Gross profit increased by 45% YoY

We have partnered with Spektrumshop for many years. The much-discussed ‘low-hanging fruit’ was tackled long ago. The technical setup, including server-side tracking, profit tracking and optimisation, has also been thoroughly addressed. Thanks to ongoing SEO efforts, Spektrumshop is a prominent presence for relevant keywords.

Despite a strong starting point, the foundation of our collaboration remains unchanged: trust and value creation. And the goal? Growth.

Revisiting SEO fundamentals

Together with Spektrumshop, we have worked on SEO over many years, achieving strong rankings and results. Instead of chasing the latest SEO trends, we saw the potential in revisiting our previous work.

This was prompted by a growing product range, natural changes in search patterns and behaviour, and, not least, the significant added value of not just ranking on page 1 (or in the top 3), but being number 1.

In broad terms, our approach was as follows:

1. Restructuring the webshop based on keyword analysis
2. Revisiting and optimising existing category pages according to the latest SEO best practices.
3. Adding new categories based on newly identified opportunities.
4. Streamlining the internal linking structure using topic clusters.

The results of these efforts are clear and continue to show in the data. A look at Google Analytics 4 reveals a 26% increase in organic revenue and an equal 26% increase in conversion rate from organic traffic.

Dynamic profit scaling on Google Ads

Since 2022, we have tracked profit/POAS and used these insights in our ongoing Google Ads account management. This is almost a must-have for most ambitious webshops.

Despite strong results, the data showed that our account structure did not allow us to maximise its full potential. The Google Ads account was structured around the website, meaning product allocation to campaigns was dictated by site structure. As a result, we did not have full control over how spend was allocated at the product level when scaling up.

The solution had to meet two main criteria:

1. We needed control over budget allocation, so we could scale spend on profitable products rather than just profitable campaigns.
2. The setup had to be dynamic, so that increased gains were not offset by higher management needs.

We therefore utilised a new feature in ProfitMetrics, which allowed us to dynamically assign labels to products based on conversions and profitability.

This enabled us to restructure our Google Ads setup to focus on product profitability rather than product category.

At the same time, we ensured that non-profitable products are automatically allocated a budget, creating a feedback loop that accounts for seasonal fluctuations and changes in demand for individual products.