Optimisation of search campaigns ensures increased conversions, even when e-commerce falls

5. September 2023 In cooperation with:  

About the client

Notino is the largest perfume and cosmetics e-shop in Europe, and has been on the Czech market since 2004. Since then, the company has gradually become one of the strongest online players in the beauty sector in Europe. Notino is currently active on 27 European markets. It is an authorised partner of the biggest beauty brands in the world, such as DIOR, Lancôme, Gucci, Yves Saint Laurent, Jean Paul Gaultier, Chloé, Estée Lauder and many more. Its portfolio includes 100,000 products from more than 2,500 brands. In 2021 Notino’s annual turnover reached 18 billion crowns.

Did you know that on average, Notino sells more than 3 products every second?

Goal? To reach more relevant customers

The company wants to continue growing in Czechia and use the strength of its brand to meet the needs of potential customers. This can also be achieved by offering people online relevant products that they need at a given moment so that they actively seek them out on the Internet. One of the tools for achieving this is search campaigns on Seznam. Sklik’s TOP positions increase the number of orders placed by customers in the e-shop.

At Notino, we consider search-based PPC campaigns to be one of our most important channels, so we’re glad that in the Czech Republic we can also rely on Seznam’s search, where a significant number of customers can be found every day.

For this reason, the goal for the first quarter of 2021 was to increase the quality of search campaigns as much as possible and profit from this comprehensive optimisation. What subsidiary goals did we set with Notino?

Goal of the optimisation of search campaigns
  • Expand the company’s reach in search on Seznam.cz
  • Increase the number of relevant clicks and thus increase the click-through rate (CTR)
  • Reduce the average cost per click (CPC)
  • Increase the number of conversions
  • Reduce the price per conversion
  • Maintain or reduce the cost of sales (COS)

The optimisation of ad groups improved performance

We took several steps to increase the competitiveness of adverts:

  • Revision of sitelinks and labels, which added a minimum four relevant sitelinks and four labels for every campaign.
  • Revision of ad groups, where ranked lower than 6 or were highly unprofitable ad groups were deactivated. We then created new ad groups with a new advert. We adjusted the maximum CPV according to the current market situation.
  • Revision of text ads, which added new ads containing a keyword in both the title and the text, and a visible URL.
  • Revision of keywords within a single group, in particular their number, correspondence and variety within a single group. Adverts were created with as detailed a structure as possible – one group and two test groups were created for each keyword. We see this modification as fundamental for the relevance and success of adverts.
  • Creation of new ad groups according to a report on search queries. Profitable search queries that did not yet have a customised advert were created as standalone groups.
  • Addition of negative keywords based on search queries in groups with a high number of displays and a low CTR.
  • Revision of duplicate keywords, where we deactivated duplicate keywords, or even groups.
  • During the whole of 2022 we focused on price optimisation and the addition of new campaigns in order to maximise the reach of active demand.

What results did we achieve?

We excluded brand queries and product adverts from the results of the optimisation, so the data therefore concerns only search campaigns for Notino’s range of goods.

Impressions+ 3,66 %
Number of click-throughs+ 21,82 %
CTR+ 16,19 %
Average CPC– 13,38 %
Number of conversions+ 5,71 %
Comparison of 2021 vs. 2022

We currently view increasing the quality of search campaigns at the end of 2021 as an important step that prepared our search campaigns for the subsequent difficult period in e-commerce. We increased the year-on-year number of conversions and turnover – even in comparison with the year during which Covid measures were in force and users were primarily buying online.

It should also be noted that text advertising in search on Seznam shares displays with adverts on Zboží. Despite this, Notino recorded growth in text advertising thanks to the appropriate optimisation of search campaigns.

On behalf of Sklik: Monika Havelková