Intimax.ro is the leading Romanian e-shop specialising in erotic aids and sexual stimulation products. It offers a complete range of products for men and women, everything needed for a rich and healthy sex life.
PPC advertising for adult products brings specific challenges, especially when it comes to restrictions on platforms like Google. We have taken on one such challenge, and in early 2023 we started working with e-shop Intimax as part of Romania’s largest affiliate network, 2performant.
In this case study, we’ll look at how our automated technology, overseen by our PPC specialists, successfully set up and optimized campaigns for Intimax.ro.
To successfully promote these products, you need to report their nature as erotic aids in Google Merchant Center. This categorization limits the target audience to users over the age of 18, although it is not guaranteed that all users are logged in during the search.
For Intimax.ro, a Google PLA (Product Listing Ads) campaign was chosen, which proved to be very effective for e-commerce stores with a wide range of products. This strategy focused on the following key aspects:
1. Product segmentation and campaign optimization:
Products were divided into three main groups:
a) High selling products: these products perform well and have stable sales.
b) Underpriced products: The cheapest products on the e-shop fall into this category.
c) Products with lower efficiency: These products did not work well and therefore a different bidding strategy was set up, with a lower budget to credits. If a product catches on due to the strategy set, we will reclassify it into one of the two groups above.
Each group has its own ad setup with a different bidding strategy and target ROAS.
2. Automation and Budget Optimization:
Campaign budgets have been set automatically. If a campaign performs well, the daily budget is automatically increased.
The technology also gives high priority to optimizing ROAS and adjusts bidding strategies regularly.
3. Exclusion of brand keywords:
Brand keywords were excluded in the campaign to avoid conversions based on search queries directly on the brand. This ensured that all conversions come from generic search queries, which increases the credibility and independence of the campaigns.
Thanks to careful product segmentation and optimization of the offer strategies, significant sales growth was achieved for Intimax.ro. Despite the limitations of Google promotion and the absence of direct communication with the e-shop, the following results were achieved:
Increase in sales: Sales from PPC campaigns increased significantly, which brought Intimax.ro more revenue and increased market share.
Efficient use of budgets: Automating budgets and optimising bids led to efficient use of funds and maximum return on investment.
Saving time and resources: Through automation and careful campaign monitoring, we minimized the need for manual management, saving time and resources for further optimizations.
The Intimax.ro case study shows that automated, properly set up and optimised PPC campaigns can deliver excellent results even for e-shops with limited promotion.
Our strategy of product segmentation, automating budgets and targeting general search queries proved to be key to success. We can recommend this approach to other e-tailers looking for effective ways to increase their sales through PPC advertising.
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