Online store Barbora is the largest food delivery service in Latvia. It offers to deliver everyday food items like dairy and meat products as well as fresh fruits and vegetables.
Industry: E-commerce, Food
Used Services: adQuota
Website: barbora.lv
COMPANY DESCRIPTION
PROBLEM
In early 2018 Barbora was a new company with low brand awareness in the market.
Main challange for Barbora was promoting brand awareness and increasing average daily purchases. Food delivery services are new in Latvia, that’s why awareness campaigns had a secondary task – educating the audience and creating a demand to teach target audience a new habit – planning meals week ahead and ordering the necessary products online. The number of purchases per day was identified as the main measure of marketing impact on sales.
SOLUTION
Digital marketing activities such as Google Search Advertising, Google Display Network Advertising, Youtube Video Advertising, as well as Facebook and Instagram Advertising were launched to increase sales and brand awareness.
In addition, adQuota media solutions were introduced to increase digital advertising performance – sales and brand awareness.
RESULT
BUDGET BREAKDOWN AND MEDIA PLAN
MEDIA SOLUTIONS
Cost per transaction and session
NUMBER OF TRANSACTIONS
Barbora’s direct visitors made 35% more adquota purchases. The campaign introduced rich media ads. Purchases from users who visited Barbora through Google advertising increased by 15%.
Cost per click
After deploying rich media solutions for Barbora’s digital ad campaigns, the Google Display Network cost-per-click (CPC) decreased by 29%
Click through rate
During adQuota media campaigns Google Display Network click-through rate increased 39%.
The Google Search CTR was 26% higher during the adQuota media campaign compared to the Google Search clickthrough rate.
Google Search cost per click decreased by 17% during adQuota media campaigns compared to the average Google Search cost per click.
FACEBOOK / INSTAGRAM cost per click
During adQuota media campaigns social CPC decreased by 16%.
FACEBOOK / INSTAGRAM CTR
adQuota media campaigns saw 27% increase in social purchases.
Summary
- The media has a major impact on campaign performance.
- The media reduced the cost per session and purchase.
- Direct and organic visitors made more purchases on the page.
- The performance of ads on the Google Display Network, Google Search, and social networks increased.
