Paid Search
client
KA-YO
type of client
E-commerce
services
SEM
year
2023
Background
Focusing on apparel and equipment for outdoor, running and trail running experiences for men and women, KA YO presents a highly curated selection of progressive industry-leaders and niche brands. Going into 2023, the Google ads account was brand new and lacked conversion tracking.
Objectives and Challenges
Since this was a completely newly launched e-commerce and account, there was a need for close collaboration with the client, to make progress as fast as possible.
The main areas were to:
- Rapid growth: Earn 12 million SEK in revenue within one year, with a 20% cost of sales (COS), and expansion into multiple new markets.
- Start from scratch:
- Setting up a brand new Google Ads account, lacking historical data on performance.
- Setting up a brand new E-commerce with lack of historical optimised landing pages and UX.
- No previous CRM-data on existing customers for effective targeting and optimisation.
Our Approach
Our SEM strategy involved several key actions:
- Google Ads Pixel Setup: Implemented pixel to collect actionable data and improve account insights.
- Enhanced Tracking Implementations: Integrated Enhanced Conversions and Consent Mode for comprehensive user data collection.
- Market-Specific Feed Optimisation: Translated and optimised feed attributes, like gender and color, to align with each market's preferences.
- Landing Page Development: Guided the client on strategic new landing page creation to improve user experience and conversions.
- Data Utilization Strategy: Leveraged third- and first-party data sources to bridge the gap from a limited CRM list.
- Tracking and Measurement Advisory: Provided recommendations on tracking setup to enhance data reliability.
- PMax Strategy Customisation: Configured a Performance Max strategy tailored to KA-YO's unique business goals.
Results
The strategy became a huge success achieved significant growth, with key performance indicators (KPIs) showing marked improvements:
- Account Expansion: Starting in January 2023 from a minimal setup with only a brand search campaign in Sweden and a 116 SEK spend, we expanded into four markets (Sweden, Denmark, the Netherlands, and Finland) within one year.
- Revenue Growth: Surpassed the 2023 revenue target by 34%, achieving 16.1 MSEK in conversion value against the initial goal of 12 MSEK.
- Cost Efficiency: Achieved a Cost of Sales (COS) of 16%, outperforming the maximum target COS of 20%.
- Market Presence: Successfully established a strong market presence and diversified campaign efforts across four markets, positioning the brand effectively within each.
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