In August 2014, 7thingsmedia sought and won the exclusive digital media account of Nigerian e-tailer Konga.com, the Amazon.com of Africa. In an emerging market, the agency was tasked with driving an aggressive acquisition strategy through organic and paid search, helping Konga.com to dominate the marketplace. 7thingsmedia discuss the work
Strategy
PPC
7thingsmedia’s PPC team aligned the campaign with Konga.com’s demand for growth. Evidence of the scale can be seen in the results of Konga.com’s November Yakata promotion, based on Black Friday sales, where meticulous planning led to 670 per cent increase in new buyers. Fifty-three per cent of sales came from mobile devices and the campaign trended on social media for 72 hours.
Konga.com saw a record breaking 1440 per cent year-on-year increase in online revenue and, across the two days of Yakata, they sold 500 per cent more items than they did in the whole of 2012.
SEO
Alongside paid activity, the agency ensured a sustainable digital strategy with a comprehensive SEO plan which would allow them to cost-effectively dominate the SERPs.
Paving the way for ecommerce businesses in Nigeria, the agency initially embarked on a thorough customer-centric behaviour analysis. Data analysis formulated the overarching search strategy. This meant first identifying the types of ecommerce shoppers using the site, focusing all optimisation to appeal to their method of product researching and buying.
Mobile
With a high mobile penetration in Nigeria, a comprehensive mobile strategy was needed. Concise mobile-specific ad copy was built to ensure a full display on smaller devices.
Execution
PPC
Understanding the high mobile penetration in Nigeria, 7thingsmedia looked to optimise for mobile devices, increasing transactions by an impressive 1,361 per cent. To encourage mobile app installs, 7thingsmedia targeted paid ads to recently activated devices which might have a high propensity to download apps. This led to thousands of downloads in the first month, exceeding the target by 396 per cent at a cost-per-install of 66 per cent lower than the target.
Whilst spending approximately half a million per month on media, money hasn’t been spent recklessly. The above growth advertising has increased ROI by 275 per cent.
SEO
With the brand’s relentless growth, 7thingsmedia immediately set best-practice SEO techniques across the full marketing team to ensure all channels naturally worked towards the collective goal of increasing traffic, orders and ultimately revenue.
Using innovative and advanced SEO tactics has ensured traffic from organic generic keywords has increased from 14 per cent to 39 per cent, whilst organic search traffic has increased by an impressive 232 per cent year- on-year in just 21 weeks.
Results
PPC
Both traffic and revenue increased significantly in the period since 7thingsmedia started management, from August 2014 to January 2015, in comparison to the same period in 2013.
• PPC traffic for the period increased by 121 per cent year on year
• Revenue improved by a huge 317 per cent in the same period, proving an improvement in quality of traffic
• Cost-per-acquisition fell by 55 per cent, proving that replacing existing traffic with more relevant keyword coverage has been a successful strategy
• Traffic driven from Dynamic Search Ad campaigns grew 1,476 per cent whilst revenue soared by 5,997 per cent
• Mobile traffic grew by 157 per cent year-on-year, whilst transactions grew by a huge 1,107 per cent
Black Friday Promotion
Continued optimisation in the first half of the agency’s management led to a 670 per cent increase in new buyers during the two-day Yakata campaign.
• Fifty-three per cent of sales were made via mobile devices
• Revenue increased by 1440 per cent year on year
• Konga.com sold five hundred per cent more items than in 2012
SEO
In line with the objectives, within 21 weeks of 7thingsmedia obtaining Konga.com’s account, the following results were recorded:
• Traffic increased by 232 per cent year on year
• Revenue increased by 451 per cent year on year
• Orders increased by 430 per cent year on year
As part of the on-going on-site improvements, critical on-page metrics have also improved: bounce rate has improved 77 per cent; pages per session have improved 96 per cent; conversion rate has improved 94 per cent.
Mobile
Mobile SEO has increased by 110 per cent whilst revenue has increased by 571 per cent.