How to Launch PPC Campaigns Without Competing with Your Own Dealers and Partners

Client

Manufacturer of professional equipment and tools for construction and renovation.

Our Objectives:

• Maximize the number of impressions for each product category.
• Maintain the first position in terms of received impressions (according to Auction Insights reports) for Search and Shopping campaigns.
• Increase traffic volume while keeping the average CPC below 5 UAH.

Project Timeline

This case study reflects the results of 7 months of work: from August 1, 2023, to February 29, 2024.

Project Specifics

The project presented several unique PPC challenges due to the client’s business model. As a product manufacturer, the client utilizes multiple distribution channels:

• Direct sales through their own online store.
• Sales through marketplaces (Rozetka, Epicentr).
• Dealer network.
• Partnership agreements.

The optimal approach in this scenario was to focus on brand awareness and brand promotion rather than increasing sales through their own online store. This approach helps to avoid competition with the client’s own dealers while simultaneously stimulating sales in the dealer network.

Advertising Account Structure and Setup Approach

To achieve the client’s goals, we set up 21 advertising campaigns across 7 categories, with three campaigns for each product category:

• Search campaign;
• Shopping campaign;
• Display Remarketing campaign.

We chose not to use Performance Max campaigns due to the limited manual management options available in this campaign type.

Results of the Last Full Period (February 1, 2024 - February 29, 2024) Compared to the Initial Period (August 1, 2023 - August 31, 2023)

• 203% increase in the number of clicks.
• 54% increase in the number of impressions.
• 35% growth in share of received impressions.
• 9% reduction in average CPC.

Our team ensured the first position for the domain in Auction Insights throughout the entire period for both Search and Shopping campaigns. To prevent significant fluctuations in the performance of individual product categories, we consolidated campaigns into a shared budget and used portfolio bidding strategies.

Additional Impact of Campaigns Focused on Reach Metrics The increased visibility of the campaigns also led to a 48% increase in branded search queries (from 520 in August to 1,000 in February).

Conclusions

1. An unconsidered PPC launch for a manufacturer with a dealer network can have negative consequences: it may increase the cost per conversion for all auction participants, reduce product profitability for dealers, and thereby decrease the number of interested partners.
2. Segregating the goals of PPC campaigns based on the roles of Manufacturer/Seller helps avoid unproductive competition, and in the long term, it benefits the Manufacturer. A decrease in direct sales from their website is offset by orders from the dealer network.
3. Despite the overall trend towards using auto-strategies and AI for campaign optimization, manual management should not be entirely abandoned. Manual bidding strategies may still be justified for addressing specific tasks, even in 2024.

Project Team

• Project Manager: Alexandra Nesina
• PPC Specialist: Alexander Shilin
• Head of PPC Department: Galina Liman