All pet owners understand each other without words. No matter how different we may be, there are things that unite us. Some of them can be easily noticed — a photo of a pet, some fur on your clothes, scratched hands, or a cute keychain. These symbols are familiar only to us who make up a club — a secret society of millions, which never stops growing. The main secret of Club4Paws is that we, its members, become better thanks to our pets who wait for us at home. The Club4Paws brand is also a member of the club. Their pet food is created by people inspired by humanity, love, and care for their own pets.
CASE DESCRIPTION
1.SEARCH ADVERTISING
After researching the Lithuanian market, we found that searches were mostly done in two languages: Lithuanian and English. We decided to experimentally launch two separate search campaigns for a month and then compare the results.
1.1 SEARCH ADVERTISING (LT)
We collected keywords for two directions — cat and dog food — and wrote ad copies, improving them in collaboration with a native speaker of Lithuanian and the client. Also, we highlighted supporting Ukraine in each advertisement. After identifying audiences, we launched the ads.
Results after the first month of the campaign:
- 2262 impressions on Google
- 293 clicks
- Average CPC — €1.46
We select audiences by interest and start displaying ads
Results of the first month of the campaign:
We made a total of 2,262 impressions of advertisements in the Google search engine, received 293 direct visits to the site, and the average cost per click was 1.46 euros.
1.2 SEARCH ADVERTISING (EN)
We collected keywords for two separate directions — cat and dog food — and wrote ad copies in English, making an accent on supporting Ukraine as well. As targeted geographies, we selected big cities in Lithuania and areas around them.
Results after the first month of the campaign:
- 116 impressions on Google
- 8 clicks
- Average CPC — €0.46
- Total amount spent – €3.86
Because of receiving a small number of clicks from this campaign, we decided to stop it and channel its budget into other campaigns.
2. DISPLAY ADS
We launched two separate campaigns — for cat and dog food.
2.1. DISPLAY_CATS
We set up a display ad campaign and created three groups of ads based on:
- interests
- keywords
- competitors’ audiences
We created responsive display ads with an appeal to visit the website and buy products:
Results after the first month of the campaign:
- 109,590 impressions on Google partner sites
- 1253 clicks
- Average CPC — €0.04
- Total amount spent – €57.23
3. THE SECOND MONTH OF THE PROJECT
3.1 SEARCH ADVERTISING
We kept search ads in Lithuanian targeted at informational keywords and spent the budget that had been previously allocated for a campaign in English on a search campaign focused on commercial keywords and separate pet food flavors, selecting Conversions as the goal.
Results after thirty days:
- 2497 impressions on Google search page
- 1253 clicks
- Average CPC — €1.07
- Total amount spent — €377.58
- Number of conversions — 33 with the average cost per conversion €11.41
We created responsive display ads with an appeal to visit the website and buy products:
Results after the first month of the campaign:
- 109,590 impressions on Google partner sites
- 1253 clicks
- Average CPC — €0.04
- Total amount spent – €57.23
3. THE SECOND MONTH OF THE PROJECT
3.1 SEARCH ADVERTISING
We kept search ads in Lithuanian targeted at informational keywords and spent the budget that had been previously allocated for a campaign in English on a search campaign focused on commercial keywords and separate pet food flavors, selecting Conversions as the goal.
Results after thirty days:
- 2497 impressions on Google search page
- 1253 clicks
- Average CPC — €1.07
- Total amount spent — €377.58
- Number of conversions — 33 with the average cost per conversion €11.41
3.2 DISPLAY ADS
We updated responsive ads in both campaigns, extended audiences, adding more interests, and added the most effective keywords from search campaigns.
We analyzed the metrics:
- We stopped search campaign keywords that didn’t bring any target traffic or generated irrelevant site visits, and used traffic that brought conversions to create a new separate ad group in existing campaigns;
- We stopped display ad groups whose audiences had been the least effective, and formed new experimental audiences;
- We analyzed demographics and adjusted the targeting.
CONCLUSIONS AND RECOMMENDATIONS
Advertising in foreign markets is an interesting and very important experience. It is vital to study the market as well as approaches and methods of presenting the same product by competitors. It is worth developing several strategies and possible ways of advertising. Constant metric analysis and data monitoring allow for determining the moment when the indicators start growing (and continue to develop this direction) or decreasing (and either make changes to increase efficiency or stop it and redirect the budget). The main thing is to choose the optimal type of campaign and effective target audiences.
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