{"id":24043,"date":"2022-09-08T10:53:50","date_gmt":"2022-09-08T10:53:50","guid":{"rendered":"https:\/\/www.themarkers.ro\/?page_id=24043"},"modified":"2022-10-19T06:49:14","modified_gmt":"2022-10-19T06:49:14","slug":"studiu-de-caz-magazin-online","status":"publish","type":"page","link":"https:\/\/www.themarkers.ro\/en\/studiu-de-caz-magazin-online\/","title":{"rendered":"Studiu de caz magazin online"},"content":{"rendered":"
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Studiu de caz magazin online<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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Va prezentam in acest articol studiul de caz bazat pe campaniile pe care le-am desfasurat pentru un client nou lansat pe piata din Romania la inceputul anului 2022, client ce are un magazin online prin care vinde produse din zona alimentara, de tip mass market, dar marcate ca super foods, fiind unic importator al brandului in Romania.<\/p>

Echipa noastra a lucrat aici intens atat pe parte de campanii performance (Google Ads, Facebook & Instagram Ads), cat si pe parte de Awareness (Facebook & Instagram Ads), dar si pe parte de optimizare in motoarele de cautare (SEO).\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\t\t\tPentru acest studiu vom analiza o perioada de 4 luni, din 22 februarie pana pe 28 iunie, segmentata in intervale specifice:\n\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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22 februarie – 29 mai<\/strong>
In acest interval, echipa The Markers nu s-a ocupat de promovarea online;\u00a0\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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29 aprilie – 24 mai
<\/b> Prima etapa de promovare de catre echipa The Markers;<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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25 mai – 11 iunie<\/strong>
Perioada in care s-au suplimentat bugetele, s-au modificat creativele si momentul in care au fost lansate campanii influencer marketing;\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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25 mai – 11 iunie<\/strong>
Perioada in care s-au suplimentat bugetele, s-au modificat creativele si momentul in care au fost lansate campanii influencer marketing;\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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12 iunie – 4 iulie\u00a0
<\/b> Interval fara schimbari majore;<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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5 iulie – 28 iulie<\/b>
Intervalul in care a fost suplimentat bugetul in campaniile performante, pentru a aduce incasari mai multe, la un ROAS in continuare mare.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Astfel, analiza noastra incepe cu campaniile PPC \u2013 Google Ads si Facebook\/Instagram Ads.<\/p>

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Perioada 2022<\/span><\/td>Google Ads<\/span><\/td><\/tr>
Cost<\/span><\/td>Incasari<\/span><\/td>ROAS<\/span><\/td>Achizitii<\/span><\/td>Cost\/Achizitie<\/span><\/td>Incasari\/zi<\/span><\/td>Achizitii\/zi<\/span><\/td><\/tr>
22 februarie – 28 aprilie<\/span><\/td>6,664<\/span><\/td>107,305<\/span><\/td>16.1<\/span><\/td>2,329<\/span><\/td>2.9<\/span><\/td>1,651<\/span><\/td>36<\/span><\/td><\/tr>
29 aprilie – 24 mai<\/span><\/td>9,089<\/span><\/td>91,625<\/span><\/td>10.08<\/span><\/td>203<\/span><\/td>44.7<\/span><\/td>3,665<\/span><\/td>8<\/span><\/td><\/tr>
25 mai – 11 iunie<\/span><\/td>6,967<\/span><\/td>167,536<\/span><\/td>24.05<\/span><\/td>369<\/span><\/td>18.9<\/span><\/td>9,855<\/span><\/td>22<\/span><\/td><\/tr>
12 iunie – 4 iulie<\/span><\/td>9,769<\/span><\/td>226,738<\/span><\/td>23.21<\/span><\/td>495<\/span><\/td>19.7<\/span><\/td>10,306<\/span><\/td>23<\/span><\/td><\/tr>
5 iulie – 28 iulie<\/span><\/td>18,133<\/span><\/td>282,501<\/span><\/td>15.58<\/span><\/td>679<\/span><\/td>26.7<\/span><\/td>12,283<\/span><\/td>30<\/span><\/td><\/tr><\/tbody><\/table>

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Perioada 2022<\/span><\/p><\/td>

