Campanie
General Information:
Strategic approach:
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Manuka Shop is the official importer and authorized distributor of Manuka Health™ products in Romania, offering authentic Manuka honey from New Zealand, renowned for its antibacterial properties and health benefits, ensuring the highest quality and authenticity and helping customers improve their immune system and overall well-being. The collaboration between Manuka Shop and our agency began in a context where, shortly after the website launch, PPC campaigns were initially managed by the client’s internal team, delivering satisfactory results at first. However, approximately two months after launching the campaigns, sales began to decline unexpectedly. As a result, the client decided to seek the expertise of a specialized agency, and after a series of discussions, we officially began working together. The biggest challenge came from the unique nature of the client’s industry. Unlike typical e-commerce businesses, where Shopping and Performance Max campaigns drive the best results, Manuka Shop defied expectations—search campaigns outperformed all others. This unexpected outcome required a strategic pivot. To stay aligned with our objectives, we shifted focus to highly targeted search campaigns, ensuring maximum performance and stronger conversion rates. To achieve this, we focused on increasing website traffic, optimizing for conversions, and building brand awareness through targeted campaigns. 1. Increase Website Traffic – Attract potential customers and guide them toward discovering Manuka honey products. Generate Sales – Optimize campaigns for conversions using precise tracking to maximize purchases. 2. Build Brand Awareness – Leverage Search, Display, and YouTube ads to educate consumers on the unique benefits of Manuka honey and establish a strong brand presence. At the business level, the objectives set at the beginning of the collaboration were: 1. The overall increase in the number of orders, along with a gradual rise in customer lifetime value, was driven by the purchase of complementary products (such as Manuka honey and propolis products, cosmetics and hygiene products with Manuka honey, and Manuka honey-based sweets). 2. Educating the audience about the product’s properties, with the ultimate goal of enhancing brand authority as an authorized supplier of original, manufacturer-certified Manuka honey. To drive higher sales volume, we leveraged search campaigns designed to capture both informational and transactional intent. By targeting queries like “best Manuka honey,” “Manuka honey benefits,” and “truth about Manuka honey,” we ensured the brand remained visible at every stage of the customer journey. In key moments, we prioritized visibility over strict KPI optimization, maintaining an absolute top-of-page rate above 90% in Google Search Ads to secure dominance in search results and maximize impact. |
Execution:
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