Netpeak

Results: Non-branded traffic increased by 99%, total organic traffic — 54.22%

The Client

Vodafone Shop is an online platform of the Vodafone company. As the leading mobile operator in Ukraine, Vodafone serves 18.8 million subscribers.

This company has successfully implemented social projects and improved 4G network coverage. Not only that, Vodafone has also developed an online store that offers a wide range of smartphones, laptops, tablets, TVs, smartwatches, and other gadgets and accessories.

Vodafone Shop is a newcomer to the market of electronics and accessories. The challenge of promotion was that the niche of electronics, technologies, and accessories is quite saturated. There are several competitors, including both large marketplaces and narrow-niche retailers.

The Challenge

Our goal was to increase search traffic and therefore, sales.

Objectives:

   - increase targeted organic traffic;

   - increase the visibility of Vodafone Shop for non-branded queries;

   - improve the search ranking of priority categories.

The tasks were divided into several categories.

1. Technical SEO: fix critical errors on the website, set up website change detection and monitoring on both the main website and competitor websites.

2. Content: perform website content optimization (i.e., texts, h1 tags, title tags, meta description tags).

3. Structure: create an optimized website structure, prevent unnecessary pages from indexing, and expand the filter structure.

4. Off-page SEO: high-quality link building.

5. Analytics: prepare analytical tools to measure results and monitor KPIs.

The Solution

1. Before initiating the project, we created a forecast of the search traffic growth. We then started working to meet the KPI targets for traffic management.

The forecast included:

   - calendar for category page optimization;

   - monthly forecast of positions and traffic;

   - branded traffic forecast;

   - final forecast.

2. All necessary technical SEO tasks were completed.

3. Data analytics were set up. To track results with ease, we created a Google Data Studio report on the main KPIs.

4. Website content was optimized via the following steps:

   - optimized title tags and description meta tags for category pages and filters according to seasonality and priority analysis by Vodafone Retail Ukraine;

   - provided technical requirements for texts on the Vodafone Retail Ukraine blog.

5. Link building was performed through a few different strategies:

   - crowd-marketing by posting links on forums and in comments;

   - purchased links at link exchange systems;

   - outreach by identifying thematic websites and asking webmasters to post links.

We conducted a detailed analysis of competitors and market share for the niche. Based on the data obtained, we built a promotion strategy and created a forecast on potential traffic, transactions, and ROMI.

The Results

1. We successfully carried out the plan from May 2020 to April 2021.

2. In the second half of the year, the technical requirement implementation slowed down. This reduced the dynamics of organic traffic growth. Despite the difficulties, the plan was implemented by 100.27%.

3. We increased non-branded traffic from 39% to 55.71%.

4. Non-branded traffic increased by 98.88% from April 2020 to April 2021.

5. Total organic traffic increased by 54.22% from April 2020 to April 2021.

Results: Found 50,000 entrepreneurs ready to launch their stores on OLX.

The Client

OLX.ua is one of the most extensive ad services in Ukraine. Part of the OLX Group, it operates in more than 30 countries worldwide (300 mln MAU). OLX offers ads to find and rent apartments, sell and buy products, find employees, develop businesses, etc. In Ukraine, 1 in 3 smartphones has the OLX app installed.

As one of Netpeak's first clients, OLX has been collaborating with us since 2007 in various areas including PPC (search, display ads, and app promotion), SEO, and ASO. Since the beginning of 2020, they have started working towards B2B (business-to-business) by getting entrepreneurs to run and develop their businesses on OLX.

Now, there are more than two million ads on the website by businesses. About 25% of sellers on OLX are entrepreneurs. Currently, there are approximately 26 thousand OLX stores on the platform.

The Challenge

OLX management set a goal for Netpeak to increase the number of business page owners. Reaching out to entrepreneurs online is a challenging task, but we accomplished it. In one and a half years, we found 50,000 clients willing to set up their businesses on OLX.

The main goals of the B2B project were to raise the number of active users on the website and increase revenue from small and medium businesses that use OLX stores.

We primarily looked for:

• - small and medium business owners;
• - private sector sellers with a large assortment of products for sale;
• - private sector sellers with a small assortment of goods, that were interested in a paid advertisement of goods on OLX;
• - individuals who had started selling online recently.

