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  • #DietaPirata #Ads #Shopping

    Dieta Pirata’s Voyage to Success in Catering

    About Client:

    Dieta Pirata is a young catering company that has been focused on dynamic growth and gaining customer trust since its inception. Dieta Pirata stands out with its good pricing, high-quality products, and direct meal production. Operating in the highly competitive Polish market, the company had to build brand awareness, secure its market position, and overcome constraints related to Google’s rules.

    Challenge:

    As a new catering company in a highly competitive market, Dieta Pirata faced the challenge of quickly increasing brand recognition and gaining customer trust. Additionally, the company had to overcome difficulties arising from a lack of recognition, a blocked Google Merchant Center account, and limited resources for producing advertising materials.

    From November 2023 to January 2024, we implemented a series of changes that significantly improved the results.

    We are most proud of:

    • Increase in purchase conversions by 149.45% while simultaneously reducing the cost per conversion by 57.54% from November 2023 to January 2024 compared to the previous three months.
    • Increase in purchase conversion value by 158.01% in the same period, contributing to the dynamic growth in revenues and the company’s investment capabilities.
    • Increase in ROAS by 143.61%, indicating significantly higher revenues from November 2023 to January 2024 with a slight increase in costs, demonstrating the effectiveness of the campaigns.

    Dynamic Sales Growth with Increasing ROAS

    Significant Sales Surge with a Simultaneous Radical Reduction in Conversion Costs

    Significant Increase in Brand Recognition

    Our Actions:

    We began our efforts with an analysis and audit of the account. The first thing we noticed was the inefficient division of search network campaigns in relation to the budget. Campaigns were divided very specifically by regions of Poland. With such high competition, the set budgets (around 30 PLN daily per campaign) could not ensure ads were displayed throughout the day, and this prevented bringing users to the site during peak hours.

    Another aspect was the lack of exclusions for phrases related to competitors. The brand recognition of Dieta Pirata was very low, and most user queries were for competitor names. In this case, excluding all competitor brands allowed ads to be shown for generic queries. This targeted users who were not looking for a specific brand and were more likely to place an order with a less known producer.

    Additionally, we adjusted the ad account structure to fit the budget by creating a general campaign divided into the largest cities with links to dedicated landing pages. To optimize costs and effectiveness, we restructured the branding campaign by splitting it into exact match and phrase match campaigns, allowing for better budget and keyword management.

    In analyzing the competition, we noticed that only a small portion promoted their services through shopping. Why?

    • Product files automatically pulled using various plugins retrieved links to products in the cart (which the system rejects and blocks GMC due to promoting services).
    • They rely solely on a “caterings” system and do not have websites where they can create dedicated landing pages for specific products (diets), as required by Google rules.
    • Companies lack the knowledge to optimize product files for compliance with the rules.

    The Google Merchant Center account for Dieta Pirata was blocked due to attempting to promote services. Seeking a quick solution, we developed and implemented a new product file compliant with Google requirements and posted it on CSS data.rocks. This action helped break through the immense competition and allowed us to secure a high place in the auction.

    Following our recommendation, the client introduced monthly promotions, which stabilized the data and enabled long-term activity analysis. Regular promotional communication supported campaigns during periods of intense change, and systematic analysis of trends and activities using tools like Market Explorer and scripts like PMax Charts helped us adjust strategy for seasonality and optimize campaigns.

    In addition to the above changes, to gain more data, we supplemented campaigns with micro-conversions, added reach activities, optimized ad content according to best practices, and indicated opportunities for website optimization to the client.

    The frequency of contact with the client also proved crucial in building a strategy for the Dieta Pirata brand, and the trust shown by the client resulted in a dynamic sales increase.

    Effect:

    We successfully achieved all set goals while building lasting and partner-like relationships with the client. Through our commitment and professional approach, the actions taken significantly contributed to quickly gaining the trust of new customers. Our experience and flexible approach effectively distinguished us from the competition, allowing us to become a key player in the market.

    Visible increases in brand recognition are clear evidence of achieving success. Thanks to this, the Dieta Pirata brand not only gained greater visibility but also significantly improved its positions in consumer awareness. This achievement marks a strong start for the new business, opening up broad prospects for the future and the possibility of further growth and strengthening market position.

    Do you also want to achieve such great results? We will help You.

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