As one of the largest European online retailers for electronics and technology, reichelt elektronik offers more than 50,000 products. The main challenges for efficient multinational PPC management were the frequent changes in their assortment, intense competition, as well as their customers’ extremely diverse search behavior (150,000 unique weekly search queries).
Our status quo analysis revealed two solutions. First, the identification and optimized coverage of all relevant PPC search facets through the use of feed-based keywords. Second, the automation and live update of Google text ads based on product assortment data. A heuristic analysis of search queries revealed huge potential for mid- and long-tail terms. This keyword structure was extracted from the data feed by applying cleaning rules and combined with highly relevant ads.
The outcome was highly relevant, feed-based ads that are adapted to customers’ search behavior. Combined with best-fit landing pages, these new ads led to an increase of 45% in online sales. Furthermore the return-on-ads-spend rose significantly - by +20%.