The Objective
As a leading Colombian retailer specializing in technology and home appliances, Kalley has built a strong reputation for providing high-quality products at affordable prices.
In an increasingly competitive digital landscape, Kalley recognized the need to enhance its online presence and drive further sales growth. Partnering with Aleph, a global leader in digital advertising, Kalley embarked on a mission to amplify its digital marketing impact. The objective was clear: not only to drive incremental sales and expand their online reach but also to maximize the efficiency of their advertising spend and achieve a strong return on investment (ROAS) by effectively engaging potential customers online.
The Results
The implementation of innovative solutions and ongoing optimizations alongside Aleph’s strategic input resulted in impressive performance, significantly impacting Kalley's KPIs:
ROAS surged from 12X to an impressive 20X in Q1 2024, demonstrating the effectiveness of the strategies in driving profitable returns.
CPCs and CPAs showed consistent decline throughout Q1 2024, highlighting the efficiency gains achieved through continuous optimization.
Average order value increased by 53.2% compared to other search platforms, indicating the platform's ability to attract higher-value customers.
Website engagement metrics showed substantial improvement, with a 14% increase in the number of visited pages and a 24% increase in session duration, underscoring the success of the campaign in capturing and retaining user interest.
The Strategy
Aleph implemented a comprehensive Microsoft Advertising strategy for Kalley, leveraging:
Performance Max (PMAX) Campaigns: To reach a broader audience and drive conversions across Microsoft's network.
Search Campaigns: To capture high-intent users actively searching for products offered by Kalley.
Continuous Optimization: Aleph employed machine learning and automation tools to optimize campaigns, ensuring peak performance and efficient budget allocation.
"Microsoft's product adoption has brought us unexpected results, comparing to other search engines and even surpassing them in several key metrics. With these positive results, it is a platform that we will maintain in our strategy to accomplish more goals in the future."
Key Takeaway
This success story demonstrates the power of Microsoft Advertising in driving significant business outcomes for retailers. By leveraging a combination of innovative campaign types, advanced optimization techniques, and a platform with strong reach, Kalley achieved remarkable results, solidifying its position in the competitive Colombian market.