THE RESULTS
SALEWA is one of our most successful projects for many years. When we started the project, PPC campaigns were generating a negative ROAS. Within the first 12 months we managed to reach profitability and minimum ROAS in all target markets.
x 15
Turnover growth
+493%
ROAS increase
80%
CPA decrease
The Challenge
The objective of the project was to grow the eCommerce of Salewa in terms of turnover volume as well as make it profitable. All campaigns were mixed up in the same structure and measured the same way. CPA was above 100€ and ROAS was negative. It was necessary to restructure the existing set-up of and expand channels.
Our scope was optimizing campaigns in 5 languages and 7 countries with the focus on the D-A-CH region, Italy, France, Spain and US.
While our core markets started to perform and grow relatively fast within the first free months of the optimization period, several Tier 2 markets had different challenges due to lower brand awareness, stock availability and particularly strong local competitors.
THE SOLUTION
We have fully restructured the Google Ads account, divided tracking and reporting of campaigns into “performance “ and “brand” campaigns, and started to measure activities such as brand campaigns in YouTube, newsletter subscriptions and other activities separately. Once the existing set-up was under control, we have expanded our activities to additional platforms such as Criteo and Microsoft Ads in order to grow the turnover faster.
OUR APPROACH
001
Full PPC performance Audit
002
Define a Growth Strategy
003
Become profitable in existing channels
004
Expand platforms
