As it can be concluded from the screenshot above, Google Adwords is responsible for more than 1/3 of the entire value of sales in the store, which perfectly shows the effectiveness of this channel. A product campaign, and also remarketing targeted on people dropping their cart, would certainly improve the sales results even more, and also reduce conversion costs even further. When a product campaign was run in our store, the cost of acquiring a customer with the use of it did not exceed 25 PLN.
Making a decision to use a sponsored link campaign in marketing strategy, it is, however, necessary to bear in mind that the strength of a brand, and also price competitiveness, are a very significant factor determining the cost of acquiring a customer.
Testing various marketing strategies, we copied a very well working campaign for the Świat doznań store, and next we used it to promote a completely new online store. This shop was launched on the same platform, with the use of the same template, however, with the use of the modified logo. The results of the conducted campaign was the cost of acquiring a customer exceeding 60 PLN. Therefore, it was higher by 50% than the one acceptable for us. However, it is worth bearing in mind that the cost of acquiring a customer decreases in the further course of brand building.