How to enter a new market using PPC advertising | Case Study

How to enter a new market? This is the question lots of retailers who successfully promoted their products within certain regions frequently ask. Marketers tend to believe that display advertising is the easiest way to market a product when entering a new market. In this article, we share the case of an international player and prove that PPC is an effective tool that can increase transactions and maintain positive ROMI.

Client

Decathlon is a manufacturer and a large network of sporting goods stores worldwide. The brand comprises of 1,600 stores in more than 60 countries. 

Philosophy of the company: to make sports accessible to everyone.

Challenge

  • to bring the brand to the Ukrainian market;
  • ensure a constant increase in transactions on the website, maintaining positive ROMI.

These days western retailers are actively entering the Ukrainian market. Decathlon first announced the opening of their first stores in the spring of 2019. In Ukraine, they started to develop two business areas at once: 

Got tired of low conversions?

Our certificated experts know how to optimise your Google AdWords campaigns so that conversions increase by 35%

By clicking this button you agree to our terms & conditions

  • Retail: the brand is present online and has their offline stores open globally
  • Production: The production of Soccer (Football) goalkeeper gloves, cross-country skis, hockey sticks and the upper part of hiking boots had been launched and continues to grow today. These items are supplied to Decathlon stores worldwide, including Decathlon Ukraine

Our team was responsible for the development and implementation of the PPC strategy of the Decathlon online store.

Getting started

We researched the market capacity and existing demand. Emerging markets like in Ukraine have greater long-term growth potential. Statista forecasts that the Ukrainian audience and consumers in the “Sport” category will grow by ~ 80%, from 2.8 million to 4.6 million people by 2024.

how to enter a new market

Solution

The Ukrainian audience were yet to become familiar with the Decathlon brand, while we faced the task of maximizing the brand’s presence in the SERP without losing profit. That’s why we decided to start working with the audience that has already formed a demand for certain categories of sporting goods.

We focused on introducing Decathlon to the consumers that were looking for sports goods without being tied to a specific brand. Search campaigns and Google Shopping campaigns were a perfect fit for this task. That’s why, we used them at the very beginning of the promotion, also dividing the work into three stages. New tools were gradually added.

The reach was not our goal at the start. We aimed at making sure the website was present to users who were ready to buy here and now.

First Stage: Getting acquainted with the market

how to enter a new market stage 1

search campaigns for priority categories

Results of the first stage

 

Transactions +371,97%

Revenue +286,27%

Second Stage: Launching smart strategies

how to enter a new market stage 2

google shopping campaigns

dynamic remarkeing in google and facebook

Results of the second stage

 

Transactions +89,08%

Revenue +54,00%

Third Stage: Maximum of presence in the SERP 

how to enter a new market stage 3

optimization of google search campaigns

Along with that, during this period, the Decathlon website was moving to a new CMS platform, and feeds were updated. During this time, we had to reduce the activities aimed at promotion, but later we received a faster website and eliminated errors that accumulated during the first year of the Ukraine online store being active.

Results of the third stage

 

Transactions +60.36%

Revenue +92.91 %

Overall results of the three stages

ppc results

What’s next

Our goal for the next period is to boost the revenue of the Decathlon online store. We plan to achieve the set KPIs by:

  • Optimisation of the tools that are currently in use;
  • New additions: Google (Local Campaigns, Discovery Ads, Shopping New Customer Acquisition), Facebook (Dynamic Prospecting);
  • Expanding the semantics and adding new language versions of advertising campaigns.
  • Testing smart strategies for the set goals (tCPA and tROAS strategies will be used);
  • Online media support for major seasonal brand events.

Leave a Reply

avatar
  Subscribe  
Notify of

Recent posts

Call tracking with dynamic number insertion (DNI): how to track the ad source of inbound calls

March 12, 2021

When it comes to effective distribution of marketing budgets, eCommerce businesses that accept orders not only through the digital carts on the website but also through inbound calls, all face the same problem: the inability to see a unified picture of marketing channels that brought customers to their decision to purchase. Here call tracking tools Continue reading >

How to combat cart abandonment with UX: detecting common checkout mistakes of eCommerce brands

February 23, 2021

Online checkout stats shows that more than 80% of online customers abandon their shopping carts. Out of them, about 87% are going to finish their order later. We are not sure if businesses are ready to sacrifice and lose time waiting for those 87% to return and complete the checkout, that’s why in this article Continue reading >

Making the most of email marketing in the beauty industry | Case Study

January 29, 2021

How to engage your mailing subscribers to visit your website? What’s the optimal mailing frequency? How to increase your conversion rates with email marketing? These questions are frequently asked by marketers. The situation gets even more challenging when it comes to the subscribers of a well-known beauty brand. In this material, we share the email Continue reading >

How to market furniture: email, content and remarketing as parts of IKEA marketing strategy

January 28, 2021

Furniture marketing is peculiar for certain reasons. First is that for customers buying furniture this is often emotional and exciting. Second is that this process, when online can take time – there is no way to literally “try on” or test an item. And third is that quality furniture costs money, almost like a small Continue reading >

Let's get the ball rolling

Please fill in this short form and we will be in touch with you soon

For any questions [email protected]

UK | USA | EST

+44 (0) 20 313 766 81
+44 7852 537715

Lincoln
The Terrace AT5,
Grantham Street,
LN2 1BD

+1 347 809 34 86

Las Vegas
6920 S. CIMARRON RD.,
Suite 100,
NV 89113

Tallinn
Roosikrantsi 2-K230,
Kesklinna linnaosa,
Harju maakond,
Tallinn 10119

CEE Ecommerce Report 2019

Based on the analytics data of 292 websites

enter correct name, please
enter correct e-mail, please

How to enter a new market using PPC advertising | Case Study

0
start now

Start now