Visibility is fundamental to the success of any e-shop. Our client decoDoma understands this, too. That’s why we worked together to significantly improve the visibility of its products on Zboží.cz in a relatively short period of time. We have documented the process in a case study for you.
| About the client: The decoDoma e-shop has been operating since 2012, offering customers unusual products and ideas for creating a cosier home. The company also aims to make shopping as convenient as possible for people of all ages. The e-shop’s most popular products are stretch covers for renovating sofas and armchairs. |
Every business wants to be visible to customers at the exact moment they want to shop. That’s why, at the beginning of this year, we collaborated with our client decoDoma to develop a strategy to optimise the performance of their e-shop on Zboží.cz. The company has presented its offers on this price comparison site since October 2012, and we have since launched a range of improvements on Zboží.cz, opening up the possibility of expanded cooperation for advertisers.
Based on our analysis, we decided to take advantage of all the new features that would increase our visibility and thus boost our sales.
We identified areas where decoDoma’s performance could be improved. As the client has been building its brand through other marketing channels for a long time, we wanted to increase the visibility of the decoDoma brand on the Zboží.cz price comparison website.
Another goal was to improve the searchability of Zboží ads to achieve more conversion-oriented display positions on Zboží.cz. What specific adjustments did we make to improve searchability?
The first step was to establish the client’s brand on Zboží.cz. This now allows offers to be filtered by category using a manufacturer filter. By registering as a brand on Zboží.cz, the client has entered into a vendor partnership with us. Open administration allows vendors to manage their entire offer directly, enabling specialists to add or regularly edit the descriptions, parameters, categories, identifiers or image galleries of their products themselves.
You can find out more about how to set up your own brand in our help section.
We then created a manufacturer description for the brand, using the space to present information about it and describe the advantages of the products offered by the online shop. We also added links to product categories, image presentations and other important information.
To improve the searchability of advertised products, we added appropriate keywords to the PRODUCT and DESCRIPTION tags. These tags are crucial for achieving high relevance in full-text searches. Frequent display increases the likelihood of purchase, and the high-quality information in the descriptions also supports the credibility of the goods presented.
We modified the CATEGORYTEXT tag in line with the Zboží.cz category tree. This has enabled us to increase the number of views in cases where customers have narrowed their search to a specific category. Correct categorisation is also essential for displaying ads in advantageous positions on Zboží, whether on Zboží.cz or in the Seznam.cz search results.
In order to increase the number of views, it is essential to fill in the XML feed in detail, including optional tags. Specifically, the PARAM element together with the CATEGORYTEXT parameter is crucial for both searching with filters on the Zboží.cz comparison site and for keyword relevance in full-text searches on Seznam.cz. These parameters primarily direct the searcher to offers marked with the search parameters in the XML feed.
Product ads play a significant role in the performance of Zboží.cz campaigns and are an integral part of them. Having fine-tuned them, we can now show them to customers in the best possible positions in search results. This is where Auctions come in.
The client opted to manage their Zboží campaigns in the Sklik interface because it offers a clear and easy-to-use overview of all advertising settings. They opted for a more detailed breakdown into multiple campaigns in the administration, both for recommended positions in product cards on Zboží.cz and for Zboží ads.
Optimising our campaigns on Zboží.cz significantly increased our views and clicks, as well as our orders and overall turnover. Thanks to detailed CPC settings at the level of individual ad placements, we achieved improved positions where appropriate. By establishing vendor cooperation and product cards, we strengthened the brand’s credibility and the credibility of our offer. This enabled us to meet our objectives and promote our core product range in line with the company’s long-term strategy.
Clients can launch or pause campaigns created in the Sklik interface at any time, and manage their investment by setting a separate daily budget for each campaign. Clear statistics are available in the Sklik interface to help with the detailed evaluation and optimisation of the selected strategy for structured campaigns.
Combining all these settings with an increase in the auction for searches optimised for individual sources and devices has produced results that we and the client are happy with.
To ensure that your Zboží.cz e-shop is always easy to find, make sure that you never run out of credit in your Wallet account. Alternatively, set up automatic top-ups for a specific amount to ensure your campaigns run without interruption.
Both us and the client were pleasantly surprised by the comparison of the second quarter of this year with 2023. Thanks to the steps we took together, we achieved a 57% increase in offer views and a 41% increase in clicks to the e-shop.
Thanks to our collaboration, decoDoma is presented on Zboží.cz alongside other marketing channels that focus on brand promotion. This makes it easy for potential customers to identify and filter its products. Additionally, we have improved the relevance of the full-text search on Zboží.cz and in Zboží ads.
In my opinion, it was important to achieve the best possible display positions and to provide a thorough presentation of the added value that the client offers its customers. In today’s world, a seller’s credibility is becoming increasingly important to potential customers. The vendor description provides the client with ample opportunity to present their company, thereby establishing their position as a love brand.
Our attention to detail when filling out the XML feed, including the recommended tags rather than just the mandatory ones, also paid off. Setting up an adequate auction also helped to improve the display positions in search queries.
Here at decoDoma, we have successfully combined brand presentation with the searchability of individual offers. The results speak for themselves, and we are very happy with them.
On behalf of the Zboží.cz team, Iva Gnolová
What happens when a branded format is incorporated into a performance campaign and outperforms traditional banners? The Czech brand Yoggies decided to try Interscroller in Sklik to see if a small investment could deliver real results. The results spoke for themselves.
Are you an e-shop that advertises on Seznam? If you want to maximize your orders, you’re definitely using Zboží.cz and Sklik, including Shopping ads. What would you say if you could set up, manage, and evaluate all your product advertising on Seznam from a single interface? That’s the goal of the project we call Seznam …
You probably already know that, due to an amendment to the Electronic Communications Act, now you need to obtain user consent before running tracking codes. Let’s take a look at exactly what’s changing and – more importantly – how we can work together to accommodate the changes to comply with the law while minimizing the …
