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Digital advertisement for Swiss Publishing House

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Meet a work – digital advertisement for my previous client – Swiss publishing house – Sandermoen Publishing

Understanding situation

Sandermoen Publishing is a subsidiary of Sandermoen Business Management, both Swiss companies located in Zug, Switzerland.
Mission: to contribute to lifelong learning by providing quality books about leadership, business, family and relationships.
Goals:
create advertising campaigns (search & display) for EU in English, German, Russian, including visuals materials;
target to countries where the Sandermoen Publishing can deliver books;
work without any changes on the website sandermoenpublishing.com despite google page quality;
Start from expat segment and sale as many books as possible.


Limited budget: 200 CHF
Client’s CMS – Shopify
Integrate and set Google Adwords, Analytics, Search Console

What was done?

At first I integrated Google Analytics into Shopify system by using piece of code, set account, goals, conversions there. Created Adwords account, set it and connected with Analytics, the same actions with Search Console.

All settings took 18 hours.

At second step I created texts in English for every book and website in general, and translated it to Russian and developed a visual row for all books with attention to their’s messages. Such way I covered search and display advertisement.

First our locations were CIS (post soviet countries: Ukraine, Estonia, Lithuania etc) region to check an interest to our product. The interest was very high but the client can’t deliver printed books there and were decided to target to only EU.

All took 24 hours.



The results of digital advertisement

A duration of our campaigns was 6 weeks since 27th of May till 9th of July.

Sold books 25
Was spent 201 CHF
Impressions 2 256 385
Clicks 1 977

Published in: Marketing
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Digital advertisement for Swiss Publishing House

