Case study: Polanatea.sk
About client
PolanaTea.sk is an e-shop focused on selling healthy food and natural cosmetics. The main part of the assortment consists of first-class loose teas imported from certified plantations from all over the world and original Swedish drops according to the recipe of Maria Treben.
The brand emphasizes quality, natural ingredients and education in the field of healthy lifestyle.
Assignment
The goal of the campaigns was to significantly streamline the advertising budget in Google Ads and reach the target ACoS 30% (advertisingcCost of sales). Before the start of the collaboration (September 2024), the e-shop had a ACoS of 46.35%, which significantly reduced the profitability of advertising.
Analysis
Since the advertising account had been active for a long time and contained historical data, the initial analysis focused on:
- Identifying campaigns and products that had or had not worked in the past.
- Identifying shortcomings in the settings (e.g., disapproved products in Merchant Center, missing assets in campaigns, poor performance of some groups).
- Evaluating the profitability of individual product categories.
Based on the findings, a strategy was designed based on optimizing existing campaigns and targeted support for products with growth potential.
Solution
The work was therefore mainly focused on optimizing existing campaigns.
I added all relevant ad extensions to the advertising account, such as images, logos, sitelinks, etc., which can have a positive impact on ad performance. I also fixed issues with products in Merchant Center.
Search campaign
- I performed keyword analysis and created ad groups for relevant products.
- At this time, matcha tea was also popular on the internet, which was also evident in its increasing sales in the e-shop. Therefore, I created an ad set focused on these keywords.
- I paused underperforming ad groups to use budget efficiently
Creation and optimization of performance max campaigns
The account already had performance max campaigns running. I didn’t turn them off because they were already delivering results and I didn’t want to disrupt the advertising algorithm. Instead, I tweaked them sensitively. I excluded products that weren’t performing well from the promotion so that the budget could be optimized for the best performing products.
I also created a new performance max campaign in the account focused on a product category that was growing in performance – Matcha tea.
Dynamic remarketing
The economics of marketing for an e-shop would not be complete without a remarketing campaign. In the account, I created remarketing audiences of people based on the relevance of their visit. I created. audiences of people who viewed the product in the last 7 – 14 and 30 days. The most relevant audience, however, was of course people who added a product to their cart in the last 7 – 14 and 30 days.
In the advertisement, I focused mainly on what benefits the company provides and what makes it unique. So the texts were as follows:
“We are a direct importer of quality loose teas and other natural products.”
“Swedish drops, teas, natural cosmetics and other products at great prices on Polanatea.sk”
“Free shipping over €60. First-class teas with fast delivery.”
“Buy natural loose teas from all over the world directly from the importer at a great price.”
“First-class teas from all over the world in stock, free shipping over €60 and 100% guarantee.”
In addition, I connected a product feed to the campaign, so the campaign showed users the products they had previously viewed.
Results
From the start of cooperation in September 2024 until the end of the year, the client achieved the following results.
- ACoS (advertising cost of sales) – 29,39%
- Products sold – 235
- Price per order – 10,47€
- Conversion rate – 3%
The results were significantly better compared to the previous period:
- ACoS – reduction of30,36%
- Objednávky – increase in orders by 48,68%
- Price per order – reduction of 31,54%
- Conversion rate – increase by 36,96%
Through campaign optimization, a data-driven approach, and support for growth products, we were able to meet the client’s main goal – to get ACoS below 30% while increasing the number of orders by almost half. The campaigns thus confirmed the potential of performance marketing even for smaller e-shops and laid a solid foundation for further growth and expansion.