SOS electronic
Successful B2B marketing campaigns in 35 countries of the world
Goals
- 20% year-over-year increase in revenue from PPC with positive ROAS,
- 5% year-on-year increase in the number of quote requests from PPC
- Successful export to unsaturated markets in Italy and Spain
Results
- 186% total revenue growth from PPC with positive ROAS (40% in the first year),
- 20% Increase in the number of quote requests from PPC ( 5% decline in the first year),
- 66% total revenue growth of the website.
- Successful market penetration in Italy and Spain at the end of the year 2018.
Published
March 2019
Services
SEO • Web design and UI design • Webs and solutions
SOS electronic is an international distributor of electronic components for industry. The company directly operates in 7 countries and conducts marketing communication in 9 languages. The company has been cooperating with Volis International on comprehensive digital campaigns focused primarily on performance and branded PPC campaigns, UX improvement and search engine optimization.
Our scope of work provided to the client includes campaigns in 9 languages as well as English campaigns in another 26 countries of the world.
Complex performance campaigns
We developed PPC campaigns focused on supporting ecommerce shopping experience and direct purchases as well as brand awareness campaigns. We utilized the following tools and resources:
- 10 accounts
- 829 campaigns
- 640 000 key words
- Media budget of 250 000 €
Dynamic campaigns from feeds
We employed dynamic campaigns based on product feeds or other feeds: dynamic remarketing, Google Ads and also dynamic search campaigns (DSA).
We make use of automated product campaigns with Blue Winston automation tool as well. These are aimed at searching for specific products and product categories and ads are auto-filled, based on feeds, with the name of the product, its current price or the number of products in each category.
Banner campaigns
Apart from standard banner campaigns concentrated on brand awareness of SOS electronic we utilized more creative banners with the aim of triggering interactions.
Users that needed help with selecting components were able to receive a phone call from us within 30 seconds from clicking on the CTA button and utilizing the CallPage app integrated with the website; providing, the phone number has been entered into the system.
For users that have not completed their purchases a limited time offer of free delivery was launched after 14 days.
Those who are interested in certain kind of products are notified of recent articles via newsletter but also through remarketing in Gmail ads.
Campaign results
- 186% total increase in revenue from z PPC with positive ROAS (40% in the first year)
- 20 % increase in the number of quote requests from PPC ( 5% decline in the first year),
- 66% total revenue growth of the website
- Successful market penetration in Italy and Spain at the end of the year 2018
Comparison periods for the campaign (2017-2018 vs 2015-2016)
Continuously improving UX
We do not consider improvement of the website usability to be a one-time action. It is a long-term process in which we are trying to improve selected parts and website functions. That is the reason why we conduct a quantitative UX audit for our client which is repeated on a quarterly basis. It allows us to identify new areas of improvement but more importantly evaluate the impact of incorporated changes from the past.
Among the tools used are heatmaps, user recordings, questionnaires and web analytics.
A re-audit focused on improving the shopping process, predominantly on mobile devices, can serve as an example. By simplifying processes and being responsive we achieved the following improvements:
- 69% basket abandonment improvement
- 17% conversion rate improvement (visitors on mobile devices)
We also concentrated on conversion elements in product categories where we achieved mainly:
- 10% increase in ad-to-cart rate from categories
Comprehensive SEO audit
In addition to performance campaigns and improving website UX we centered our attention on on-site SEO and developed a strategy for off-site SEO. Thanks to it, following implementation of our recommendations (quarter-on-quarter comparison) we observed:
- 20% increase in organic traffic
- 7% increase in transactions from organic traffic
What is our client saying
With the help of performance campaigns by Volis our revenue grew by more than 12 % over the last two years and we successfully penetrated new markets. In our cooperation we particularly appreciate open and regular communication and continuous improvement of our campaigns and the website.
