Problem
Christina war zunächst unsicher, wie effektiv Google Ads Performance–Marketing sein kann, und suchte einen Partner auf Augenhöhe, der über Google Ads hinausdenkt. Zudem wollte sie bestimmte Produkte gezielt mit Google Search Kampagnen hervorheben.
Lösung
Nach einer ersten Analyse war uns klar, dass wir am Tracking der Google Ads arbeiten müssen, um das Konto so richtig nach vorn zu pushen. Außerdem war die Kampagne Struktur zu eng formuliert und Google Ads konnte seine wirkliche Überlegenheit nicht entfalten.
Background
Black Week is a critical period for e-commerce brands aiming to finish the year strong. For our client, this time offered the opportunity to clear inventory, attract new customers, and deepen engagement with loyal shoppers. In a competitive landscape, standing out required strategic precision.
Objectives
- Increase revenue over the same period from the previous year
- Improve conversion rates across owned and paid channels
- Maximize return on ad spend (ROAS)
- Optimize user experience across mobile and desktop
Strategy & Execution
1. Data-Driven Planning
- Analyzed customer behavior from previous years
- Segmented audience into high-intent buyers, cold leads, and VIP customers
- Created tailored offers and messaging for each segment
2. Multichannel Performance Marketing
- Deployed targeted campaigns across Meta (Facebook/Instagram), Google Ads, and TikTok
- Used countdown ads and urgency-based creatives to drive FOMO
- Retargeting campaigns focused on cart abandoners and product viewers
3. Conversion Rate Optimization (CRO)
- Simplified mobile checkout flow
- Added social proof elements (real-time purchases, reviews)
- Enabled one-click reordering for returning customers
4. Email & SMS Activation
- Built anticipation with teaser campaigns two weeks before launch
- Sent time-sensitive offers during peak hours (morning & evening)
- Utilized personalized product recommendations based on browsing history
5. Exclusive Loyalty Perks
- Offered early access and special bundles to VIP customers
- Used gamification (spin-to-win, unlockable discounts) to boost engagement
Key Takeaways
- Personalization and segmentation were critical in driving higher conversion rates.
- Mobile optimization significantly impacted impulse purchases.
- Early preparation and teasing built strong anticipation and intent before Black Week began.
- An integrated strategy across paid, owned, and earned media delivered the best results.
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