Margins Move the Business
Competition in the electronics market is higher than ever.
Earnings margins are under constant pressure, and retailers only earn a few dollars a year for every order sent off.
It is therefore crucial that the entire 'digital machine room' is exceptionally efficient.
As the first step in customer travel, digital marketing plays an important role. Advertising and visibility must be continuously optimized to deliver traffic and sales.
The co-operation includes:
SEO Efforts Bore Fruit
Proshop wanted more online visibility.
Based on data and insight from the current business and potential in the market, we have, since 2017, focused on search engine optimisation (SEO).
The electronics shop had significant potential for improvement since there had previously been little focus on SEO. The process started with the low-hanging fruits and worked upwards from there. So far, the close SEO collaboration has produced excellent results.
Keyword organic traffic was too low due to poor search engine rankings.
- Audit of the technical challenges and prioritization of tasks
- Internal training of employees and advice for them to follow
- Introduction of Novicell as a general SEO partner providing new inputs, for example new Google updates and actions
- In-depth monthly SEO work that included:
- Keyword analysis
- Link building
- On-Page Optimization
- Technical SEO checks
- International SEO across countries and languages
- Monitoring in tools such as Ahrefs, SEMRush and SearchMetrics.
With the refined SEO strategy we were able to leverage the immense growth potential Proshop had, which led to significant lift in online visibility:
Increase in organic visibility - 178% between 2017 and 2018 (from 14,676 to 40,868)
Increase in estimated traffic - 81 % between 2017 and 2018 (from 122,882 to 222,736)
'Always On' Marketing - with automated digital campaigns
With 170,000+ products across many different categories, Proshop requires an automated setup since they can’t refine and edit texts on each product.
The workaround? The product data feed provided by the retailer gets enriched with descriptive text and other metadata in the tool DataFeedWatch.
The optimized product data is then passed on to the various data feeds that exhibit the products. For example, to Google Merchant Center, which feeds Google Shopping.
Product data is enriched with:
- Product prioritization and product groups with good margin / coverage
Our client thus has a large ‘always on’ campaign setup across a number of channels and countries via the automated data enrichment and feeds that provide updated data to the various sales channels.
The Customer Must be a Good Business - from the first visit
Proshop is first and foremost a good merchant, and marketing initiatives must quickly have a direct positive return. It doesn’t make sense to pay £60 in a conversion price for an expensive smartphone if earnings only make up £10.
The focus is therefore not only on ‘standard’ metrics, such as CTR (click through rate), clicks, revenue, CPC (cost per click) and ROAS (return on ad spend).
In collaboration with the electronics retailer, we have, among other things, looked at overall coverage and profit, which means that real profit and ROI can be calculated on the individual focus areas.
Since there is a different level of coverage for each country and product group, it provides a much more accurate picture of the real business impact than revenue and overall ROAS.
International Online Marketing
The roll-out takes place in step with Proshop's general growth in various countries – and is always based on where there has been potential for good business. Our marketing consultants now handle the following markets for the client:
"We have worked with Novicell for many years, and have gained great value from their insight into our business and ability to constantly develop and optimize our online marketing setup."
~ Mikael Kolding, Marketing Manager at Proshop
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