The paid campaign strategy with which we achieved record sales with the client Plykit

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Challenge
Plykit was faced with the challenge of increasing its online presence and improving its conversion rates in a highly competitive market. The company needed to reach a wider audience, raise brand awareness and increase sales of its products via the web.

Strategy

Google Ads
For Google Ads, Plykit implemented a multi-faceted strategy that included:

Win customers!
Search Campaigns : Specific keywords related to Plykit products were used, food and beverage email list such as “camper furniture” and “camper kits”. These campaigns were designed to attract users who already had a clear purchase intention and were interested in the sector dedicated exclusively to camperization and camping. Various conversion sources were used here to evaluate where the greatest sales came from, given that there are some products, such as camper kits, where the user's decision can take up to two weeks. We worked with WhatsApp, direct sales and calls. From these we were able to evaluate the different performances and thus decide on the conversion that had the best performance in each of the product segments.
Performance Max : Taking advantage of Google's artificial intelligence, campaigns were optimized to impact users most likely to buy, automatically adjusting ads based on user behavior. Here we decided to attack direct sales through the Google Ads merchant center since in this way, through the product feed, we achieved even greater visibility and positioning when advertising all our products. The strategy was mainly based on giving visibility to those products with the highest sales volume and web revenue in order to boost the online part.
Meta Ads
In Meta Ads, efforts were focused on:

Conversion Campaigns : These campaigns were aimed at maximizing conversions through the Meta catalog. In this way, and taking advantage of Plykit's best seller, which are the "camper kits" for the conversion of vans, we were able to give even more visibility to both the brand and these star products.
Results

By implementing these payment strategies, Plykit experienced impressive results in a relatively short period:

Increase in Paid Web Traffic : A 51% increase in paid web traffic, driven by search and performance max campaigns on Google Ads.
Paid Revenue Increase : Product feed conversion campaigns in both Meta Ads and Google Ads led to a 373% increase in online revenue over a 6-month period.
ROAS Improvement : Continuous optimization and use of Performance Max in Google Ads helped exceed client’s target ROAS by +50%.
The Importance of Paid Strategies in Digital Marketing
Importance of Payment Strategies
Win customers!
Increased Visibility : Paid campaigns, such as Google Ads and Meta Ads, allow brands to appear in prominent positions in search results and on social media, reaching a broader and more targeted audience. This visibility is crucial to compete in saturated and ultra-competitive markets.
Precise Targeting : Paid advertising platforms offer advanced targeting options, allowing businesses to target specific audiences based on demographics, interests, behaviors, and geographic location. This targeting capability increases ad relevance and improves conversion rates.
Fast Results : Unlike SEO strategies that can take months to show results, paid campaigns can generate traffic and conversions almost immediately. This is particularly useful for small clients looking to monetize in the short term and then be able to execute other strategies such as SEO, CRO, etc.
Measurement and Optimization : Digital advertising platforms provide detailed analytics tools that allow you to measure campaign performance in real time. These metrics include impressions, clicks, conversions, and return on investment (ROAS), facilitating ongoing campaign optimization and allowing for constant optimization based on live results.
SEO Complement : Paid strategies do not replace SEO, but rather complement it. While SEO works to improve organic positioning in the long term, paid campaigns guarantee immediate and constant visibility. That is why we want to highlight the importance of always developing a comprehensive strategy where the strategies serve as support to further enhance the results.