Customer: gorenje-partner.com.ua

Brand: Gorenje

Tools: Google Ads

Goals: Brand awareness among potential users, promotion of new brand products, increase in sales through the website

About the project: Cooperation with Gorenje began in 2020 and lasted for six months of project work

About Gorenje

Gorenje is one of the leading European home appliance brands founded in Slovenia in 1950. The company specializes in the production of high-quality kitchen and household appliances, which are characterized by stylish design, innovative technologies and reliability. Gorenje products are sold in more than 90 countries and are aimed at consumers who value both functionality and aesthetics. The brand is known for its modern kitchen solutions, including ovens, refrigerators, washing machines and hobs.

Campaign objectives

The main task was to improve advertising results and attract more target customers. To do this, we used a comprehensive approach, including several types of advertising campaigns.

Google Ads tools and strategy

Search campaigns with category segmentation

We divided the campaigns into key Gorenje product categories (refrigerators, washing machines, ovens, etc.). This allowed us to accurately target users looking for certain types of products and increase the relevance of ads.

Search campaigns by model

We created separate campaigns for each popular Gorenje model, which allowed us to reach users who are at the decision-making stage and ready to buy a specific model.

DSA (Dynamic Search Ads)

The use of dynamic search ads helped to expand the reach by automatically displaying ads for search queries that were not covered by the main campaigns.

Shopping campaigns with category segmentation

Google Shopping ad campaigns provided a visual representation of products in search results. We divided the campaigns into product categories, which helped to target ads more accurately and increase the chances of conversion.

Google Ads campaign results

Reduced the cost per click by 14.55%

Thanks to accurate segmentation and continuous bid optimization, we managed to reduce the cost per click, which allowed us to spend our advertising budget more efficiently and get more traffic for less money.

Increase in the average check by 24%

By attracting a target audience that was ready to buy, we managed to significantly increase the average check. Advertising was aimed at customers who were looking for not only budget models but also premium products.

Transactions increased by 18%

Optimization of advertising campaigns and effective retargeting helped to increase the number of transactions, which was reflected in the overall sales of Gorenje products.

ROI increased by 230%

As a result of all the optimizations, the return on investment (ROI) increased by 230%, which indicates a significant increase in advertising efficiency and the justification of investments.

Conclusions

An integrated approach to promoting Gorenje through Google Ads has helped to significantly increase sales and improve key metrics. The division of campaigns by categories and models, the use of dynamic ads and Shopping campaigns resulted 
in a decrease in the cost per click, an increase in the average check, and an increase 
in the number of transactions. This case study demonstrates that the competent use of Google Ads tools in combination with continuous optimization can lead 
to a significant increase in ROI and effective budget management.