Biokarpet
YoY revenue growth
YoY transaction growth
Conversion Rate Increase
Net profit growth
Campaign Highlights
- Google Ads ROAS: Achieved an average of 1,722.55% (+288.55% YoY).
- Performance Max Only Shopping: Delivered a staggering 1,597.92% ROAS, leveraging profit-focused bidding strategies.
- META Campaigns: Targeted custom audiences synced with CDP, achieving a remarkable 15.81 ROAS.
By utilizing cutting-edge automation, real-time data insights, and precision-targeted campaigns, Wizard transformed Biokarpet’s Black Friday strategy into a profitability power house.
The Case
Background: BIOKARPET is a leading manufacturer of carpets, rugs and flooring solutions, offering high-quality products for homes and businesses.
Its mission is to enhance living and working spaces with elegant, long-lasting floor coverings. The e-commerce arm of Biokarpet S.A in Greece, sought to redefine profitability during Black Friday 2023 in a highly competitive market for premium rugs.
Challenges Faced
Objectives:
The objectives were ambitious:
- a 7% boost in profits while maintaining cost efficiency.
- Achieve revenue growth of +15%
- A 20% increase in transactions
- A 50% rise in conversion rates
Challenges:
To achieve these goals, Wizard had to develop a strategy that balanced profitability and performance. Real-time data analysis, innovative campaign designs and advanced automation were critical to navigate the challenges of seasonal demand surges.
The challenges in more detail:
- Technical Implementation: Deploying advanced Profit on Ad Spend (POAS) strategies while maintaining liquidity.
- Competitive Pressure: Facing established competitors required real-time benchmarking and strategic price adjustments.
- Data Accuracy: Transitioning from GUA to GA4 made real-time analysis and tracking imperative.
The Strategy/Execution
Wizard implemented a multifaceted strategy centered on cutting-edge tools and precise targeting techniques:
A. POAS Marketing Software
- Integrated all cost components, including shipping, packaging, fixed costs, and cost of goods sold, to calculate net profitability.
- Transitioned from ROAS to POAS-focused bidding, ensuring profitability as the primary metric.
B. Real-Time Optimization with Google Ads Scripts
- Automated segmentation into performance-based categories (well-performing, underperforming, etc.) using custom labels and Google Apps Scripts.
- Updated supplemental feeds daily in Merchant Center to prioritize high-margin products.
C. Price Competitiveness Analysis
- Used Google Merchant Center reports to benchmark pricing, maintaining a strategic ratio: 20% below, 70% at, and 10% above benchmark prices.
D. Enhanced Conversion Tracking
- Deployed Enhanced Conversion and Consent Mode to ensure accurate data collection and tracking amidst shifting regulations.
E. Performance Max Campaigns
- Designed POAS-specific Performance Max campaigns exclusively for shopping ads, targeting products with +25% profit margins.
F. Premium CSS Partnership
- Leveraged CSS to reduce advertising costs and reach a broader audience efficiently.
Ready to achieve record-breaking results? Get in touch with the Wizard’s expert team!
