Tvoj Toner - orders increased by 70%, impressions and clicks grew

About the client - Tvoj Toner

Tvoj Toner is a dynamic and innovative web shop, its primary business being selling original and replacement cartridges and inks, leasing printers and photocopy machines and maintenance of computer systems and printers. Past campaigns mostly focused on Zagreb, but Tvoj Toner wanted to expand to other parts of Croatia, mainly to the coastal area. They recognised the need for high quality advertising for their webshop and also the fact that lack of time and experience is the key challenge they faced when running Ads campaigns on their own.
 

Previous experience and problems Tvoj Toner faced

The lack of time and experience when managing Ads campaigns by themselves and the lack of regular campaign monitoring and optimisation when outsourcing forced Tvoj Toner to change a number of agencies. This made Tvoj Toner realise that their biggest challenges are measuring campaign success and return on investment in online marketing.

For that reason Tvoj Toner chose Arbona as the agency that will manage their Ads campaigns. Three goals were set: - 1) higher number of online orders, 2) increased brand awareness all over Croatia and 3) high quality reporting and advising on the successfulness and efficiency of the campaigns.

As Igor Višnić from Tvoj Toner pointed out: "At the time our biggest problem was regular Ads campaign monitoring and optimisation. Previous collaborations with agencies didn't work out because we were not satisfied with reporting and advertising success measurement. We were unsure of the return on investment when it came to advertising via Ads, so we didn't know if we should continue to use it as a channel of communication.

Luckily, we went to Arbona to help us set up an all-inclusive and measurable Ads campaign that will yield concrete results - more online orders, especially in parts of the country where we did not yet have high awareness."
 

Solutions Arbona provided

In order to achieve the primary goal several activities were undertaken: keyword analysis was performed, the number of keywords was increased (especially brand keywords) and based on analysing where the weak spots in the sales funnel were, ad extensions were added to lead to pages with noticeable call to action buttons referring to order completion. A test budget was determined for the first month and the campaign was regularly monitored and optimised in order to identify future activities more easily.

Results were immediately visible. As of today, the number of orders (conversions) grew by 70% with lower cost per order.

Igor Višnić from Opticus IT states "Apart from managing the Ads campaign our partners at Arbona suggested improvements on the webshop and website, especially when it came to call to action placement (“complete order”). Immediately after implementing these suggestions we noticed a rise in orders and conversions.". He also points out that great relations among the partners and an all-inclusive approach to digital strategy were key elements of success.

Since two primary goals were linked (more orders through higher awareness), emphasis was put on brand keywords (those including the words Tvoj Toner), display ads (banners) and remarketing (targeting users who already visited Tvoj toner website). Tvoj Toner wanted to increase awareness and strengthen the brand in other parts of Croatia so special ad groups were created and a combination of display ads and social media marketing was used, backed all the way by search ads.

This rounded up the all inclusive strategy that covered all phases of customer decision making and one was able to identify key weak spots where the customer did not go through with the order.

The results were great - the number of users that saw the ads and therefore noticed Tvoj Toner went up by 150% and the number of user clicks went up by 33%.

Igor Višnić from Opticus IT concluded: "After the test run with Arbona we definitely realised what our Ads campaigns lacked. Besides measurable results such as more online orders, raised brand awareness through the country and the number of users that saw or heard of Tvoj Toner, there are other indicators that supported the continuation of our cooperation with Arbona - the trust and partnership we have built together.

Regular reporting and timely suggestions on improving our digital presence show us we have a partner for years to come.”