ANAG – publishing and educational company ANAG has been operating on the Czech market since 1990. It organizes professional seminars and publishes professional publications and magazines. ANAG’s products are mainly in the areas of labor, wages, insurance, economics, taxes, accounting, human resources, labor and business law.
The problem we needed to solve
The client wanted to use the BlueWinston PPC tool to automate their products (books). We created keywords and ads from product names in an XML feed. We also created a product DSA campaign to cover various search terms. Finally, we launched the campaigns in Google search.
How did BlueWinston help the client?
After testing several types of campaigns in BlueWinston, we decided on these types of campaigns:
Product DSA campaign
Product text remarketing campaign
Campaign for authors
1. Product DSA campaign
This campaign brings us the best long-term results of all BlueWinston campaigns. This campaign shows your ad on a variety of search terms, Google matches your search term to a specific product, and the user goes to that product on the eshop.
Product filtering
We only selected products from certain categories for the campaign. This way, we excluded some products, so we only spend the credit on the exact products we want to advertise.
Bidding strategy and automatic scripts
We currently use the Maximize Conversions bidding strategy to get the most conversions out of that budget. We also use automated scripts to optimize our campaigns. For example, scripts exclude search terms that had more than 100 clicks, a CTR of less than 1%, and had no conversions.
Ads
In DSA ads, Google automatically inserts the product name in the title, in BlueWinston we can edit the descriptions in the ads. We also insert the exact product image from the XML feed.
The product DSA campaign had 2886% ROAS for the last 30 days.
2. Product text remarketing campaign
This campaign is aimed at selected remarketing audiences (for users who already know Anag.cz and are returning to this e-shop etc.).
Remarketing audiences from Google Ads can be selected directly in the campaign:
BlueWinston automatically generates exact and phrase match keywords, as well as creates ads for every single product in the campaign.
We also use built-in scripts here, for example, to automatically add keywords from a search term that have had at least 1 conversion to your campaign. The campaign is performing well, but since it’s a remarketing campaign, it doesn’t have many clicks.
The product text remarketing campaign had 1279% ROAS for the last 30 days.
3. Campaign for authors
We’ve created an automated text campaign where we generate keywords for each author. The user thus gets to all books from the given author.
This campaign type requires a specified feed for the products to be advertised. We first created a Google sheet and added the authors’ names and URL links to their books. Then we created an XML feed from a Google sheet.
From this feed, we’ve created keywords in BlueWinston for each author, with and without prefixes.
For example:
[kniha petr beranek]
[knihy petr beranek]
[kniha beranek petr]
[knihy beranek petr]
[petr beranek]
[beranek petr]
The user gets to all books by the author Petr Beránek.
How did the Conversions and ROAS develop?
Whenever new campaigns are launched, you should know, that they probably won’t perform the best and won’t bring a lot of conversions at the beginning. Gradually, it is possible to optimize towards a better price per order (CPA) and higher performance (ROAS). Here we can’t compare the period before and after the launch of BlueWinston campaigns, but we can see how the performance of the campaigns has developed, thanks to optimization by a PPC specialist.
As you can see from the charts, the best performance was in the summer of 2021, months July to September. Subsequently, we see a decline in performance. In February 2022 the performance was around 1700%. In March and April 2022, we expect ROAS at the level of 1500 to 2000%.
