Pakobazaar

Overview

In the extremely competitive world of eCommerce, standing out and achieving remarkable results demands more than just a stellar product range. Recognizing this challenge, Pakobazaar, a prominent online retailer specializing in indoor and outdoor furniture, turned to Bravescale. Pakobazaar selected Bravescale to take over management of PPC campaigns on Google and Facebook to leverage the full potential of performance marketing and fuel their growth in the Greek market.

The Challenge

Having proven our expertise initially at the fiercely competitive German market, Pakobazaar reached out sharing their main goal for the Greek market – to increase revenue and help drive improved profitability through paid media.

As an eCommerce brand catering to a niche market, they understood the significance of performance marketing and sought to harness its power effectively.

With years’ worth of data as part of their previous activity, we started by identifying core opportunities to achieve quick wins, as well as implementing a list of processes to support longer term, sustainable growth as we scale spend to higher levels.

The Solution

Although a brand with established activity in PPC, to address Pakobazaar’s main challenges, our team followed a holistic approach, starting with a profitability analysis – both for the paid channels and ecom wide.

With these crucial insights in hand, we crafted a tailored strategy in PPC, ensuring maximum exposure to their target audience and capturing demand of high quality traffic in or near ready-to-buy moments.

Diving into the accounts, there were some clear actions to be taken that would have a drastic impact in performance.

That being said, however, for the growth to be sustainable, a mindset of atomic improvements was followed, looking for small wins that can move the needle (even marginally) and capitalizing on every pocket of opportunity.

As such, our efforts were focused on 4 main pillars:

1. Comprehensive Performance Analysis: An in-depth analysis of Pakobazaar’s target audience, buyer personas & on-site behaviour helped us determine the key opportunities for paid media activity. By gaining a deep understanding of their preferences, behavior, and demographics, we were able to craft highly targeted campaigns and develop a tailored segmentation approach.
2. Account Structure Optimization: Through meticulous keyword research, we identified high-value keywords relevant to their products, empowering Pakobazaar to reach potential customers at various stages of the buying journey. Changes were also made in Shopping & Display activity to follow a more streamlined structure that could more effectively support spend scaling.
3. Creative & Bid strategy evaluation: Producing highly relevant, compelling ad copies and eye-catching visuals that seamlessly aligned with Pakobazaar’s brand identity aligned our messaging with the new account restructure. Combined with an overhaul in bid strategies, applying a thorough process based on each campaign’s objective, these adjustments drove a strong positive impact across the account.
4. Continuous Monitoring and Optimization: Our work didn’t stop at campaign launch. We diligently monitored the performance of each campaign, identifying areas for improvement and fine-tuning our strategies for maximum impact. From regular SQRs in Search activity to performance-based product bucketing in Shopping, we left no stone unturned that could drive performance uplifts in activity.