The Challenge
With clients in over 16 countries, Twenga provides online advertising solutions specifically for e-commerce businesses. Its client, Joom, needed to increase visibility in a competitive e-commerce landscape while improving the quality of traffic directed to its platform. Shopping ads by Google was an excellent channel for new buyer acquisition and brand awareness improvement, however cost efficiency was crucial for Joom, which had strict ROI targets for each region and wanted to balance cost-per-click (CPC) with ROI.
The Approach
Twenga implemented a dual CSS strategy. It created a dedicated infrastructure that optimized bidding strategies complementing Joom’s own. This allowed Joom to effectively participate in more competitive auctions. Twenga also restructured Joom’s product feed with multiple variants so the strategy could be diversified with distinct approaches in separate regions and for different product segments.
The Results
With this strategy, Twenga expanded Joom’s offering to three new regions, for a total of eight markets. Year over year, gross merchandise value (GMV) increased by 122% and, after traffic had doubled, average order value (AOV) increased by 25% while conversion rate slightly increased by 0.5pp.
We’ve been working with Twenga CSS for the last four years. Year after year, they’ve consistently grown our GMV while keeping our ROI on track. We’re happy with our close collaboration and the way they flexibly adapt to our business needs.Dmitry Panteleev, Head of Digital marketing / Data engineer