Hepsiburada increases campaign revenue by 104% using target return on ad spend (ROAS)

As a primary focus, Hepsiburada is making the most of digital channels by utilising online advertising.

About Hepsiburada
Online retail site with over 2 million products
Launched in 1998
Headquarters in İstanbul
THE GOALS
Improve return on investment for select product categories in search ads
THE APPROACH
Adopted target return on ad spend (ROAS) for search
THE RESULTS
Increased campaign revenue by 104%
Improved ROAS by 36%
Boosted conversion rate by 74%

"We have tried many manual optimisation strategies in search campaigns for categories where we knew the potential was high. We wanted to move forward with a different bidding strategy to bring out the potential and decided to adopt target ROAS."

 

- İbrahim Öztürkcan, Head of Digital Marketing & Analytics, Hepsiburada


Google’s query-level bidding technologies and auction time bidding optimisation helped Hepsiburada achieve its targets. Previously, the company had been spending category budget to reach low-funnel customers in order to maximise profit. By adopting targetROAS, Hepsiburada was able to instantly put forward more competitive bids for potential customers. This bid strategy was tested for two months in order to achieve the desired ROAS and attract potential users to the site by optimising bids.

The results were more than encouraging. Compared to a similar time period where auto bidding was not used, the new strategy enabled Hepsiburada’s campaign revenue to increase by 104%. ROAS went up by 36% and the conversion rate got a 74% boost. According to İbrahim, these gains have helped firmly establish the strategy going forward. “We’re planning to use target ROAS in more campaigns across different product categories in order to maximise performance.”

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