Online Electronics – Extreme Digital
Adding negative keywords to your Google Ads account can make you a fortune. How did we optimize an ad account on Day 1 that instantly saved enough ad budget to cover our agency fee for many months?
Extreme Digital used to be the leading online electronics marketplace in Hungary with presence in 7 other neighboring markets (Romania, Slovakia, Slovenia, etc.).
Extreme Digital separate story ended in 2019 with a strategic merger led by the 2nd largest marketplace, eMAG backed by Naspers Group.
We got the chance to manage Extreme Digital all paid media activities in the 8 countries (including Google Ads, Facebook Ads, Criteo Ads, Waze Ads).
On Day 1, we already spotted enough optimisation opportunities to fully cover our fees for quite some time.
Problem Statement
In 2018, Extreme Digital decided to outsource their PPC management to a professional digital team who could manage many accounts in multiple countries.
Their main goals were to turn their international operations and paid media sources profitable as well as further optimise and scale their Hungarian ad accounts.
Generally speaking, the ad accounts were in good shape, however, at such large accounts there are always some room for improvement
Domain: edigital.hu
Industry: online electronics
Employee: 100+
Partnership with Markestic: 2018
Main competitors
Solution
No surprise with 1000s and 1000s of products offered, Extreme Digital had a quite complex Google Ads account structure with many keyword-based and dynamic search ads (DSA) campaigns combined. DSA effectively complements the gaps where keyword-based campaigns miss out some search queries, however, both campaign types need tight monitoring and negative keyword tactics, too.
Since the majority of the paid media ad spend got allocated on these campaigns, we started with a deepdive here by analysing their search term reports.
We spotted 1000s of queries bringing irrelevant, non-converting traffic to the websites and ultimately burning Extreme Digital’s ad budget with no sales results.
Results
The Google Ads accounts got quickly cleaned up and filtered with 1000s of negative keywords already in the very first days of the partnership. By doing so, we instantly saved enough ad budget to Extreme Digital to cover our agency fee for many months.
It was already a really promising kickstart. We continued with the optimisation of the other ad accounts (Facebook, etc.), implementing very effective short-term, one-time sales promotions on weekly or bi-weekly basis supported by all the channels. We also tested to support offline sales with online promotions. Some worked efficiently whereas some others got closed off with no results (e.g: Waze Ads).
Sometimes many low-hanging fruits remain untapped opportunities in ad accounts, especially in larger ones where complexity can conceal mistakes. The above-mentioned case with little or no negative keywords was a typical example for that.
Large ad accounts also tend to hide larger savings. If around 50.000 EUR is spent in a month, even only a 5% efficiency gain means 2.500 EUR cost reduction. And in the spirit of transparency, finding 5% room for improvement in an extensive ad account shall not be a big challenge for an expert.
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