About:

This Case Study concerns Markakis.gr for the period of January – May 2022 vs August – December 2021.  
The goal was increasing Revenue and transactions while reducing the budget in Google & Meta and keeping both the turnover and the purchases stable for this period. 

The requested reduction was made in order to keep the budget available for the summer period.

Markakis.gr

Client:

Markakis.gr is a chain of physical stores with optical goods and years of experience in the field. Headquartered in Heraklion, Crete, it has continued its gradual & upward growth for years while proceeding to grow in the area of the e-commerce market as well. Markakis.gr always makes sure to offer top quality, wide variety, and innovative services in optical items.

Brief:

With a goal set in mind, we started taking actions to increase revenue and transactions while simultaneously reducing the budget for investing in Google & Meta channels by 18%. That is, reducing the budget used during August 2021 & December 2021 compared to January 2022 – May 2022.

Essentially, the reduction made in the advertising budget was to be invested as extra budget during the summer period which is considered a High Season for the customer. So the goal was to keep sales and turnover stable despite the reduction in monthly advertising budget. 

Solution:

In order to be able to better manage both the reduced budget and the optimal audience targeting,
we started a more thorough analysis of Data both from the eShop and from each paid channel
separately (Google & Meta Platform).

We managed to better shape the ideal persona for the client (age, gender, location, etc.) and
therefore display more personalized campaigns and advertising messages to this audience.

Google & Meta worked complementary to each other throughout the stage of the buying behaviour
(buyer journey) of the potential customer. Various campaigns were set up on both channels and
following the well-trusted Marketing Funnel, started from the stage of Awareness and Consideration
all the way to Conversion.

The results were brought in by Retargeting catalogue campaigns on Facebook and Google, that were
focused on prospective customers with separate segments per product line and per brand and
personalized by gender and other optimizations. An increase in sales was immediately noted. More
results were brought in by Display Campaigns in Google and Brand Awareness Campaigns in Meta
presented in various formats (video & images) as they maximized the recognition of the Markakis
Optical Centres brand in a nationwide level.

Conclusion:

This specific case study proves that the combination of a quality product and an appropriate strategy, can prove fruitful even from the very beginnings of the advertising activity.