The number of people who use a mobile phone or tablet to surf the Internet is constantly growing, so it makes sense to target them in campaigns. Nevertheless, you shouldn’t forget about users who prefer using desktop. In this case study we show how to effectively combine both target groups to achieve the best possible results through retargeting.
MKLůžkoviny.cz is a family-owned company that has been on the Czech market for six years. Its product range focuses primarily on bed linen, pillows, duvets and towels. Its growth and market position are the result of hard work and the courage to discover and try new things, both with the products that it sells and with those that it tests itself before sharing them with customers, and with its marketing strategy.
Sklik has been a stable component of MKLůžkoviny.cz’s marketing strategy for a number of years, allowing it to take full advantage of the possibilities offered by the search and content network. As it is an e-shop, an important component of its strategy is retargeting, that is, targeting people who have already visited a specific website or shown interest in specific products.
The client decided to focus its retargeting campaigns on desktop and mobile devices or tablets. The data originates from campaigns run in January and February 2023 that utilised banners, as well as identical campaigns based on combined advertising. In these campaigns the client used predefined retargeting lists of users who had visited certain categories of websites in the last few days, while excluding those who had made purchases on the website in the previous two weeks.
We mostly use Sklik as an acquisition channel as it has an excellent reach of users on the Czech Internet, and for us it is indispensable for this type of targeting. The retargeting campaign at the beginning of the year showed us that, while a large group of users find out about us through their mobile devices, they then find it more convenient to place orders on the desktop.
In order to maximise results, retargeting campaigns were divided and targeted at desktop and mobile devices thanks to the possibilities offered by multipliers, which can be found in the settings of every device. Users on various devices have diverse behaviour patterns. Division therefore allows the better optimisation of campaigns.
OUR TIP: We sometimes observe that clients deliberately put their mobile devices on silent mode. However, we know from our data that the proportion of users who use their mobile to surf the Internet is constantly growing. The reduction, or even exclusion, of mobile targeting therefore deprives them of the chance to reach a large number of potential customers. If any device does not show the desired results, it is better to divide your campaigns and optimise each campaign separately.
Mobile devices led to a 400% increase in users of the MKLůžkoviny.cz website compared to desktop, and overall, the CTR was also favourable to mobile phones and tablets. The CPC on mobile devices was more than 50% cheaper than on desktop, so we can see that mobile devices and tablets can direct cheap traffic to the advertiser’s website. On the other hand, the conversion ratio and overall PNO were worse.
When we look at the conversion ratio, for banners it is approx. 3.31% on Desktop and 0.9% on mobile devices and tablets. In the campaign with combined ads the conversion ratio on Desktop was 1.77%, and 0.65% on mobile devices. It can be seen that users do not click through on desktop as often, but when they do, they buy more often.
In general, we perceive retargeting as more performance-based type of targeting, so you may wonder whether to continue targeting to mobile devices and tablets. More detailed data showed that up to 43% of users first click through advertising on their mobile device and then make the purchase on desktop. Therefore, it doesn’t make sense to discontinue advertising on mobile devices, which direct users to the client’s website. All you then need to do is remind them about a product they’ve previously showed interest in. the most suitable solution is therefore to combine targeting to mobile devices and desktop.
On behalf of Sklik: Tereza Brožová
As a tool for maximising advertising reach, the content network is an effective way of both acquiring new users and re-engaging existing site visitors. Retargeting campaigns effectively bring users back and deliver the desired performance. However, the end of third party cookies, expected in early 2025, will reduce the reach of retargeting. Sklik offers an alternative – targeting your own customer lists. Let’s take a look at how it worked for one ouf our clients Notino.
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 …
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