Case study: Nekastores
About client
The company Neka Stores is a brick-and-mortar store and e-shop, focusing on the sale of sanitary ware and other products for the bathroom, kitchen, garden and plumbing and heating needs.
The company’s portfolio can be divided into 5 groups:
- Bathroom (toilets, showers, bathtubs, faucets, bathroom furniture, etc.)
- Kitchen (sinks, faucets)
Garden (hoses, sprinklers, irrigation) - Heating (radiators, underfloor heating, water heaters)
- Installation (plumbing, gas and heating assortment, tools, pipelines)
Assignment
The goal of the cooperation was to increase the visibility of the product portfolio in the online space and ensure consistent and measurable orders through Google Ads ads. Until that time, the client operated primarily through organic traffic and did not use the potential of performance campaigns.
Analysis
When entering the project, there was no performance strategy in the account. There were no product campaigns, search campaigns, or remarketing. Conversion tracking was also not set up in Google Analytics or Google Ads. The website lacked conversion events that would allow optimization of shopping campaigns, and there was no linked and valid product feed in Google Merchant Center.
Solution
After initial analysis and consultation with the client, we decided on the following procedure:
1. Basic account and analytics settings
- Implementation of conversion tracking via Google Tag Manager.
- Linking Google Ads, Analytics and Merchant Center accounts.
- Creation and optimization of product feed in XML format.
2. Creating campaigns
For the client, I decided to create a new type of campaign (performance max), while I only used product advertising promoting products from the product feed. This way we could communicate the entire product portfolio and use automated targeting and data collection.
Individual product categories were segmented according to main product groups, which allowed for precise optimization and control over the performance of individual segments.
Results
The campaign ran from October 2022 to September 2023. During this period, it achieved the following results:
- ACoS (advertising cost of sales): 20,11%
- ROAS (return on ad spend) 455 %
- Average purchase price: 329,- Kč
- Products sold: 13,14 €
- Turnover: 24 500 €
The campaigns demonstrated a high return on investment and helped the client better understand online customer behavior. The launch of a performance strategy also created a stable foundation for the e-shop’s further growth.