CABOM

Granular structure brings Cabom a real catch

Cabom hits their target with the implementation of a bullet-proof digital marketing strategy on Google Ads

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ROAS

BUSINESS MODEL

ROAS

SERVICE

Google Ads
Remarketing
Sociale Medier

TECHNOLOGY

Google MarTech Stack

COUNTIRES

Sverige

BUSINESS MODEL

ROAS

COUNTIRES

Sverige

SERVICE

Google Ads
Remarketing
Sociale Medier

TECHNOLOGY

Google MarTech Stack

ABOUT

We have, since 2018, had the pleasure of working with Cabom.se on their digital marketing strategy. Cabom.se is a Swedish webshop with a large selection of equipment for hunting, shooting, air guns and products for sports and leisure time.

Cabom has more than 5000 products in their product catalogue and they have the largest selection of air guns in Sweden. In addition to the webshop, Cabom also has a physical store in Borås.

GOALS

Create digital growth

Build a Google Ads account with granular structure

Optimize data, keywords and bidding models from a new structure

Devise a remarketing strategy across Google and social medias

Target adds to customers which have already visited the website

Domains

cabom.se

Stores

1

Products

+5000

Industry

Sports & Leisure time

CHALLENGE

When we started our collaboration with Cabom, they did not have a digital marketing strategy and did not make any use of ads on Google. Cabom needed a partner, who could show them the way and help them achieve digital growth.

Today, Iternum Digital are managing their Google Ads with a very great outcome.

It is exciting to see that our Google Ads are having such a success. We appreciate the monthly performance meetings and the dashboard from Google Dara Studio they have made, where we can easily access and have an overview of the performance and the ROAS for our Google Ads.

SOLUTION

With Cabom we started from scratch with their digital marketing strategy and Google Ads advertising. To build up an account on Google Ads from scratch with a granular structure means a lot of work.

Let us tell you more about what the granular structure is and how we have built it for Cabom.se.

At Iternum Digital, we are using a granular structure for our customers’ Google Ads accounts. Most of our customers do not have the correct structure in the Google Ads account when we start to work with them, which are leads to a lack of control, expensive clicks and low conversions.

We will always ensure that our customers are getting a granular structure in place, which means that we sometimes have to rebuild the account, or start from scratch, as we did with Cabom.

A granular structure means that we are using one keyword per adgroup, per matchtype. As you can hear, this requires a lot of work – but gives us the possibility to adjust the bids on a keyword level. In other words, we are implementing a bidding model that gives us control of the performance in a superior way, which gives our customers the best possible return on ad spend (ROAS). As Cabom.se has a wide assortment, we used over 1200 keywords to build the account.

With a granular structure, we make sure that the specific keyword is in the ad and as you can imagine, there are a lot of ads that need to be produced with this structure.

The granular structure also needs to be implemented for the Shopping ads, meaning that you will have one product group per product. Cabom has over 5000 products that need their own product group. With this structure, we have a bidding model where we can bid on the basis of cost vs. revenues on a product level, ensuring that we meet a given ROAS goal.

We have also helped Cabom to add remarketing, meaning that we can target ads to users who already visited the website or made a purchase. Those customers are often “low hanging fruit” that are easy to convert, as they already have been in contact with the brand and its products.

It is exciting to see that our Google Ads are having such a success. We appreciate the monthly performance meetings and the dashboard from Google Dara Studio they have made, where we can easily access and have an overview of the performance and the ROAS for our Google Ads.

RESULTS

When we started building the Google Ads account for Cabom, we agreed on a ROAS goal of 10, meaning that for every Swedish krona in ad spend, Cabom is getting 10 Swedish kronas back in sales.

The ROAS goal helps us optimize the data and keywords for our customers, and also serves as the goal that we shall meet.

For Cabom, we have managed to keep an average of 17 in ROAS during the 6 months we have been running the Google Ads platform for.

The Google Ads has proven to be a successful channel for us, as our ROAS has increased a lot from when we started – and has kept its good numbers throughout our cooperation. We have been very happy that Iternum Digital started a dialogue with us based on our business model and how we could make money from the digital marketing strategy that we have chosen for the Google Ads platform”.

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ROAS
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