  1. 1. Zurich, Switzerland | 2018 Blonde.marketing Case study Sandermoen Publishing Swiss publishing house Advertisement in English, Russian by Taisiia Berg Digital marketing expert blonde.marketing
  2. 2. Understanding situation ● Sandermoen Publishing is a subsidiary of Sandermoen Business Management, both Swiss companies located in Zug, Switzerland. ● Mission: to contribute to lifelong learning by providing quality books about leadership, business, family and relationships. ● Goals: ○ create advertising campaigns (search & display) for EU in English, German, Russian, including visuals materials; ○ target to countries where the Sandermoen Publishing can deliver books; ○ work without any changes on the website sandermoenpublishing.com despite google page quality; ○ Start from expat segment and sale as many books as possible. ● Limited budget: 200 CHF ● Client’s CMS - Shopify ● Integrate and set Google Adwords, Analytics, Search Console 2
  3. 3. Focus areas SEO To get free organic traffic and save marketing budget UX and Usability To increase conversion rate and customer satisfaction Email marketing To warm-up potential customers and keep high retention rate 3 Digital advertising To actively hunt for a customers before competitors reach them SMM and Messengers To keep in touch with customers using channels they prefer to use Partners engagement To build a network and find partners for sales in every European country 1 2 3 4 5 6 The client meaningly decided to proceed with digital advertising without other options and took all risks.
  4. 4. Digital advertising Google AdWords: Pay-per-click, display, mobile and social advertising. Retargeting. Analysis. Measurement and Optimization of conversion. Advertising campaigns need additional work. Testing around specific segments and creating specific landing pages to match each campaign offer to improve results. Users 70% click on organic results first and conversion rates are higher for organic also Smartphone users 80% are looking for information about the product before purchase Smartphone users 80% of them (previous number) come directly from the store 4 All source: Google
  5. 5. Work process 2 days Analysis of keywords We start from analysis of keywords that were used on the website and research related keywords in the Google search. 1 days Launch Advertising After all moderations the Adwords automatically launches the all ads. For first 7 days I check ads everyday to improve the results. 3 days Adwords Settings During the moderation I’ll do settings for every google tool and connect them between each other: Adwords, Search Console, Analytics & Tag Manager 2 days Creating visual banners For every book I’ll create a special banner and some generic banners for website, after an approval from client, send them to moderation (Adwords). 7+ days Creating texts for ads After writing the texts I’ll get an approval from the client and leave the texts for moderation in Adwords. 5 All this tasks I do myself with client’s approval. In general I need only client’s logo, an access to website with admin rights to add some peace of code (for Tag Manager) and time for confirmation (Adwords).
  6. 6. What was done? 0 1 0 2 SPECIAL TOPICS Were selected special topics to find the right audience according to analytics data RIGHT KEYWORDS Researched popular, relative keywords and included in campaigns 6 At first I integrated Google Analytics into Shopify system by using piece of code, set account, goals, conversions there. Created Adwords account, set it and connected with Analytics, the same actions with Search Console. All settings took 18 hours. At second step I created texts in English for every book and website in general, and translated it to Russian and developed a visual row for all books with attention to their’s messages. Such way I covered search and display advertisement. First our locations were CIS (post soviet countries: Ukraine, Estonia, Lithuania etc) region to check an interest to our product. The interest was very high but the client can’t deliver printed books there and were decided to target to only EU. All took 24 hours. DIFFERENT MESSAGES FOR AUDIENCE For every book was created 2-3 different banners with special message
  7. 7. 7 The results A duration of our campaigns was 6 weeks since 27th of May till 9th of July. ● Sold books 25 ● Was spent 201 CHF ● Impressions 2 256 385 ● Clicks 1 977
  8. 8. 8 Search in Russian & English After start of advertising with client was decided to focus only on the Russian speaking audience, as you may see English ad got 6 614 impressions for 3.42 CHF compared with Russians - 6 080 impressions with 18.46 CHF, but clicks more in Russian ad. Target countries: Denmark, Austria, Luxemburg, Liechtenstein, UK, Germany, Switzerland
  9. 9. 9 Russian Search in Switzerland
  10. 10. 10 Display in English Here you may see how looks like some display ads in Google, on the next slides read about ads’ statistic. Target countries: Denmark, Austria, Luxemburg, Liechtenstein, UK, Germany, Switzerland
  11. 11. 11 Display in English
  12. 12. 12 Display in Russian
  13. 13. 13 Display in Russian As you may see some of them are not clear readable, it’s conscious client’s decision to experiment.
  14. 14. 14 Display rated by interactions Here I compared very interesting results with English & Russian display ads - Russian ad got 757 428 impressions with 327 clicks, 34 CHF meanwhile the English (both) 383 125 impressions with 257 clicks, 12 CHF. In general because of the texts on the client’s website (mostly in Russian) but should be separated pages in English, especially it’s very important for search ads.
  15. 15. 15 Analytics. Users
  16. 16. 16 Overview with most popular ads On the previous slide was shown that 65% of sales were done by new visitors. And here the most popular display ad - is generic about Expat shop that got 757 428 impressions with 327 clicks, 34 CHF
  17. 17. 17 Analytics. Counties
  18. 18. 18 Analytics. Channels Almost all traffic was generated by paid advertisement, because of weak SEO in English, Russian and UX (forms, payments methods, call to action). Client got all recommendations and put them in an improvement plan. I found out that direct clicks were generated by advertisement also - they saved the link.
  19. 19. Usability recommendations 19 Despite one of the best results in impressions is needed to mention that to reach better conversions I provided a free usability recommendations that were partly realized. Landing pages & Content for every book should be correctly translated in English, Russian, German, each on separate page, avoiding a mixing of the languages. But until now client uses the mix of languages that decreases the google page quality rate (because of that the ads shows not so frequent as might be) Layout: Shopify (client’s CMS) doesn’t allow to change a layer without coding to make clear the call to action. By default prices for every book were installed as for printed books. It’s a Swiss prices and minimum in 3-5 times more expensive compared to e-books. Such prices frightened off users from not so rich countries like Switzerland. Payment Forms: at the beginning on the website was a lack of payment methods besides PayPal although others were integrated but their logos were hided, thus a lot of customers left a shopping cart without order.
  20. 20. Conclusion 20 The Goals were: ○ create advertising campaigns (search & display) for EU in English, German, Russian, including visuals materials; ○ target to countries where the Sandermoen Publishing can deliver books; ○ work without any changes on the website sandermoenpublishing.com despite Google page quality; ○ Start from expat segment and sale as many books as possible. ● Limited budget: 200 CHF ● Integrate Shopify CMS and set Google Adwords, Analytics, Search Console A duration of our campaigns was 6 weeks since 27th of May till 9th of July. ● Sold books 25 ● Was spent 201 CHF ● Impressions 2 256 385 ● Clicks 1 977 ● More 20 banners in English & Russian ● More 10 texts ads in English & Russian The main problem was a fact that a company can’t to deliver to countries like Estonia, Ukraine, Poland (these countries have shown a huge interest but due to books’ price and delivery I can’t target to them) and I had to cover Denmark, Austria, Luxemburg, Liechtenstein, Germany, Switzerland.
  21. 21. Digital marketing expert | Blonde.marketing Taisiia Berg Google Analytics certified Google Search Advertising certified Google Display Advertising certified Google Video Advertising certified Google Mobile Advertising certified Google Tag manager certified Advanced Analytics certified Twitter certified TELC B1 certified (German), Member of Swiss Fintech Association Social media enthusiast, passion to bridge the gap between people and technology. Speak the same language with C-level executives and with software developers. Experienced in both startup & enterprise environment. Cross-domain background: telco, finance, luxury retail, e-commerce. Analytics 100% Advertising 100% UX 95% SEO 85% 21 CSS, HTML 70%
  22. 22. Thank you for your attention 22 Taisiia Berg taisiia.berg@gmail.com +41 78 669 65 36 Blonde.marketing Zurich, Switzerland | 2018

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