The challenge
Rising SEA effort as complexity grew.
Peter Hahn, part of the TriStyle Group, delights a style- and fashion-conscious audience season after season. Back in 2016 the company built its own SEA campaign-management tool to reach users with a granular keyword structure and precisely tailored ads and landing pages.
As Google Ads evolved, with constantly changing ad formats and match types, the manual effort grew sharply. The digital subsidiary Customerce wanted to raise the level of automation without losing detail or control over granular campaign steering.
They were looking for a partner to support the campaign-management strategy, enable a simple setup, ensure the build-out of international search accounts, and do all of it while staying fully verifiable. The choice was adSoul.
Our approach
Same starting point, a fair A/B comparison.
Instead of gut feeling, a verifiable setup mattered. adSoul went head to head against the existing Customerce setup in a direct A/B test, same keywords, same starting point. The building blocks:
- 01
Automated keyword upload
New keywords are sorted automatically into a granular campaign and ad-group structure via bulk upload, with a match-type split through the Google Ads API.
- 02
Ad copy from templates
ETAs and RSAs are generated automatically from self-built templates and matched perfectly to the search query.
- 03
Landing Page Service
The Landing Page Service determines the right target page per keyword automatically and links to the optimal page in the shop.
- 04
Clean A/B test
Three months, a 50/50 traffic split by federal state, with a learning phase and group swap, measured against predefined uplift models.
- high manual upkeep effort
- export via the Google Ads Editor
- detail only achievable with heavy effort
- laborious adaptation to Google changes
- less time for strategy
- bulk upload via the Google Ads API
- granular structure with match-type split
- more detail with less effort
- fast adaptation to Google changes
- around ten person-days per month freed up
The results
50% faster, 9% cheaper, +12% conversion rate.
In the A/B test, adSoul booked around a thousand keywords for three Peter Hahn brands and was at least 50% faster than the existing setup, at a higher level of detail. In the preparation phase, 35 minutes dropped to 18, and ad and landing-page adjustments from 25 to 8.
On cost, adSoul reached minus 9 percent, beating the best-case expectation of 7 percent. The conversion rate came in at plus 12 percent, far above the progressive target model. For Customerce that equals around ten person-days saved per month, now flowing into strategy.
adSoul gives us the solution for combining granularity and automation in our campaign structures. Previous manual effort is reduced, and the freed-up capacity is used for better strategic decisions. In times of automation and large data volumes, adSoul also helps us not to lose control over granular campaign steering.
What came next
Bring on the next season.
Expectations were met and in part exceeded; the investment pays for itself within the first year of use. A monthly order uplift of four and a half percent reinforces the effect. adSoul's use is being expanded across the TriStyle Group, to further countries, languages and activities.
