ESSKA.de - Smart shopping campaigns with “open budget”

For over 35 years, Esska has been one of the best addresses for industrial and industrial technology in all of Europe. By the beginning of the year, the online shop in the Google Shopping area was managed with a monthly budget of 10,000€. As a result of the switch to Smart Shopping Ads, we quickly reached our limits: CSR was low, sales were high and the budget was soon too tight. In the long term, an open budget should be established with the requirement to keep the CSR below 30% in order to ultimately fully exploit the customer's potential.

Strategy and implementation

In Google Shopping, the daily budget was gradually increased up to a limit of €30,000 per month. The special thing was the control purely via smart shopping ads — i.e. without manual bidding. The smart shopping campaign went live back in November 2018 and quickly achieved very positive results within the €10,000 budget limits, meaning that a budget increase to €15,000 took place as early as February. This level was maintained up to and including May. Since June, the budget has been gradually increased to around €30,000 in investment, during which time the campaign has been managed by raising and lowering TROAS.

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Result*

+220%

impressions

+140%

clicks

+205%

sales

+240%

turnover

*Overall view from February to August 2019:

With an additional investment of 160% and 25% better KUV.