About the Client

Our client is a big European e-commerce company specializing in branded products to improve and maintain their core systems. These products solve various challenges, from order handling and campaign management to web content management.

So far, we have completed a series of successful projects increasing the client’s system’s interactivity and performance. In this case study, you will discover how we improved their campaign management efficiency. 

Business Challenges

Due to challenges in planning, executing, and tracking online marketing campaigns, our client decided to customize, decentralize, and automate ad management. 

They were overwhelmed by keeping track of a lot of campaigns and thousands of products (SKUs). Ultimately, they needed a tool capable of not only streamlining operations but also stimulating business growth. Many tools on the market assist in campaign management, but so far, custom software solutions have proven to be the most effective in the long run. Therefore, Logik Labs’ experts were contacted to create custom but automated rule-based marketing software. 

Let us demonstrate what the automated rule-based feature does. It triggers the system to act according to the client’s predefined rules. For instance, when a campaign’s CTR (Click-Through Rate) drops below a specified target (e.g., 2%), the rule automatically pauses the campaign or executes another specified action. This is just one benefit of this app. 

Read the other requirements to understand all the challenges:

• Making ads in various formats such as text, pictures, or videos.
• Monitoring ad performance (CRs, CTRs, CPAs, and other relevant metrics). 
• Integrating Google Ads and Facebook Ads into the application. 
• CRUD (Create, Read, Update, Delete) operations over campaigns for multiple products, shops, and countries.
• Tracking campaign performance in real-time.  

Sounds interesting? Find out more in the case study below

Solutions and Values We Delivered

Our client faced significant competition in the marketplace and decided to stand out from the crowd by collaborating with our agency. Together, we agreed to initiate a long-term partnership and develop scalable solutions that can be enhanced with new functionalities at any time. 

The first project in our partnership was the campaign management software called AdVantage. It assists marketers in attracting the right audience, converting visitors into customers, and running marketing campaigns. 

Ad Management Panel

People are often not interested in ads unless they are both creative and valuable. Therefore, marketers find themselves struggling to capture people’s attention due to the interruptive nature of ads. To make creative ads, our team provided the marketers with the right features. Instead of wasting their time navigating through complex options, they can use the new user-friendly ad management panel. It enables them to design creative ads and sell more products. It does not require any developer experience, making it accessible to non-technical users. 

Upon logging into their accounts, panel users can easily create ads by clicking the ‘Create Ad’ button. Other CRUD functionalities are available, as well. The application lists all the existing ads in a grid view, with each ad displayed as a card. Each card shows the ad title, preview (text, image, or video), and status (active or inactive). 

However, the most exciting part of the application lies in its ability to track ad performance. Users have the option to view analytics for each ad through a line chart showing the performance over time. In addition to traditional ad metrics like impressions and clicks, the chart also displays metrics such as CPA (Cost Per Action), CR (Conversion Rate), and CTR (Click-Through Rate). Similarly, a pie chart provides an overview of these metrics for all ads.

Campaign Management Panel

Our client had difficulties managing their advertising campaigns effectively. They used different tools to achieve their goals and desired to consolidate all functionalities into one platform. In other words, they wanted a new centralized panel for tracking, editing, and launching campaigns. The campaign management panel allows participants to set up campaigns, list campaigns, and analyze their performances. When it comes to tracking campaign performance, our client is provided with various features that enable monitoring for multiple products, shops, and countries, all from one convenient location.

All data is positioned in a table where each column contains the following indicators:

• Campaign Name
• Ad Spend
• Running Time
• Country
• Target Audience
• Number of Impressions
• Number of Clicks
• CTR (Click-Through Rate)
• Conversion Rate
• CPA (Cost Per Action)
• Profit/Loss
• Status (Active/Paused/Ended)

Data pulled from Google Ads and Facebook Ads is distributed into the appropriate column and cell so that our client has relevant data for each campaign at any given time. 

Automated Rules Panel

When launching a business or expanding it to a new market, entrepreneurs, along with their employees, often find themselves performing many repetitive and time-consuming tasks. This is exactly where custom marketing automation solutions showcase their potential. To avoid wasting time on repetitive tasks, our client automated their ad campaign management process. However, they maintained a level of autonomy over the processes by setting up a marketing automation workflow. What does this mean? 

The marketing automation workflow operates based on conditions, actions, and triggers. The platform participants set manual rules (conditions) and the system’s responses (actions). When a customer triggers a specific rule, the automation workflow is activated, and the action is executed.

We have already provided an example earlier in the case study where the system pauses campaigns with CTR below a certain threshold. However, other conditions can be used to direct the system to activate the pause function:

• Spending is too high, and profits are low. 
• Purchases are good but CPA is too high.
• Huge backorders and non-delivered products.

  The automation rules panel brings options to create, edit, and delete rules. After clicking the “Create Rule” button, users are prompted to specify the rule’s name and configuration.  

Benefits

The inability to stimulate business growth pushed our client to explore innovative solutions. Thanks to our marketing automation tool, new opportunities have been unlocked. Both technical and non-technical users can input instruction rules into the system, thereby enhancing its efficiency. As a result, the business operates more effectively in every country and across online channels.

Let us translate everything we said above into numbers. 

Significant Increase in Conversion Rate

Over the last three years, our client has systematically optimized every aspect of the business using our innovative solution. The conversion rate increased significantly due to fact budgets could be allocated on more profitable ads and campaigns

Revenue Boost of 150%

The process of scaling an e-commerce business is challenging, but it is something entrepreneurs have to do to increase their revenues. Very soon after the smart rule-based system implementation, our client experienced significant benefits – revenues exploded, tool allowed them to scale without their usual limitations

 

Conclusion

In conclusion, this collaboration with our partner has been extraordinary. Once again, we found satisfaction in observing how automated solutions can effectively solve various business challenges.

The marketing tasks associated with planning, executing, and tracking campaigns were elevated to a higher level. The software helped the client streamline the entire process by getting the most out of the rule-based automation feature. The easy-to-use interface encouraged the platform participants to design creative ads in various formats and monitor their performance.

Undoubtedly, marketing automation saves time and money by minimizing manual and repetitive tasks. The team at Logik Labs is enthusiastic about automating other businesses and making them more efficient.