Case Study Kalis How we backed out of high PNO in record time

Stabilizing the cost-to-revenue ratio is not easy. And what if you want to reduce it! For little money, a lot of music – that's how you can describe the ideal state when the cost-to-revenue ratio decreases and revenues rise. In the case of Kalis, we managed to achieve this in an extremely short time. Already after the first months of cooperation, we parked the high cost-to-revenue ratio in the garage and set off in the right direction.

The company Kalis s.r.o. approached us based on their affinity for the one-stop-shop concept and the way ui42 achieves skyrocketing results for its clients. The task was clear. Fine-tune online advertising in individual projects in the segment of parking cameras and children's accessories/toys for proper development, especially from the perspective of performance marketing. Our main goal was to define the reduction of the cost-to-revenue ratio. 

We Cleaned Up Our Data

Because data is the most important thing. To get performance marketing to better numbers, we initiated a big cleanup in Analytics accounts across all projects. We merged GTM containers, added primary and secondary conversions, set up enhanced conversions in GA4 (Enhanced conversions), and more. 

We Determined a Key Metric

Kalis came to us with several projects on the domains www.cuvaciekamery.sk, www.parkovaci-kamera.cz, www.vestys.hu, www.vestys.ro and www.joybex.sk, and after starting the cooperation, they added mutations www.vestys.at and www.vestys.de. To be able to track the achieved results, we determined a basic metric for evaluating the cooperation, which in this case was the share of costs in turnover.

We Increased ROAS on Reversing Camera Projects 

An interesting starting point was that the client had previously reinvested all revenue generated through PPC advertising back into advertising. However, thanks to a well-thought-out strategy, we managed to achieve better or at least comparable results even with reduced advertising costs. To achieve maximum campaign performance for the Reversing Camera projects sk/cz/hu/ro, we reallocated budgets among them to increase ROAS. Once it reached the expected level, we increased ROAS again. Additionally, we optimized the campaign texts with new keywords from dynamic ads into search campaigns.

We Increased Revenue for Joybex.sk

Within the individual language versions for the educational toys project Joybex, we incorporated new products into the campaigns. We set optimal targeting, audiences, interests, etc. In addition, we created new descriptions for new product categories and launched targeted search campaigns. The result is an increase in revenue for the Slovak domain and improved results (Impression Share, Top of page rate, and Abs. Top of page rate) for the Czech domain in a month-on-month comparison.

Kalis is a company behind the e-shops www.cuvaciekamery.sk, www.parkovaci-kamera.cz, www.vestys.hu (and its variations in multiple markets) and also www.joybex.sk. In the niche segment of display technology (reversing cameras, monitors, etc.), Kalis is quickly reaching the top ranks in e-commerce not only thanks to quality products and their configuration but also due to a well-set performance marketing mix, currently in the hands of ui42.