Published by isobel.regan@dontpanicprojects.com
Published Date 04.05.2023 
As a four-person PPC Castorama team on behalf of GroupM Polska, we are extremely proud that we were shortlisted in the category “Best Low Budget Campaign (PPC)”. It reassures us that our unconventional approach to a low-budget advertising campaign, with the ultimate goal of increasing sales, was recognized as our contribution to the development of PPC. There is something special about when you are recognized as the best at something. Awards recognize the hard work and achievements and also can boost employee’s morale and motivation as it acknowledges their contribution to the company’s success.
Winning this award would solidify company’s reputation as a trustworthy brand that delivers the best quality of service. What’s more, our success can translate into increased motivation and dedication of employees from other teams within the organization, showing the way to achieve the highest goals.
We’re looking forward to celebrating our award nominations with all the other finalists at the European Search Awards and look forward to entering (and winning) more awards in 2023!
Project shortlisted for the European Search Awards: “GroupM&Castorama Getting more for less”
Castorama.pl conducts very extensive paid activities in Google to maximize the store’s sales. In order to look for additional sales for the store, there was a need to find new solutions in the search engine.
Our goal was to design campaign that would allow us to reach our target group – upper and middle funnel users who are in the research phase on issues related to construction or renovation, and direct them towards the selection of products from the Castorama portfolio. What’s more, we tried to create an action strategy that would minimize costs and maximize effects, so that the return on investment was as high as possible. Therefore, we took into account ready-made resources that had not yet been used in paid campaigns. In order to reach these users for the paid campaign, we chose the “tips and inspiration” section on the Castorama’s website, which contains inspiring articles that do not directly encourage users to buy, but show ideas and tips on how to approach topics related to construction or renovation. Another thing to consider was monitoring the SEO position of the supported articles to avoid cannibalization with the activities of Castorama’s SEO department. Therefore, we took into account only those articles that were positioned low in the search engine, at the same time containing inspirations for high-sale products.
A bit about GroupM Poland
Our organization, GroupM Poland, is on the front line to a new era of media strategy and innovation. We provide scale everywhere our clients do business. We create, integrate and scale technology-enabled services with premium partners. We are paving the ways for the media industry, developing our own tools and products in order to be always first. Our approach earns us award-winning work and helps our clients’ businesses grow. We take typical “media agency” capabilities and put them through a filter that makes our work more purposeful, intentional, transparent, and enjoyable for clients and consumers. On behalf of our agencies’ advertisers, we invest every third advertising zloty in Poland.
Our service principle is singular: when clients win, we win. Simple in structure, consistent in quality, and laser-focused on business outcomes, premium client service is our primary duty.
Our focus is in engaging the consumers that matter most to our clients’ businesses. We have a modern and precise understanding of our audiences and the value brands can bring to them. As populations and consumers transform around the world, we make advertising work better through cultural and data-based insights and sound media strategies.
As a company, we try to be the first to introduce innovations, optimizations and added value. This is evidenced by numerous awards and opinions that GroupM wins, such as “effie Awards”, “Global Media Agency of the Year 2020” according to Adweek and “Top Employer Poland” 3 times in a row (2021-2023).
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