MisterOil

Objectives

Approach

To achieve these goals, we deploy performance-driven marketing. Within Google Ads, we use a combination of different campaigns. For each objective, we set up a different campaign type. We also use Microsoft's search and shopping network. To complete the marketing mix, we also provide e-mail marketing, social media advertising and content.

We have adopted an approach based on maximum volume at a limit in cost per conversion, or Return On Ad Spend (ROAS). This gives our campaigns an "unlimited" budget. This gives us complete freedom to maximize sales while ensuring profitability.

Result

When we look at the figures for the past year, we see a better return than we could have anticipated. Thanks to our omnichannel strategy, we achieve a higher volume of sales than expected. Because we work with a ROAS strategy, we are not limited by the budget and can continue to scale.

Smart Bidding is (y)our friend

In fairness, we should not take all the credit for some of these gains. After all, we could never have accomplished this without the ever-smarter algorithm of Google Search Smart Bidding & Google Smart Shopping/ Performance Max.

By feeding our campaigns with the right data, audiences, proper structure and custom labeling based on margins - we make our machine smarter and smarter. This allows us to spend more time in A/B testing of ad copy and visuals, expanding our keywords, working out specific action campaigns, and most importantly, thinking strategically with MisterOil to ensure growth.

Performance marketing

Our team continuously tries to improve the bottom line for our customers. Everything we do is fully in function of a maximum result from the available marketing budget. In this way we help MisterOil to generate more turnover and achieve their business objectives. To make marketing a profit centre instead of a cost item.

It is important to deploy the right marketing mix; to choose the right resources that deliver maximum ROI. We put together a combination adapted to the business that leads to results. For MisterOil, we chose the mix between SEA, Google shopping, Display bannering, YouTube Advertising, Criteo Dynamic Remarketing, Social Ads, Social media content and Email Marketing.

Using e-commerce tracking in Google Analytics, we can perfectly monitor which campaigns are currently working well and which still require some tweaks. We monitor these campaigns closely on a weekly basis and make adjustments where necessary. We see that smart shopping and dynamic search ads are doing well. Naturally, the branded campaigns are also performing well. But the social advertising campaigns, email marketing and Criteo are also generating extra sales. What's the next step? Making the most of growth opportunities and expanding MisterOil's international market.

Dashboarding

We use different methods to make the extensive collection of data insightful for our clients. Therefore, we present this data through various dashboards and customized reports via Google Data Studio. We then share these with MisterOil on a monthly basis. They can also, whenever they want, view their own dashboard with the real-time data. In between, we also sometimes do a phone call to discuss certain issues. In short, we are short on time and that leads to results.

Data is essential to us and we sharpen our skills by delving deeper into this data. We continue to evaluate the data and make adjustments where necessary. Digitong believes in data driven marketing. Let the data speak for itself. As in this case of MisterOil.