Background
Torbabg is one of many online shops in Bulgaria that sells home and garden tools. What makes them stand out from the crowd is the human face of their brand, which provides not only personalised attention to each customer, making their path to purchase easier, but also genuinely good offers to satisfy the clients’ needs.
At first, they decided to rely only on Facebook and Instagram ads, which made their brand sustainable. However, they eventually reached their limit there and couldn’t grow any further. That’s when they turned to our company, SEOMAX, to help them expand their business in Google. We started working together in November 2022, since then a lot has changed.
Challenges
First two weeks of our work we had to set up everything from the beginning. Since they had never worked in Google we had zero data to rely on. We set up their Google Analytics 4 account, as well as their GA4 E-commerce measuring. When our custom events and audiences were ready we linked the account with Google Ads and were ready to start the work. Our results happened gradually. We started with a small 4-digits budget and our sales were remotely the same the first three months. We tried different ad formats – search campaigns, dynamic and performance max. The search campaigns were working well the first month in the autumn weather but in December and January people didn’t have much interest in repairing their homes, so there was not one main focus product at the time but rather many different ones specific for every client’s need. That’s when we decided that dynamic campaigns and performance max one will be better for the time period. Our sales stayed relatively the same for the first three months. The important change that was happening during that period was that our Cost Per Purchase went down 32%, which was a good beginning but still far away from our goal.
In February we finally achieved the CPA we wanted by decreasing the November’s one with 40%. Now that we had achieved a good CPA it was time to start focusing on increasing our sales. We tried with new search campaigns and Performance Max campaigns focused on specific products, since at the time this was our best performing ad but the results weren’t that good. Having tried with all different types of ads we decided to start changing our campaign settings in order to achieve higher sales. What turned out to be the key to our success was removing our Target CPA but our bidding strategy remained Maximise Conversion. This allowed all our campaigns to quickly find the best target audience and our sales started increasing. We returned our Target CPA the following week when the campaigns were already stuffed with data.
In May 2023 compared to November 2022, we had the following results:
- Ecommerce purchases had increased with 196%
- Google ads purchases had increased from 119 to 954/month
- ROAS has increased with 181%
- CPA had decreased with 67%
- Google ads budget had increased 3 times
In May everything seemed like we were on the path of success, suddenly in June the progress stopped, our sales started going down and the CPA increased unexpectedly. We decided that removing the Target CPA might help us again. At first results didn’t improve at all, we were at a standstill but to have a big four digit budget without Target CPA for more than a week was in our opinion a big risk, so we turned it back on but 50% higher than it was before. That let the campaigns run freely until they again collected enough data. Week by week we were decreasing the Target CPA until our sales escalated more than we could expect. We can proudly say that in July 2023 we achieved our best results so far.
Comparing July 2023 to November 2022:
- Ecommerce purchases had increased with 227%
- Google ads purchases had increased from 119 to 1114/month
- ROAS has increased with 211%
- CPA had decreased with 64%
- Google ads budget had increased 5 times and achieved a 5-digit number
For the past 9 months we had made 16 campaigns, 52 ad groups and 55 ads.
From 9th July to 9th August (today) Torbabg has the biggest impression share in Bulgaria, appearing in 22.43% of the searches for home and garden tools during that period.
Together we have achieved a lot but our work has not reached its limits yet. We have set new goals for the future and will continue to develop Torbabg’s brand.
