CTR
The ads reached people searching for exactly this kind of product.
INTERNATIONAL PPC CASE STUDY
International PPC for Supreme Hot Bot in the US and Europe
Supreme Hot Bot | Software | USA and Europe | February to April 2019
Supreme Hot Bot is an app that buys Supreme drops automatically, sold to a narrow audience in the US and Europe. The task was to enter those markets through Google Ads, grow the user base, and turn paid search into a sales channel that could scale.
483%
ROI over three months
34%
Of all season purchases
77%
Of impressions in the top position
Why this market entry was hard
A niche product, a narrow audience, and markets that were new to the client.
A niche automation product
Supreme Hot Bot is an application that makes automatic purchases of Supreme drops.
New Western markets
The client wanted to enter the European and US markets, increase the number of users, and grow sales.
Localization and market knowledge
The audience is narrow, so the ads had to be localized and adapted to each foreign market. That made a suitable contractor hard to find.
How the campaigns were run
Every market got its own research, queries, and ads.
Research
Competitors were analyzed in each market, and search queries were selected for each market separately.
Strategy
A PPC promotion strategy was developed, and the search campaigns were set up and refined.
Ads
Unique ads were written, and different campaign and ad formats were tested.
Optimization
The keyword list was adjusted to raise CTR and attract better traffic, and the campaigns were optimized on conversion data.
MEASURED RESULTS
ROI month by month
Google Ads results for the first three months of the campaigns, February to April 2019, compared with the average for the whole Analytics view.
-11%
ROI in February
217%
ROI in March
693%
ROI in April
Bounce rate
Visitors from the ads left the site without action less often than average.
Over the three months, the campaigns received 9,347 clicks at an average cost per click of $0.20 and brought 198 purchases. The figures come from the Google Analytics reports in the original case; spend and revenue are not disclosed.
Results in the analytics reports
Data for a three-month period (February–April 2019)
1. The PPC promotion yielded 34% of all the purchases during the season.
2. The PPC campaigns became a scalable performance tool: the ROI for the three months of the campaign was 483%:
- ROI for February = -11%
- ROI for March = 217%
- ROI for April = 693%
3. The client's ads received 52.13% of the impressions they were eligible for. 86.03% of those impressions were shown above the search results, and 76.80% in the very first position.
Auction insights, February–April 2019
| Display URL domain | Impression share | Overlap rate | Position above rate | Top of page rate | Absolute top of page rate | Outranking share |
|---|---|---|---|---|---|---|
| You (Supreme Hot Bot) | 52.13% | – | – | 86.03% | 76.80% | – |
| supremebot.io | < 10% | 10.50% | 55.26% | 77.28% | 44.68% | 49.11% |
| supercopbot.com | < 10% | 6.84% | 26.89% | 87.35% | 26.40% | 51.18% |
4. Increased revenue per click: from about $0.2 in February to about $1.9 in April.
Approx. values read from the Google Analytics chart and rounded; exact revenue is not disclosed.
5. Reduced purchase cost: from about $40 in February to about $10 in April.
Approx. values read from the Google Analytics chart and rounded; exact spend is not disclosed.
Summary
For this product, international PPC promotion has become a great way to sell. An analytical approach, responsiveness to any changes, and constant optimization of advertising campaigns yield tangible results.
What the client said
"We have been working with Alconost for a long time; about two years, if I'm not mistaken. Initially, we were looking for a contractor to run Google Ads campaigns in Western markets. Our niche is specific: the sale of IT products for a fairly narrow audience living in the USA and Europe. It was therefore quite difficult to find a contractor, because localization, understanding of foreign markets, and the adaptation of advertising to the necessary criteria are extremely important here.
Alconost has never let us down. I am completely satisfied with the company’s work. They fully dealt with our queries regarding PPC ads, which included both the development of creatives, messages, optimization, and analytics. During the very best months, our ROI reached extremely high values. For us, advertising on Google has become the main source of traffic, and this is, of course, largely due to Alconost. If you are seeking contractors for localization or advertising on foreign markets, I can confidently recommend Alconost. They will not let you down."
Denis Domnin
Founder
Originally published on the Alconost Digital blog. Onlinuum is run by the former Alconost Digital team.
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Taking your product to new markets with PPC?
Each target country gets its own keyword research, ad copy and optimization in fixed-price PPC packages, and markets are added as results allow.