Facebook + Instagram Ads<\/span><\/p><\/td><\/tr>

Cost<\/span><\/p><\/td>

Incasari<\/span><\/p><\/td>

ROAS<\/span><\/p><\/td>

Achizitii<\/span><\/p><\/td>

Cost\/Achizitie<\/span><\/p><\/td>

Incasari\/zi<\/span><\/p><\/td>

Achizitii\/zi<\/span><\/p><\/td><\/tr>

22 februarie – 28 aprilie<\/span><\/p><\/td>

32,435<\/span><\/p><\/td>

189,643<\/span><\/p><\/td>

5.9<\/span><\/p><\/td>

346<\/span><\/p><\/td>

93.7<\/span><\/p><\/td>

2,918<\/span><\/p><\/td>

5<\/span><\/p><\/td><\/tr>

29 aprilie – 24 mai<\/span><\/p><\/td>

12,131<\/span><\/p><\/td>

68,915<\/span><\/p><\/td>

5.7<\/span><\/p><\/td>

113<\/span><\/p><\/td>

107.4<\/span><\/p><\/td>

2,757<\/span><\/p><\/td>

5<\/span><\/p><\/td><\/tr>

25 mai – 11 iunie<\/span><\/p><\/td>

7,243<\/span><\/p><\/td>

137,207<\/span><\/p><\/td>

18.9<\/span><\/p><\/td>

227<\/span><\/p><\/td>

31.9<\/span><\/p><\/td>

8,071<\/span><\/p><\/td>

13<\/span><\/p><\/td><\/tr>

12 iunie – 4 iulie<\/span><\/p><\/td>

9,393<\/span><\/p><\/td>

198,916<\/span><\/p><\/td>

21.2<\/span><\/p><\/td>

339<\/span><\/p><\/td>

27.7<\/span><\/p><\/td>

9,042<\/span><\/p><\/td>

15<\/span><\/p><\/td><\/tr>

5 iulie – 28 iulie<\/span><\/p><\/td>

18,505<\/span><\/p><\/td>

277,797<\/span><\/p><\/td>

15.0<\/span><\/p><\/td>

495<\/span><\/p><\/td>

37.4<\/span><\/p><\/td>

12,078<\/span><\/p><\/td>

22<\/span><\/p><\/td><\/tr><\/tbody><\/table>

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Astfel, in prima perioada analizata<\/b>, au fost lansate pe piata din Romania produsele si activate campaniile de promovare in Google si Facebook. Nu stim cu certitudine care au fost setarile originale de tracking pe obiectivul de achizitii in Google Ads (raportat la cele 2,329 de conversii), dar 83% din acestea au venit din campania de Brand (ceea ce ar implica campanii de awareness realizate anterior care au ajutat la notorietatea brandului). Mai departe vedem un ROAS de 16 si o medie de 36 achizitii\/zi la incasari in valoare de 1,651 lei\/zi. <\/p>\n

