The Vodafone company addressed to Promodo to help them improve the revenue from paid Google traffic and maintain the ROAS performance indicator on the medium level. For the period of collaboration, they managed to boost traffic to the website by 360% and increase the revenue by 360%.

After an audit of the Vodafone paid ad campaigns, Promodo highlighted the two key goals:
Tell customers about the possibility to buy products in the Vodafone online and brick-and-mortar stores;
Boost revenue from the paid channel.

The Promodo team decided to begin with improving the list of keywords in the Google Ads campaigns. Earlier, the company used only queries, related to the online store, such as ‘vodafone shop,’ ‘stores Vodafone’ and so on.

To get a wider audience reach. Promodo experts added non-commercial branded keywords both in English and Russian. To exclude the customers who look for telecommunication services, thematic queries and tariff package names were included in the negative keywords list.

These solutions quadrupled branded traffic and doubled conversions for branded ad campaigns.
To gain more sales, the team added Smart Shopping campaigns to the existing ones as the most efficient solutions in the digital marketing market.
To start, Vodafone ran an ad campaign with the product segmentation by categories with the medium and high order value. Unfortunately, it didn’t produce the expected results due to the high cost-per-click and conversion cost.

Since Google Smart Shopping campaigns provide automatic settings and focus on ensuring the maximum value of each transaction, Promodo experts formed a product feed with the entire product range of the store. This allowed optimizing the cost of each purchase.

The ROAS performance indicator raised by 423% since the Smart Shopping campaign was launched. The revenue grew by 391.5%.

Promodo keeps working on increasing brand awareness of the Vodafone stores with display and Smart GDN campaigns. They also continue to optimize the feed for Smart Shopping campaigns, improving the product descriptions.

You can find more insights in the Vodafone case study at https://www.promodo.com/