Acomware improved the quality of ČEZ Group Search campaigns thanks to the automation
The Acomware agency faced the challenge of significantly simplifying and at the same time improving and streamlining search network campaigns for its client ČEZ Group. Automation proved to be a logical approach.
ČEZ Group is one of the leading economic entities in the Czech Republic; furthermore, it operates in Western, Central, and South-eastern Europe, where, among other things, it operates the largest onshore wind farm in Europe, with a capacity of 600 MW. The main subject of ČEZ business endeavours is generation, distribution, trading, and sale of electricity and heat; trading and sale of natural gas; provision of comprehensive energy services from the new energy sector, and coal mining. ČEZ Group is one of the ten largest energy companies in Europe, with more than 7 million customers and about 32,000 employees. Since it was established, more than 240 billion Czech crowns have been paid out to its shareholders in the form of dividends. [https://www.cez.cz/en/cez-group/about-cez]
PPC campaigns in the search network are an important part of ČEZ's online marketing activities provided by Acomware. And these campaigns are cutting a noticeable piecemeal investment in online advertising.
ČEZ's campaigns combine not only classic services, such as gas and electricity supplies, but also various non-commodity products. For example, photovoltaics, heat pumps, etc.
Use of Google Sheets
In comparison with the classic e-shops, that have available data sources, the question arose at ČEZ how to deal with automation even without a proper feed. The combination of Google Sheets and PPC Bee met the requirements of Acomware.
Google Sheet, containing information for advertisements, keywords, etc. in this case replaces its own data source, which is not commonly available for entities outside the e-commerce field. Thanks to this solution, the campaign manager has access to all the necessary information for creating search campaigns. Clearly and in one place.
Google Sheets structure
For better clarity, Acomware chose two Google Sheets linked by the common name of the campaign.
The main Google Sheet defines attributes such as campaign name, keywords, or maximum cost-per-click.
The additional Google Sheet works with attributes specified only for ads and destination URLs.
PPC Bee Intervention
Once all the data was entered into Google Sheets, it was PPC Bee's turn. Acomware added its Google Sheets and the specialists were thus able to create dynamic campaigns working exclusively with the information that Google Sheets contains.
Thanks to this action, campaigns with a clear structure, selected keywords and ads could be created in PPC Bee and further distributed directly to GoogleAds and Sklik.
Results
By automating the search network, Acomware secured to ČEZ the leadership in the use of PPC Bee in the energy segment on the Czech market. Acomware has solved the needs that could accelerate the further development of campaigns and, above all, more easily meet CEZ's set goals.
Strategy first
Automation saved specialists the time they would have spent manually setting up campaigns without this solution. Specialists now devote this time to a more sophisticated evaluation of campaign performance and the preparation of other strategies.
Where has Acomware seen the most significant time savings?
During the creation of new campaigns, that were implemented from new advertising accounts (Google Ads, Sklik). The old structure was replaced by a completely automated solution.
Subsequent optimization of already running campaigns, as the need for a new campaign / report or editing of advertisements now requires a single operation from a specialist - changing the line in Google Sheet.
Benefits of using Google Sheets and PPC Bee
All search campaigns are now managed in one place
Inserting new items is clear
Possibility of parallel management of campaigns by multiple PPC Specialists
More time for the strategy itself and the fulfillment of the set goals
In the past, PPC Bee automatically changed your capitalized words. Because of them your ads can be rejected (primarily by AdWords). There are, however, several clients whose brand name is comprised of uppercase letters, and there was no way for them to keep this in their ads. Thus we have decided to meet their needs and now we have enabled capitalized words in ads.