In Facebook s-a folosit 80% din bugetul de promovare, dar numarul de achizitii a reprezentat doar 15% din numarul total de pe cele doua canale. In acelasi timp, ROAS-ul a fost de 5.8, cu doar 5 achizitii pe zi, dar valoarea medie a unei achizitii a fost mai mare decat in Google.  <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Din a doua perioada,<\/b> timp in care s-au optimizat si creat campanii noi atat in Google, cat si in Facebook si Instagram, iar trackingul pe obiectivul de achizitie a fost verificat si setat corect, am avut o medie de peste 3,600 lei pe zi incasari in Google, respectiv 2,750 in Facebook, cu 8 achizitii pe zi in Google, respectiv 5 in Facebook\/Instagram; in Google, obiectivul ce tine de ROAS de cel putin 10 (sau 1,000%), a fost atins, iar in FB am mentinut valorea de peste 5.5.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Din al treilea interval<\/b>, timp in care au rulat campanii influencer marketing, iar campaniile Google si social media au fost optimizate, rezultatele nu au intarziat sa apara.
In Google, cu un buget cu 25% mai mic decat in perioada precedenta, am avut aproape dublul incasarilor din al doilea interval (si cu 50% mai mare decat in perioada anterioara preluarii contului), un ROAS de 24, un cost per achizitie de 19 lei si o medie de 22 achizitii pe zi. Acest lucru dupa mai putin de o luna si jumatate de promovare.
In Facebook si Instagram, din nou cu un buget mult mai mic decat in luna precedenta am obtinut un revenue de doua ori mai mare, un ROAS de 19, un cost per achizitie de 32 lei si 13 achizitii pe zi.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Al patrulea interval<\/b> amintit in acest studiu este perioada precedenta maririi bugetelor media pe cele doua canale. In Google Ads vedem incasari mai multe, dar la un ROAS similar si un cost per conversie aproape identic, ceea ce arata ca actiunile desfasurate aici si-au atins apogeul. In Facebook si Instagram chiar au mers mai bine decat in intervalul precedent, cu mai multe incasari, cel mai mare ROAS inregistrat pe acest canal vreodata, un cost per achizitie mai mic si mai multe achizitii pe zi.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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In ultima etapa <\/b>analizata, intervalul 5 iulie – 28 iulie, pentru a avea mai multe incasari in timp ce mentineam un ROAS bun, am dublat bugetele de promovare de pe cele doua canale media (in jur de 18,000 lei alocati fiecarei platforme) si am obtinut urmatoarele rezultate: in jur de 280,000 lei revenue pe fiecare platforma, ROAS de peste 15 si costuri per achizitie in jur de 25-35 lei.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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In doar 3 luni de promovare a brandului produselor am obtinut incasari de 708,215 lei doar din campaniile platite, adica 50% din totalul incasarilor din mediul online. In acelasi timp, campaniile Google au avut un ROAS total de 17.5, iar cele Facebook si Instagram de 14.5.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\t\t\tAcum, sa trecem si la rezultatelor actiunilor SEO intreprinse si la rezultatele venite din Google Organic si Google Direct, urmarind tot perioadele mentionate mai sus.\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Prima perioada<\/b> (22 februarie \u2013 28 aprilie) a coincis cu verificarile si optimizarile tehnice si de continut. Astfel, eliminarea erorilor, cresterea vitezei de incarcare a site-ului si optimizarile la nivel de continut au contribuit la imbunatatirea experientei utilizatorilor si la o intelegere precisa a site-ului de catre motoarele de cautare.\u00a0<\/p>

Optimizarea s-a realizat atat la nivel de Homepage, categorii si subcategorii, cat si la nivelul paginilor de produs, astfel incat cresterea a fost posibila la nivel de pozitii in SERP (pagina de rezultate in urma unei cautari), numar de afisari, rata de click (CTR) si numar de accesari ale site-ului.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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In periada a treia<\/b> (incepand cu luna mai) am pornit etapa de SEO off page si content marketing, etapa ce a completat actiuni de marketing online aflate deja in derulare (PPC, comunicare social media, influencer marketing etc). <\/p>\n

Pentru a privi in detaliu cresterea de venituri in canalul Google Organic, mai jos este o comparatie a parametrilor de performanta raportati de Google Search Console.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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5 iulie \u2013 28 iulie vs 22 februarie \u2013 28 aprilie<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Online store checklist<\/a><\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t<\/i>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\tDescarca gratuit<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Good practices that every website should follow<\/a><\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t<\/i>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\tDescarca gratuit<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Lead
generation<\/a><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t<\/i>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\tSee more<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Promovare Ecommerce<\/a><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t<\/i>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\tSee more<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Branding & Vizibilitate<\/a><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t<\/i>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\tSee more<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Employer Branding<\/a><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t<\/i>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\tSee more<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Urmareste-ne in social media<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\tFacebook<\/span>\n\t\t\t\t\t\t<\/i>\t\t\t\t\t<\/a>\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\tInstagram<\/span>\n\t\t\t\t\t\t<\/i>\t\t\t\t\t<\/a>\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\tLinkedin<\/span>\n\t\t\t\t\t\t<\/i>\t\t\t\t\t<\/a>\n\t\t\t\t<\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Are you all in
with us?<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Contact us and let us take over your challenge!<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t<\/i>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\tContact us<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tContacteaza-ne si hai sa vedem cum putem sa iti aducem si tie astfel de rezultate!\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

Studiu de caz magazin online Va prezentam in acest articol studiul de caz bazat pe campaniile pe care le-am desfasurat pentru un client nou lansat pe piata din Romania la inceputul anului 2022, client ce are un magazin online prin care vinde produse din zona alimentara, de tip mass market, dar marcate ca super foods, […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"elementor_header_footer","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-24043","page","type-page","status-publish","hentry"],"acf":[],"yoast_head":"\nStudiu de caz magazin online - The Markers<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.themarkers.ro\/en\/studiu-de-caz-magazin-online\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Studiu de caz magazin online - 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