The challenge
Qumax Brands, the powerhouse behind well-known names like Onyx and DreamLab, reached out to us with a significant challenge. They had been spending over €30.000 per month on advertising, yet the results were falling short of expectations. Despite their aggressive investment, their campaigns were struggling to meet efficiency targets, and their Total Advertising Cost of Sale (TACOS) stood at 7,7%.
For a company with Qumax Brands' ambitions, this was a challenge. Their marketing efforts were intended to drive consistent sales growth, but the TACOS indicated potential. It was clear that while revenue was being generated, the efficiency of their ad spend wasn’t optimized.
Their internal teams had already made significant efforts to adjust their campaigns, but the desired results remained elusive. The complexity of their product portfolio, combined with the highly competitive nature of marketplaces like Bol, created additional challenges. Although their products were consistently selling, Qumax Brands felt they weren’t fully capitalizing on their marketing budget.
This led them to seek outside help, and they turned to us. Qumax Brands believed that our data-centric, hands-on approach could offer the fresh insights needed to optimize their TACOS, improve overall ad efficiency, and extract greater value from their advertising investment.
The mission was clear: reduce their TACOS, optimize their ad spend, and find ways to enhance profitability across both brands. Given the size of the budget and the reputation of the brands involved, we had to act swiftly and strategically to deliver results.
Our Approach
The journey to improving Qumax Brands’ advertising efficiency began with a comprehensive audit of their existing campaign strategies and product title configurations. Our goal was clear: amplify campaign efficiency while driving a healthier TACOS. Here's how we approached it:
Strategy and planning
Leveraging our expertise and the Bollify Tool, we developed a tailored campaign management strategy. The first step involved in-depth keyword research, aiming to enhance organic visibility while optimizing their ad performance.
We began by assessing the effectiveness of their current keyword selection and product listings. By identifying high-impact keywords, we found opportunities to optimize their product titles and descriptions to increase their visibility on Bol. This allowed us to improve the alignment between Qumax’s listings and the search behavior of potential customers.
Execution
With a clear strategy in place, our first move was to filter out inefficient keywords from Qumax’s existing campaigns. This crucial step ensured that their ad spend was only being directed toward relevant, high-performing terms. After eliminating the wasteful keywords, we dove deep into keyword analysis for each product, using the Bollify tool to unlock organic visibility opportunities.
Here’s a breakdown of our keyword research process for each product:
- Understanding the product/niche: We started by gaining a full understanding of each product's niche and customer base.
- Comprehensive analysis: We conducted research to find the exact keywords customers were using to search for these products on Bol.com.
- Key data points: Our research focused on three critical factors—total search volume, number of competitors, and number of advertisers targeting the same keyword.
- Relevance check: If the product wasn't showing up for relevant keywords, we double-checked the relevance of those terms, ensuring they aligned with search volume and competitor data.
- Title optimization: If necessary, we recommended changes to product titles based on this analysis.
- Efficient campaign targeting: Relevant keywords, especially those with low competition, were added to the campaigns to boost ad performance while keeping costs down.
Continuous Optimization
In the dynamic world of e-commerce, constant optimization is key. We established a feedback loop with Qumax, using real-time data to make agile adjustments. This allowed us to further refine campaign management and SEO efforts as the market evolved, ensuring sustained improvements over time.
The Results
Our collaborative efforts led to impressive outcomes:
- Enhanced Campaign Efficiency: By eliminating inefficient keywords and honing in on high-performing ones, we maximized Qumax’s ROI while maintaining visibility.
- Healthier TACOS: Through the optimization of campaigns, Qumax's TACOS improved significantly, dropping from 7.7% to 5.1%, all while maintaining the same level of sales.
- Boosted Organic Visibility: Our meticulous keyword optimization efforts led to higher rankings in Bol.com search results, which contributed to greater organic reach and improved customer engagement.
Reflecting on our partnership
Working with Qumax Brands has been a rewarding experience for both teams. Their willingness to embrace innovative strategies and their collaborative approach were crucial in achieving these significant results. Together, we’ve learned and grown, paving the way for future success.
