We tell you how the ALLO marketplace launched DSA advertising campaigns from Google and what results it achieved within the framework of a new tool for itself. All this — without drastic changes in the budgets allocated to paid traffic channels.This case is about performance marketing. Performance is a digital marketing concept where payment for advertising services depends on the achievement of clearly defined results. Inweb conducts campaigns for ALLO in various formats and implements various hypotheses. In this case, we talk about DSA.
About the client
ALLO is one of the leaders of the Ukrainian electronics and gadgets market, has about 300 stores throughout Ukraine and the allo.ua marketplace , which presents a variety of products, from furniture to children’s goods and sports equipment.ALLO Marketplace is among the top five in Ukraine — it hosts more than 2 million products from several thousand sellers. According to Similarweb, the site is visited by 3.5-4 million people (Unique Visitors) every month.
A shop is essentially a place where people shop visit with intent to either purchase or order goods and services either online or physically. It is rather pleasant to shop in an organized shop full of diverse quality products. A friendly attitude to the client and availability of simple and accessible site can ensure a firm’s success. Maintenance of a good shop entails the creation of trust and sales promotion in order to achieve customer satisfaction.
It occupies the first position in the category of electronics stores.ALLO is in the top 5 among Ukrainian marketplaces according to Similarweb. ALLO is top-1 in the electronics category. During the full-scale invasion, the company continues to restore and open new points of sale, seeks and finds effective ways to promote on the Internet. Implements advanced marketing practices to achieve goals: creative stories, collaborations, bright branding campaigns. Particular attention is paid to painstaking work with performance tools, such as search engine optimization and PPC (Pay Per Click).
That helps in working with the client
ALLO has a strong in-house team of marketers, which helps us communicate with customers in the same language. When we show data, share ideas, and offer solutions, the client understands us and we communicate meaningfully. We do not need to explain the essence of the tools or the justification of their use – the client understands this already at the stage of presenting our hypothesis. This speeds up the launch of advertising campaigns.From ALLO’s side, our team interacts with an expert who is well versed in PPC tools and plays the role of a manager in communication with us.The second important point is that brand awareness affects CTR (Click Through rate). ALLO is a powerful brand, it helps to get the most out of performance activities.
Actions of the team of the digital marketing agency Inweb
First of all, we analyzed the market — studied the activities of competitors, determined their strategies and characteristic features of promotion. So we saw possible points of growth.Based on the received data, we suggested that the client use Google Ads DSA campaigns for search promotion. Before that, the client had not used such campaigns.Dynamic Search Ads (DSA) are search ads that are automatically generated based on site content. Such campaigns are especially useful for companies with a very large number of product items.According to our hypothesis, DSA would increase the targeted traffic.How it works from the user’s perspective. A person opens a Google search and makes a query that interests him. In the middle of the output, she sees an advertisement called ALLO — this ad was generated automatically by Google tools.
The work was carried out in two stages Stage
Conducted an analysis of competitors health tourism for physical therapy search results, drew conclusions.Based on data from Similarweb, we found that DSA will be a growth point.A comprehensive promotion strategy has been prepared , DSA is one of the tools of the strategy.We have determined the categories of goods with which we will primarily work.Developers were tasked with creating a feed for DSA campaigns — a spreadsheet with URLs for the most accurate targeting.The technical task was given to the client – he implemented the settings from his side.Formed the structure of the campaigns, the work plan for each. It looked like this:
division by businesses.Division by categories and brands in the middle of the campaign. Audience division: all users and users from the remarketing list. Allocation of promotional products during the promo period: “Black Friday”, “New Year”.In order for ALLO representatives to see important indicators in real time at any convenient moment, we have created a convenient dashboard. It provides transparency, allows you to make the right decisions based on dynamics and important indicators.
Result
DSA campaigns accounted for 6% of aero leads revenue and traffic from the total figures from paid channels (paid traffic). These are only the first results of two months of work, we continue to scale the use of this tool. A simple but effective solution.This case proves that it is always possible to do better than it is now. On the example of one simple tool, we saw how you can strengthen the key indicators for one of the market leaders. We work on new hypotheses and implement new tools to achieve better results.Comment from Dmytro Dyadyukh, Senior PPC at ALLO:This case is a vivid testimony of how professionalism and an innovative approach can help to find new growth points, even in the most traditional type of advertising campaigns.