While creating the advertisement, it was challenging to distinguish such an audience. Therefore, we defined everyone as representatives of businesses of one size or another, and used a single message — “Establish your business on OLX by creating your own store”.

The Solution

First, it is important to understand that business people should be addressed specifically; developing a website and attempting to obtain targeted traffic from a search platform is almost impossible. Therefore, we immediately relied on the following display advertisements:

• - Google Ads
• - Facebook Ads
• - TikTok Ads
• - Viber
• - Telegram

We designed accurate lead forms. It was critical for us to identify the intention of the lead, readiness to purchase ad packages, business size, and experience in online sales. As a result, we applied:

• - form on the landing page;
• - lead forms on Facebook Ads;
• - lead forms on Marquiz;
• - chatbot on Facebook Ads;
• - Telegram/Viber chatbot.

The Results

1. We attracted more than 50,000 entrepreneurs who wanted to set up their online stores on OLX.

2. The costs of attracting potential OLX store owners were reduced by 26%.

3. Campaigns with the chatbot for Telegram and Viber showed particularly good results — the cost of a lead was 15% lower than on other sites.

4. After the implementation of campaign optimization operations, we began to transfer significantly fewer leads to managers, but the quality of the leads improved. If it was 65-70% of all leads before, in October it was approximately 33%. Two-thirds of all attracted leads received an email and independently got acquainted with information about the OLX store. This led to an additional 38% increase in conversions of leads to OLX store owners.

Results: Achieved an almost sixfold increase in website visibility for priority categories.

The Client

BS-partner is one of the largest official dealers of BOSCH and SIEMENS household appliances in Ukraine with over 60 official stores in 20 Ukrainian cities. It also has offline stores located in Estonia and Latvia.

The Challenge

The Netpeak team was faced with the following tasks.

   -Boost targeted organic traffic.

   -Increase the visibility of BS-Partner within non-brand requests.

   -Improve priority categories ranking.

The challenge was quite significant since the niche of household appliances was oversaturated. Its main players included large online stores and marketplaces offering products in multiple categories.

The Solution

1. We conducted technical optimization by:

    -optimizing web pagination;

   -correcting bugs in website language settings;

   -fixing bugs in Sitemap.xml;

   -correctly setting up redirects;

   -creating the correct Robots.txt file;

   -limiting indexation of separate website pages with the help of search robots;

   -determining canonical URL;

   -removing broken links;

   -increasing the speed of downloading websites while also improving the Core Web Vitals indicators. 95.6% of the BS-partner webpages made it to the green zone of the Core Web Vitals indicators for the mobile version, and 99% of the pages achieved the same for the desktop version;

   -changing the structure of headlines on website pages;

   -changing the micro-layout of information on the website;

   -improving image resolution.

2. Our internal development enabled us to conduct daily monitoring of all possible alterations and to promptly respond to them in case of bugs.

3. Content work. In order to enhance efficiency, this kind of work was conducted while taking seasonal categories of key requests into consideration.

4. Increasing the total number of links.

5. After critical bugs were fixed, we prepared the ground for strategy promotion for the next year.

The main KPI outlined for this project:

   -year-on-year growth of organic traffic;

   -rise in profits from organic traffic;

   -increased website visibility for relevant requests;

   -growth of market share taken by the website.

The Results

1. Within priority categories, the website’s visibility demonstrated a nearly sixfold increase from 1.86% to 10.72%.

2. Organic traffic increased by 59% as compared with traffic of the previous year.

3. The share of non-brand organic traffic increased from 71% to 90%:

4. The market share taken by BS-Partner showed a fourfold increase from 0.93% to 3.81%. BS-Partner has become one of the top 10 players on the market.

Results: Revenue from emails increased to 87%, ROMI increased by 500%

The Client

Over the past few decades, charm bracelets of a modern design have been gaining popularity. Pandora, the jewelry brand which made them its hallmark, was founded in 1982. The first Pandora brand store in Kazakhstan was opened in 2015 in Dostyk Plaza mall. Now, there are more than 29 Pandora stores all over the country.

When the client contacted us, their email channel was already quite effective. However, the Pandora.kz team felt that there was still room for improvement. So, they turned to us for our expertise and to obtain an outside perspective.

