PPC for Telecom Company With a 460% Increase in Revenue

Business Overview

Our client is a large provider of telecommunication and mobile services in Eastern Europe. The company expanded their market share by launching an online store and a network of offline retail stores of household appliances and electronics. ​To increase sales in this new branch, the company needed to broaden its core brand association from a mobile network provider to a retailer of household appliances and electronics. 

The company utilized pay-per-click (PPC) advertising to boost sales, but ad campaigns were not yielding the expected results. The client turned to NIX, a team with vast experience in digital marketing, to optimize PPC activities and generate more revenue at a lower cost from this digital channel.

Optimization of Branded Search Campaigns

The audit showed that the PPC channel was not used to the fullest, as it didn’t work in favor of informing potential customers about the new line of business. Google Ads were shown only for branded keywords related directly to the company name  with the word “shop.” This approach helped to avoid irrelevant clicks and lower conversion costs; however, it further strengthened the association of the audience as an established telecommunication service provider.

To raise awareness of the client’s stores, we performed the following actions:

• We increased the reach of the audience by promoting keywords of phrasal and exact match with the company name, without linking to the commercial component with words such as “price,” “order,” “cost,” etc.
• To weed out users who are only interested in mobile communication services, we added thematic queries like “tariff,” “minutes,” “megabytes,” and the names of tariff packages to the list with negative match keywords.

Outcome

The NIX team helped the client to inform potential customers about the new business line—retailing of household appliances and electronics. Due to advanced analysis and optimization of previous PPC activities and implementation of new tactics, we succeeded to achieve a 460% revenue growth and a 354% increase of ROAS within six months.