DanskIllums Bolighus
- Collaboration: 8 years
- Client type: eCommerce
- Markets
“It was important for us to find someone who could collaborate with us strategically on eCommerce, and savvyrevenue’s specialization in eCommerce made them a perfect match.”
The Challenge
Illums Bolighus started with us in 2018 without a Google Ads account and has since aimed to grow their eCommerce store YoY.
Last year was no exception, though with the small challenge that they wanted to grow eCom within the same budget.
“We trust that we are in good hands with savvyrevenue, who consistently brings excellent ideas for continued growth opportunities each quarter.”
The 3 Marathons
The optimal combination
Through three Marathons, we have developed and tested various Google Ads structures.
We discovered a new shopping structure where we implemented a Bestseller split combined with price monitoring and made continuous optimizations, ultimately leading to a strong Q4 performance.
This resulted in significantly increased revenue and met the growth goal within the same budget.
Marathon #1 (Feb - May)
Focus on Maximum Impact
Overview
The projects were selected based on the principle of creating maximum impact. Shopping is a significant part of the strategy, focusing on identifying and promoting the most profitable products.
Focus Projects
- New shopping structure: Placement of selected brands in separate campaigns to focus on them during sales.
- Expansion of Search (🇩🇰 🇸🇪 🇳🇴): Adding products and series attributes to feed-based Search through scraping.
- Price monitoring test: Testing to see if we can structure products in ways that create more profitable growth.
- Initial analysis: Exploring opportunities in the Bestseller split structure in Shopping.
Insights from M1
Breaking out brands in Shopping did not have the desired effect. Therefore, we prepared a new test of the bestseller structure for Shopping.
Search was also expanded in DK, SE, and NO to increase the number of products and series we could advertise profitably.
Marathon #2 (Jun - Sep)
Testing a New Shopping Structure
Overview
During Marathon #2, Google transitioned from GA3 to GA4, requiring us to build new dashboards to maintain the same insights we had previously.
After testing the new shopping structure from M1, which did not have the desired impact, we decided to try a bestseller split combined with competitor price monitoring in Marathon #2.
Focus Projects
- Setup of new dashboards: Google’s shift to GA4 required a new setup.
- Test analysis: Evaluating the impact of combining price monitoring with a bestseller split.
- Expansion of feed-based Search: Adding products and series attributes to feed-based Search
- New shopping structure: Bestseller split to enhance performance by utilizing algorithms.
Insights from M2
The analysis of price monitoring clearly showed that the price of products relative to competitors had a significant impact on the conversion rate.
The analysis of the potential effect of a bestseller split showed great potential.
Therefore, we chose to implement both and immediately saw a significant impact, making us excited to enter M3 (Q4).
“After a steady start, we have established a strong foundation on Google Ads, and we are excited to continue growing this channel.”
Marathon #3 (Oct - Jan)
Top-Performance in Q4
Overview
M3’s main focus was to execute all the preparations from the first two Marathons to capitalize on the significant potential in Q4 (Black Month as well as Christmas and January sales) and to achieve the goal of growing their eCommerce store within the same budget.
Focus Projects
- Heavy spring cleaning: Cleaning up accounts, bid strategies, and everything else to avoid any loose ends in Q4.
- Shopping feed optimization: Adding delivery time to analyze its effect on conversion rates and proactively adjust the bid strategy.
- Online vs. Click & Collect: Ensuring that traffic is directed only to products available for online purchase using Custom Labels.
- Execution of Q4 sales: Maximizing the revenue potential during the peak sales period.
Insights from M3
We saw that the preparations from M1 and M2 delivered the desired results, with significantly increased revenue and a better ROAS year-over-year in an otherwise more challenging market.
Enabling us to fulfill Illums Bolighus’s goal of growing their eCommerce store within the same budget as the previous year.
“It was important for us to find someone who could collaborate with us strategically on eCommerce, and savvyrevenue’s specialization in eCommerce made them a perfect match.
After a steady start, we have established a strong foundation on Google Ads, and we are excited to continue growing this channel.
We trust that we are in good hands with savvyrevenue, who consistently brings excellent ideas for continued growth opportunities each quarter.”
We’d love to show you the actual numbers, but:
- Clients rarely want their baseline numbers for competitors to see
- Showing you 10% or 110% revenue growth without the baseline means nothing
Instead, we show you what we did (with a few redacted parts) and whether the client we worked with was happy.
Want results like these? Let's talk about your account
What we'll cover:
- Review your Google Ads setup
- Show what we would do differently
- Provide a proposal on pricing and partnership model
Andrew LolkFounder of savvyrevenue
