Not only goods but also advertising can be expensive abroad. However, the problem with the high price of PPC campaigns can be solved by finding a suitable market segment - this is shown by the case of VašeČočky.cz abroad.
It is no secret that the company Maternia (operating the e-shop VašeČočky.cz in the Czech Republic) is currently active in 13 markets across Europe. We help her with performance campaigns in all these markets, especially in the countries of Western Europe, but in some countries we often encounter an unpleasant problem in the form of a high CPC, which in extreme situations is equal to half the price of the product.
To solve this problem, she was elected a new, original PPC campaign strategy. "We decided to take advantage of the relatively high number of immigrants in individual countries and prepare campaigns targeting other most commonly used languages in addition to the mother tongue," explains Jan Fencík, Performance Advertising Leader at ACOMWARE. He then adds: "In foreign markets, in the case of high CPCs, it is important to find a market segment that can generate results for you at the desired values. There is no need to always stop advertising."
The new strategy brought in particular in Great Britain immediate results – although the number of impressions for the other languages was significantly lower, there was a significant improvement in the average position of the ad (from 4.6 to 1.8) and CPC reduction from $2.18 to $1.17. At the same time, the conversion rate was maintained or slightly increased.
You can find more information about the campaign, including detailed results in the following presentation, which was presented by Tomáš Bártek (Maternia) at the Marketing Festival conference.
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