Case study: Acomware automates campaigns for ČEZ

PPC campaigns in the search network are an important part of ČEZ* online marketing activities. And these campaigns are cutting a noticeable piecemeal investment in online advertising.

ČEZ's campaigns combine not only classic services, such as gas and electricity supplies, but also various non-commodity products. For example, photovoltaics, heat pumps, etc.

Challenge

The consulting company Acomware has been taking care of these campaigns for several years. Thanks to the importance of campaigns in the search network, Acomware began to think about significantly simplifying the management of ČEZ's campaigns, but also about improving them even more. During the time of campaign management, PPC specialists encountered several inconveniences that needed to be resolved.

Searching for the best solution

Automation is the Key

It was already clear that Acomware's steps would move towards automation. Automating search campaigns is nothing new for e-shops. They have data sources (feeds) to which many types of campaigns can be connected and relatively easily automated. However, ČEZ is a different segment and Acomware faced the task of coping even without a proper data source.

PPC Bee and Google Sheets

The combination of Google Sheets with PPC Bee met the requirements of Acomware. Google Sheet has fulfilled the function of its own data source, which is not normally available for non-ecommerce segments. This data source contained information for advertisements, keywords, etc.

The Google Sheet, therefore, serves as a flexible space in which the campaign manager has access to all the information needed to complete search campaigns. Clearly and in one place.

Thanks to Acomware, ČEZ is the first player in the energy segment to work with this solution.

In addition, Acomware uses two Google Sheets for better clarity, which are connected thanks to the common name of the campaign in both data sources.

Attributes such as campaign name, keywords, or maximum cost-per-click are defined in the main Google Sheet. The supplementary Google Sheet, on the other hand, contains attributes intended only for advertisements and destination URLs.

PPC Bee as the main tool for automation

Once the Google Sheets with data for campaigns were ready, it was time for the PPC Bee Application.

Acomware connected the data in Google Sheets to PPC Bee and directly in the application specialists prepared dynamic campaigns that work exclusively with the information in the data source.

This made it easy to set up campaigns with a clear structure, keywords, and ads. PPC Bee further distributes these created campaigns to both Google Ads and Sklik at the same time.

Results

By automating the ČEZ search network, Acomware has secured to the client the lead position in the use of PPC Bee in the energy segment on the Czech market. Acomware has solved the needs that could accelerate the further development of campaigns and, above all, more easily meet the set goals from ČEZ.

Focus on Strategy

Acomware has noticed time savings on two levels:

During the creation of new campaigns, which were implemented from new advertising accounts (Google Ads, Sklik). The old structure was replaced by a completely automated solution.
In subsequent optimization of already running campaigns, because the need for a new campaign / report or ad modification requires just a single operation from a specialist - a change of line in Google Sheet.

Specialists now devote this time to a more sophisticated evaluation of campaign performance and the preparation of other strategies.

What is next

Benefits of using PPC Bee and Google Sheet

All search campaigns are now managed in one place
Inserting new items is clear
Possibility of parallel management of campaigns of multiple PPC Specialties

*ČEZ Group is one of the leading economic entities in the Czech Republic; furthermore, it operates in Western, Central, and South-eastern Europe, where, among other things, it operates the largest onshore wind farm in Europe, with a capacity of 600 MW. The main subject of ČEZ business endeavours is generation, distribution, trading, and sale of electricity and heat; trading and sale of natural gas; provision of comprehensive energy services from the new energy sector, and coal mining. ČEZ Group is one of the ten largest energy companies in Europe, with more than 7 million customers and about 32,000 employees. Since it was established, more than 240 billion Czech crowns have been paid out to its shareholders in the form of dividends.

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