Berlin Brands Group (BBG) – pioneer and leader in D2C business. For more than 10 years, it has focused on the development, production, distribution and marketing of 45+ brands.
“We bring joy, and transform conventional solutions. From cooking, gardening, playing sports to experiencing music and furnishing the homes of millions of customers around the world.”
Product text campaigns for products from the brands Electronic.star and Klarstein run through BlueWinston. BBG advertises about 3300 products from the Klarstein brand and about 5000 products from the Electronic.star brand.
A problem BBG needed to solve
For advertising through Google Ads, it was necessary to solve the automated advertising of products in Google search. The point is that users get directly to the given product in the e-shop.
For Klarstein and Electronic.star, BBG needed to easily and quickly create product text campaigns for several countries – Czech Republic, Poland, Slovenia, Bulgaria, Slovakia, Hungary, Croatia and Romania.
How did BlueWinston help?
BBG runs several types of product text campaigns through BlueWinston. They cover all the keywords that are related to the given products, be it longer or shorter keywords.
Through BlueWinston BBG launched:
Product text campaigns – in this type of campaign, BlueWinston created keywords for each product, including relevant ads for each product. In each advertisement, the price of the product is automatically updated according to the e-shop. The user gets directly to the given product in the eshop from the Google search.
Ads for product groups – BlueWinston created keywords suitable for several products and the user gets to the product group in the eshop. In this way, the BBG can also cover those searches where the user does not know the exact name of the product.
Product DSA campaigns – users may not be familiar with some products and therefore rarely search for them via Google search. BBG launched product DSA campaigns only for these products.
Luigi’s box campaigns – in cooperation with Luigi’s box, the BBG obtained searchterms that users are looking for in the given eshop. They launched a special campaign for these terms and they advertise those terms via Google Ads.
Campaign results
As a result of the campaigns, we took the entire period of running campaigns through the BlueWinston PPC tool, from October 2019 to August 2023, which is almost 4 years.
It is appropriate to say here that some campaigns were launched earlier and some later. Also, in the case of Croatia, the currency changed from HRK to EUR during the monitored period.
The total conversion value from BlueWinston campaigns is:
| Electronic star | 1,078,000€ conversion value |
|---|---|
| Klarstein | 914,000€ conversion value |
As for the performance of campaigns in terms of ROAS, it is different in each country and depends on several factors. The long-term ROAS in individual countries is between 700 and 1,200 %.
Statement from BBG
“The campaigns we have launched through BlueWinston are very specific and provide us with coverage of long-tail keywords, which are created by various combinations of names or product groups. Thanks to them, we are able to collect low hanging fruit and that almost without any significant optimization.”
Summary and conclusion
As we can see from the results of the BlueWinston campaigns for BBG (Electronic.star and Klarstein), it makes sense to run Product text campaigns that can function in the long term based on data in XML feeds. In addition to text campaigns, you can also run P.Max or Shopping campaigns at the same time, because they complement each other and Google selects more relevant ads.
In addition to BlueWinston, the BBG group also uses Shopping in EU CSS from us, which helps them get more clicks from Google Shopping and P.Max campaigns.
