n11.com is a marketplace with millions of different products including electronics, kitchenware, textiles, Turkish handicrafts and more. Effectively managing advertising campaigns for so many products is a key challenge. With a view to increasing conversion rate and ROI, the n11.com team was looking easy-to-use tools to boost their digital campaigns’ performance.
About n11.com
Online marketplace
Joint venture between Dogus Group and SK Group
Founded: June 2012
Headquarters: İstanbul, Turkey
Goals
Effectively manage advertising campaigns for millions of different products
Increase conversion rate
Increase ROI
Approach
Employed AdWords Smart Bidding strategies
Used remarketing lists together CRM data
Results
ROI improved by up to 458%
Number of transactions increased by as much as 183%
Conversion rate increased by up to 600%
Last-click revenue improved by up to 274%
n11.com created remarketing campaigns for two target audiences: users who had added a product to the basket without completing a purchase, and users who had viewed a product detail page. The team overlaid n11.com’s own CRM audiences over these remarketing lists. They then applied Smart Bidding strategies, which used machine learning to optimise for conversions or conversion value in each and every auction.
The first target audience – in which users had added a product to the basket without purchasing – responded positively. ROI improved by 125% and the number of transactions went up by 183%. The conversion rate demonstrated a 39% increase and last-click revenue went up by 274%.
The campaign that remarketed to the other target audience – made up of users who had viewed a product detail page – generated similarly impressive results. ROI improved by 458%, while the number of transactions went up by 37%. The conversion rate increased by 600% and the last-click revenue saw a 69% lift.
“We have seen that if we insert our internal CRM audiences in AdWords campaigns with the right bid strategy, performance is positively affected", affirms Digital Channels Supervisor - Aykut Alçelik.
“All of these results prove that when we build a digital marketing strategy, we need to consider our Ads advertising strategy and CRM audiences together. Having obtained the results from these Google features, we’re planning on using Smart Bidding in search and other display campaigns”
"Having obtained the results from these Google features, we’re planning on using Smart Bidding in search and other display campaigns” Digital Channels Manager - Baris Kahraman
