Foodex24.pl is a large-scale online supermarket that entered the Polish market during the pandemic. The platform is aimed at immigrants from Ukraine and other Eastern European countries, as well as those who miss their favorite food products from Ukrainian manufacturers. The assortment of the online store includes over 2,000 items, with approximately 80% of them being products made in Ukraine.
The company’s priority is to provide excellent service and ensure control at every stage of product delivery. The Foodex24.pl team is responsible for product selection, quality control, logistics, and has established a call center. Specialists closely monitor the compliance with all storage conditions for the products, ensuring that customers receive goods of proper quality.
Client’s objective: Increase sales volume.
To achieve the set goal, our specialists have proposed to develop two main directions:
Our client had no prior experience with such types of advertising campaigns. So, our specialists had to start with all the initial tasks: linking the advertising account with Merchant Center, enabling automatic attribute updates and image enhancements, adding address, phone number, and logo to the Merchant Center account, and setting up delivery methods. Next, a specification was prepared for data feed formation, which was later uploaded to the account.
Considering the specifics of the given task, our team focused on selecting names for priority products that needed to be promoted first. A list of negative keywords was also prepared. After launching the campaigns, specialists closely monitored the results. Based on reports on search queries that resulted in transactions, new keywords were added. Expensive keywords with inflated conversion costs were also disabled. Various strategies were tested during the process to increase the profitability of the advertising campaigns.
To work with different audiences, we set up campaigns in the Google Display Network. One of the directions involved targeting users who had already made purchases on the Foodex24.pl online store. Advertisements were tailored to them, resulting in high conversion rates.
The work on the project demonstrated that promoting in the Western market largely depends on the expertise of specialists, understanding the characteristics of the target audience, and the specifics of advertising tools.
