vezi categorii 186 articole
Evenimente Marketing Online
The end of 2020 brought another pleasant surprise for the WebDigital team. We were thrilled to submit 2 projects in 4 categories at one of the last digital marketing competitions of the year — and one of the most recognized on the local market — the IAB MIXX Awards.
The IAB MIXX Awards (Marketing and Interactive Excellence Awards) is the only 100% digital international competition held in Romania by the industry association — an impartial organization aligned with globally recognized standards. The IAB MIXX Awards also offer international exposure in other countries where IAB is active!
The IAB MIXX Awards recognize excellence in digital marketing across cross-media campaigns. This means every aspect of a campaign is important: strategy, execution, media, results, return on investment, and creativity. Only the very best digital campaigns earn a MIXX award! Additionally, winning work at the IAB MIXX Awards serves to inspire, educate, and promote best practices in the market regarding the power of digital to build brands.
WebDigital had 3 nominations in this year’s competition (December 2020) across two categories:
- Two nominations in the “Best Search Advertising Campaign” category for the projects:
- DualStore – Over 3500% ROAS
- Videnov – x10 Revenue & x3 ROAS
- One nomination in the “Most Effective Campaign” category, with the DualStore – Over 3500% ROAS project.
In these categories, we competed alongside top agencies like Publicis, Data Revolt, and Friends TBWA and well-known projects from brands such as Penny, Orange, and Lay’s.
And the award didn’t keep us waiting — our team won 1st place in the “Best Search Advertising Campaign” category with the project:
WebDigital & DualStore – Over 3500% ROAS
The DualStore project entered WebDigital’s portfolio during the SARS-CoV-2 pandemic. It came with ambitious goals: to significantly increase sales and maintain a high level of profitability, specifically tripling revenue through performance marketing campaigns while maintaining a ROAS of 2000%.
The results exceeded both our expectations and those of the client, as we managed to increase store revenue by more than 4 times while achieving an impressive ROAS of 3527%. This was accomplished through a mix of tactics, including:
- Google Shopping Ads
- Google Search Ads (DSA, SKAGs, and Keyword-Based Ads)
- Google Display Ads (Dynamic, Smart, and Classic formats)
Key elements of our approach included:
- Google Scripts: We used custom scripts to prevent budget waste in case of errors, billing issues, or overdelivery.
- Feed Management: Using internal tools, we optimized the product feed by adjusting titles and descriptions and adding key parameters to improve delivery and visibility within Google Shopping listings.
This helped ensure efficient delivery not only of Google Shopping campaigns but also of other campaigns relying on the product feed.
Example of Google Shopping product listings
Example of Google Search Ad appearance
Data-Driven Attribution Model + Smart Bidding: These helped keep profitability metrics under control and delivered ads to users most likely to make purchases.
Results came quickly, showing us that our strategy was performing well, so we continued with our optimization plan. After the first month of managing and optimizing the campaign, we achieved the following:
- Sales cost of just 2.9%
- ROAS of 3527%
A year of recognition for WebDigital
In 2020, WebDigital reached the finals of 3 international competitions and one local competition, with 6 nominations and 3 first-place awards across 3 different projects.