The Challenge

As the mailing list was already working well, it was challenging to achieve a significant boost in sales. The total revenue ceiling could be no more than 20-25%.

Another challenging aspect was that the customers and subscribers were familiar with the Pandora.kz style in emails. Thus, it was critical to preserve the brand image without making excessive changes to the email design.

Also, from our experience, we could tell that the client expected to see increase in sales across a very short-term period. Hence, we did not have much time for testing. Despite these limitations, the emails had potential for improvement.

Our goals:

   1. Take the existing sales channel to the next level.

   2. Boost sales from email.

The Solution

1. We started by updating email templates. As the design had not been changed for a long time, it became boring to the customers.

2. Then, we conducted analytics. We extended the trigger-based mail list and updated the design of existing ones. Disclaimer – the client had only basic triggers set up. There was a need to change and correct the design.

3. As a consequence, we identified errors in the links used in the emails.

4. After that, the content plan was changed. We diversified news breaks, added new headings, and analyzed what worked and what did not. The existing trigger-based letter design was updated.

5. We changed and refreshed subscription forms.

6. Customers generally don't like it when they are asked to buy something. Previous emails were focused on selling and had similar subject lines. Therefore, we updated the content plan.

7. We realized that the list had few active contacts and low engagement. So, we improved database quality in order to engage users more effectively.

8. Lastly, we used AMP emails, unique promo codes, gamification, and entertaining texts.

The Results

1. Once we updated the trigger-based letter design, revenue from email marketing increased by 25.9%.

2. We reached a point at which triggers made up 80% to 87% of the revenue.

3. Changes in the content plan (gamification, tests, AMPs) made the newsletters more interesting. Manual mailings revenue increased by 24.42%.

4. Eventually, the email channel started making 33.68% of the total revenue.

5. As a result of our strategy, ROMI increased by 500%.

The Client

PUMA is one of the world leaders in sportswear and lifestyle products, focused on clothing, footwear, sports equipment, and perfumes. The company is known for its sponsorship contracts and advertising collaborations.

The Challenge

When we started our cooperation, the company had just entered the Ukrainian market. We had a new site with no historical data on sales online and no optimization.

Nevertheless, we were facing very straightforward tasks:

• SEO – to increase revenue by 50% year-over-year;
• PPC – to increase revenue by 30% year-over-year.

The Solution

Here's what we did for SEO promotion:

1. We made a list of essential tasks for the site's technical optimization and successfully implemented them, including optimizing Core Web Vitals metrics.
2. The textual content was written and placed on all pages based on seasonality and priority analysis – the metadata for categories and product cards was also updated.
3. We started writing and publishing informative articles on the blog according to the content strategy.
4. We prepared and implemented a strategy for building external links. Before that, we analyzed the current client's and competitors' site link volume.
5. For external optimization, we began to place press releases on well-known sites to announce new collections or collaborations.
6. We set up an automatic tool that displayed the site's visibility according to the relevant semantic core and the distribution of market shares in the niche.

What we did to get results from contextual advertising:

1. We switched from Last Click to Data-Driven attribution. So conversion data is used in determining the significance of each interaction.
2. We developed an iterative approach to advertising activities and created a promotional communication schedule:

• A short period before the start date of the promotion itself (preparatory), where we fueled interest in the upcoming promotion;
• The start itself – maximum emphasis on gaining KPIs to reach as many people as possible for a minimum price;
• After the launch (while the promotion is still active) – priority is given to performance indicators – ROAS. 

1. We calculated LTV to establish affordable added value to new customers and used it successfully in Smart Shopping.
2. Successfully tested and used new tools – True View for action with Shopping, Discovery, and others.
3. Moved from tCPA campaigns to tRoas on Google and Facebook.

The Result

SEO promotion

1. The top-ranking position for branded queries was achieved – it used to belong to marketplaces and other online stores.
2. The organic traffic has increased by more than 150%, with revenue growth of 100+% over the year.

Targeting and contextual advertising results:

• We were able to increase revenue by 30% year-over-year.
• CR was Increased by 20% year-over-year.

The Client

OWOX is a Ukrainian company that mainly sells the marketing analytics service OWOX BI. Using this service, companies can automatically receive marketing reports based on raw data, set up end-to-end analytics, evaluate the effectiveness of each marketing channel, and make informed business decisions based on the data.

