By tailoring the SEA structure, search terms and channels to potential customers, SEA sales in DE and NL grew by 250% and 400%, respectively.
About Garmundo
Garmundo is a Dutch hedge plant specialist operating in countries including the Netherlands and Germany. Through the webshop, private and business customers can buy hedges, border packages and ground covers.
Challenge
Garmundo asked our help in realizing increased sales through the Dutch and German web shops. In this growth, it was important to take into account the strong seasonality that Garmundo faces. It was also a challenge to pour different search terms for a plant into an effective SEA structure.
Approach
The first step was to conduct a comprehensive keyword research. This allowed us to map the search volume of the different search terms. We used all kinds of different search terms, such as generic search terms, exact plant names, plants combined with measurements and Latin names. With this data, we set up a separate SEA structure for both the Netherlands and Germany. We tested the different structures in order to proceed with the winner.
We also tested applying the mapped search terms in Search and Shopping. The strategy we went for was one where part of the search terms were captured by Search ads and another part by Shopping. The distribution of search terms was aimed at maximizing the conversion rate, taking into account competitive pricing. Optimizing the product feed was also an important part of the campaign optimizations. For example, no budget was used by products without (a high) inventory.
Result
The SEA strategy and associated optimizations have led to a nice increase in sales in both the Netherlands and Germany. In the peak period (spring 2020) the turnover of the German SEA campaigns increased by no less than 250% and the turnover of the Dutch SEA campaigns even by more than 400%.
And we have a few more interesting figures. The cooperation with Garmundo started in 2019. In this year, compared to 2018, SEA sales increased by 1700% in Germany and by more than 1800% in the Netherlands.
Beyond the numbers, this collaboration has been important in discovering differences between the German and Dutch search markets, such as:
- Ask about the type of plants
- Average order value
- Channels within conversion paths
With this obtained information, we immediately proceeded with SEO optimizations in the Netherlands and Germany. We also see similar growth figures for these channels. Figures that we will share with you at a later date.