because it was not very effective compared to other types of advertising. Some of the advertising creatives that our designers made to launch this type of advertising are shown below
Advertising creatives for display advertising
Conversions
By optimizing all types of advertising, we managed to get a large number of conversions. You can see the detailed figures in the screenshots below.
Optimization result
Optimization result
Data Studio
During our cooperation, we also set up Data Studio, pulling in all conversion data from different traffic sources so the client could clearly see which marketing channel delivers the best results.
Data Studio statistics view
Key metrics
Conversion statistics
Popular search queries for November 2021
Best-selling products and their sales channel
05 Technologies and tools
06 Client about the project
We have been cooperating for 11 months, and not only in contextual advertising but also in SEO. This team provides high-quality services and at a reasonable price. Profits are growing, everything satisfies us. You can safely contact us.
Oleh Kozak
Co-founder
07 Project team
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