The Challenge

Netpeak's goal was to help OWOX sell 30 or more tickets to the Analyze conference. 

This task was the result of an oversight: the team in charge of pre-advertising did not sell out the tickets, and OWOX ran the risk of losing profit from the event.

We got involved at the last minute — just four days before the conference started!

The Solution

It takes at least a week to launch ad campaigns in Google Ads. As we didn't have this amount of time, we decided to advertise only on Facebook. 

First, we ensured that Pixel Facebook events and goals were correctly set up in analytics. Although we were short on time, this is a fundamental step for accurate tracking and optimization of Facebook ads.

Next, we worked out the structure of the advertising account. We also chose the tools for promotion:

• a campaign focused on attracting traffic;
• a campaign optimized for conversions (in this case, registrations);
• a remarketing campaign.

The daily budgets were set to a minimum. We understood that the traffic campaign would not yield high conversion during registration, but we needed this campaign to bring potential customers to the site. Most importantly, it is one of the primary sources for remarketing audiences.

The Results

In less than a week of running the advertising campaign, we managed to sell 51 tickets to the conference.

The Client

These days, advertisers are competing for the time and attention of consumers. To introduce new products to the market, an effective branding strategy is crucial. Here, we used video ads to promote the new line of Yves Rocher cosmetics.

The Challenge

While promoting a new line of cosmetics, we engaged with the audience in the first stage of the sales funnel — “awareness”. We found video advertising to be the best solution for this stage.

We chose Google Ads as the main promotion tool (about 70% of the allocated budget). As video campaigns were expected to perform the branding function, 65% of the media budget was allocated to videos and only 35% to banner advertising. In order to maximize our audience reach, we targeted women aged 25-45 and excluded irrelevant topics and sites.

We also worked with a brand-loyal audience — campaigns were created for the following remarketing lists:

• users who made a purchase;
• users who added products to the shopping cart;
• users who watched the client's video on YouTube or visited the channel;
• smart lists provided by Google Analytics.

The Solution

We used the following formats:

TrueView In-Display (video can be played either in the ad section or on the YouTube view page once the user has clicked on the ad);
TrueView In-Stream (ad appears before or after the video, the user can skip the ad in 5 seconds).
The audience retention chart shows the average percentage of video views depending on the video format.

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The Client

It was January when we were approached with the non-wintery matter of Victoria's Secret swimwear, lingerie, and accessories sale. Before contacting the agency, the client had been independently running context ads and driving sales. Still, due to incorrect Google Analytics counter settings, the natural source of the transactions was undetectable.

The Challenge
We set up the following main goal — reduce the advertising budget by 30% while retaining the existing number of transactions.

The Solution

We correctly configured the tracking of the channels which were driving traffic to the site. We also worked on the optimization of semantics selection, negative keywords, and account and ad structure optimization, and examined the optimal placement strategies. At the time, the monthly costs of the ads were up to $2,448.5, and the website’s monthly revenue was approximately $21,495.87. After the first month of our campaign, ads expenses decreased by 13.5% to $2,117.5, and the website revenue soared 57.5% to $35,510.75.

Still, it is worth keeping in mind that the seasonal factor played a significant role. According to Google Trends, interest in swimwear starts to increase in January. This seasonal fluctuation made our task easier because it increased our chances of getting more transactions. At the same time, it made our work more complicated, since we were also aiming to reduce the costs of the advertising campaign.

The results were obvious! The majority of transactions were related to brand queries. Therefore, we added more variations to «Victoria's Secret» related phrases. We also improved the visibility of the site in special placement with regard to the keywords. The second-best result in efficiency was shown by remarketing campaigns and search campaigns with general queries on swimsuits. While remarketing, we used text ads and banners with beautiful models, reaching a CTR of 1.26%.

Last but not least, Google Display Network provided us with interesting findings. We singled out two groups of people:

• young women interested in recreation, beauty, and fashion;
• wealthy men interested in gifts for women.

The Results

As a result, the campaign covered 95% of young women and 5% of men. Only women made transactions, and no purchases were made by men. The “outsider” lingerie campaigns were disabled, and their budget was forwarded to the dynamic ad campaigns on swimwear. The large list of more than 200 negative keywords significantly contributed to the cost efficiency.