Biokarpet – Black Friday
Revenue Growth
Increase in Transactions
Boost in Conversion Rate
Profit Growth
The Case
Biokarpet.gr, the e-commerce arm of Biokarpet S.A., sought to redefine profitability during Black Friday 2023 in a highly competitive market for premium rugs. The objectives were ambitious: achieve revenue growth of +15%, a 20% increase in transactions, a 50% rise in conversion rates, and a 7% boost in profits while maintaining cost efficiency.
However, the challenges were equally formidable:
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.
Challenge
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.
Approach
Wizard implemented a multifaceted strategy centered on cutting-edge tools and precise targeting techniques:
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.
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.
Price Competitiveness Analysis
- Used Google Merchant Center reports to benchmark pricing, maintaining a strategic ratio: 20% below, 70% at, and 10% above benchmark prices.
Enhanced Conversion Tracking
- Deployed Enhanced Conversion and Consent Mode to ensure accurate data collection and tracking amidst shifting regulations.
Performance Max Campaigns
- Designed POAS-specific Performance Max campaigns exclusively for shopping ads, targeting products with +25% profit margins.
Premium CSS Partnership
- Leveraged CSS to reduce advertising costs and reach a broader audience efficiently.
Results
With the same investment, we achieved dramatically better results:
- +21.07% YoY revenue growth
- +30.86% YoY transaction growth
- +105.41% conversion rate increase
- +25% net profit growth
Biokarpet proved that with a strategy focused on maximizing the value of every euro, success was the only outcome.
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 powerhouse.
