Request a call
  • Hidden

Business Overview


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.

Project Scope

Since the company had already run paid brand promotion, our tasks were the following:

Banking app promotion comprised the following stages:

Audit existing ads in the Google Ads account, finding points for improvement

Create a step-by-step implementation plan to increase return on ad spending (ROAS) by 200% within six months


Optimization of Branded Search Campaigns


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.

Results were the following:

Branded traffic increased by 375%

Number of online purchases doubled

Smart Shopping Campaign Setup

Smart Shopping Campaign Setup

To increase sales of electronics, we launched campaigns via Google Shopping—a tool aimed at direct promotion and sales of items, displaying the product’s image and specifying its main characteristics right in the search engine.

To entice more customers to visit the client’s website and boost sales, we did the following:

  • Our team divided items by margin into two groups: high- and low-margin goods. We added missing features to the product feed, which describes the item in detail, such as shipping terms and refunds, and we optimized the product cards on the website to provide higher-quality feeds.
  • We launched standard shopping campaigns based on product feeds mentioned above placed across in Google search results.
  • After analysis of retail-centric metrics like revenue, spending, and ROAS, our experts set up smart shopping campaigns, leveraging automatic bidding for maximum conversion value at the given budget and placing ads intelligently across different Google placements to perform the best.

Results were the following:

Conversion rate of purchases increased by 400%

Cost per purchase fell by 3 times




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.


6 Experts (4 PPC experts, 2 eCommerce Specialists)

Tech Stack:

Google Analytics, Google Ads, Google Keyword Planner, Google Smart Shopping

Latest Insights

Marketing Automation: Everything You Need To Know In Simple Terms

Marketing automation is the use of technology to automate repetitive, manual marketing activities. Take a look at the role of marketing automation in business.

A Comprehensive UA to GA4 Transition Guide

Are you interested in implementing a UA to GA4 migration? We will find out why you should hurry up with it, talk about its benefits, as well as formulate steps on how to conduct it.

Omnichannel Marketing: Grand Overview

Omnichannel marketing allows you to reach a wide range of customers. This review explains why strategy is necessary and how to implement and optimize it.

Mobile App Marketing—a Friend for Your Business

A mobile app can tackle major problems of a modern person—from work to entertainment. But not all apps become leaders. We give tips on how to market and advertise the app effectively.

App Store Optimization (ASO): Main Tips and Techniques

What is app store optimization? Learn how to promote your app effectively within Google Play and App Store.

Digital Marketing: Framework to Get Started Right Away

Fundamentals of digital marketing that will help you to create value propositions, beat your competition, seize growth opportunities, and boost revenue.

Digital Marketing Metrics to Keep up With

Knowing and measuring digital marketing KPIs provides businesses an opportunity to reach their goals.

13 Foolproof Steps to Create a Digital Marketing Strategy

Learn about 12 essential steps to create a digital marketing strategy for your online venture that will give you a competitive edge over rivals in the niche.

How to Choose a Digital Marketing Agency

Read our guide on choosing a marketing agency and receive the best digital promotion services for your business.

NIX United Hosts Digital Marketing Webinar with Nick Maslii

With the desire to get quick results, digital marketing can go not as planned with budgets spent and desired sales not reached. How can you return more prepared?

Digital Marketing for eCommerce: How to Build a Win-Win Strategy

Do you want to grow your business digitally? Find out which digital marketing strategy for ecommerce will bring you the most benefit

The Power of Multichannel Marketing: A Comprehensive Guide 

Multichannel marketing implies the interaction with customers via different communication channels. Learn how to build your own multichannel marketing strategy.

Digital Marketing for Small Businesses: Overview of Main Benefits

Not all business owners believe that digital marketing can help them improve ROI and target the right audience. Learn more about the reasons to invest in digital marketing campaigns from this post.

Customer Retention Marketing: Gain Loyalty and Enhance Profits

How can you develop a stellar marketing retention strategy? Learn what it is, why it is essential, and which tools you can leverage to succeed on this path.

What Is Adtech and Why Is It Important?

Do you think it’s worth implementing adtech into your marketing processes? Find out this in our article.

SEO and Digital Marketing: Roles, Benefits and Best Practices

Working out SEO in digital marketing is a challenging task but this article will help you get the basics as well as teach you SEO best practices.

Email Marketing Strategy and Tips for Successful Campaigns

Email marketing: What is it? How can you use it for your business promotion? Read our article to get the best tips on email marketing.

Contact Us