35% sales growth thanks to smart campaign structure and budget regulation

The challenge was reducing and bringing together the number of campaigns, taking into account the use of budgets per entrepreneur and a local assortment. Because Google does not offer a standard solution, we developed a number of tools with the following primary objectives: Creating a compact, future-proof and efficiently manageable campaign structure:

• Creating a compact, future-proof and efficiently manageable campaign structure
• Achieve the possibility of demand-driven budget distribution across the campaigns and the product range
• Achieve significant growth in store visits and cost reduction per store visit through Google Ads
• Improve the quality of leads by 10% and achieve significant growth in offline sales per store

To ensure that entrepreneurs can allocate their own budgets in Google Ads, we have built a customized advanced scripting solution. Locations that Google recognizes in its API are linked to franchisee coverage areas. The script calculates the total ad costs incurred per location and gives each search campaign a priority score. This creates a demand-driven way of working, whereby budgets per store are used as efficiently as possible.

Because we can regulate budgets with our script, we significantly improved the campaign structure. The number of search campaigns decreased by no less than 179 to only 21. This is not only compact but also scalable and therefore future-proof.

Use the store data from Comafin entrepreneurs as input for so-called Ad-customizers. It dynamically adjusts ads based on a match between a local branch and the location of a user searching in Google. As a result, a user searches Google for ads from the nearest Thuisin location.
After the ad click, a visitor will be redirected to a further personalized and localized landing page.

In the new situation, instead of 200 fragmented campaigns, only 21 search campaigns remain. This is much more efficient to manage and is optimally designed for the use of Google Ads Machine Learning. Budgets are spent 20% more effectively and no longer unnecessarily go to product categories with little demand. With the same budgets, Thuisin entrepreneurs achieve more revenue than before, because their advertising is demand driven.