We are certified professionals with a focus on performance marketing. We offer professional tailor-made solutions for each client. No business segment is an obstacle for us. We approach each client individually and we always try to get under the skin of their target customer. We are based in Bratislava, but our clients come from all over Slovakia.

Our CSS program is already being used by various agencies from all around the EU. Here in Slovakia, the marketing hub is the city of Bratislava, and today we would like to bring you an interview with a marketing agency directly from this hub, with which we have been collaborating from the very beginning.

In order to show you what does it look like in a marketing agency, I will be conducting this interview with Peter Učník. Peter is one of the founders of the marketing agency Digital Boom and he will tell us a story about how the agency was founded, how it developed, what does it look like today, and how the partnership arose between us.

Greetings Mr. Učník, I would like to start with some introductory information about the agency, so when and where was Digital Boom established?

Thank you for the opportunity Mr. Ďurica. If I have to look at the establishment of our agency from a professional point of view, the beginnings of the Digital Boom began during my employment at my previous online marketing agency, where I worked as the head of the online marketing team for the Bratislava branch. During my employment, I met a great person and a skilled PPC specialist Michal Borsík. Digital Boom was established about a year after leaving the agency, where with a beer in our hands, Michal Borsík and I agreed that it would be a good idea to stop freelancing and start making things more comprehensive and have a partner you can count on, whether professionally or as a friend.

Each beginning has a different story. I would like to know what the beginnings of agency work looked like for you. How many employees did you have in the beginning?

For the first few months, only the two of us operated within the agency. We started the agency together, with a sufficient time reserve that could be used for the client acquisition. At the start, we did not need any helping hand or extra workforce. We were freelancers so our previous job was performance marketing, sales, and account manager all in one. This was and is also our strength, which in the beginning saved us a relatively large amount of fixed costs.

That is great to hear! Not every marketing agency does everything. Are you open to options or are you specific to certain e-shop segments?

If I take a look at our current clients in terms of business segmentation, we really don’t have any and we would like to help anyone struggling with advertisement. It was never a problem to achieve great results whether it is for e-shop with children’s toys, cosmetics, or even real-estate and accounting companies. In conclusion, when we take a look at online marketing data, the segment of the business is irrelevant. Numbers never lie, whether you work with toys or real estate. The only thing that could be a problem for some PPC specialists is the creativity and empathy for the target audience of the segment. This was never an issue for us since for now, we never encountered a business segment where we would explicitly have a problem identifying the target audience and creating and implementing a functional online marketing strategy.

Overall, the year 2020 was a difficult year due to the pandemic. How has this affected your agency?

In the past year, companies that have long fought against online marketing had to adapt and start advertising. We think that year 2020 helped the whole online marketing space. For us, it brought both positives and negatives. Of course, the number of our clients increased drastically as they came to us by themselves and we had no need for any kind of sales activities within the agency. From a personnel growth point of view, we were not able to achieve our goals, which we set at the beginning of the year 2020. Unfortunately, at the beginning of the pandemic, we were slightly skeptical and the 1st lockdown didn’t help that at all. For a while, we stopped the recruitment of new people, as we were slightly concerned about training new “juniors” from home. During the second wave, we already had the experience where we were convinced that work and training from home doesn’t have to be an obstacle. However, the fact is that the initial training of new people should take place in the office because if you have the person next to you, the whole learning curve is just easier to work through.

Certainly, your clients were afraid that the results would be weak. How did they react to the development of advertising during Covid-19?

You’re right, several clients at the beginning of the first wave of the pandemic began to reduce or even completely stop their online advertising activities. We were thinking rationally and we were convinced that sales for e-shops would go up and services would have some problems. Our happiness lies in the fact that at the moment, e-shops accounted for 80% of all our clients offered for e-shop clients so we never stopped working. Gradually increased budgets about 2 months after the start of the pandemic for most clients and when they saw the increase in sales they never doubted us again.

I know you specialize in Google advertising, there to tell us briefly what is a must-have when advertising in Google Ads?

From the point of view of e-shop campaigns, it is now mandatory to have an ornate XML product feed containing a maximum of relevant parameters. Also, having smart shopping campaigns is a great way to start the advertisement since they are able to make the most of the Google Ads advertising system with sufficient data. Another essential element for e-shops is where are the products being sold are how are they being searched for on Google. Are people searching at the level of the product names themselves? If yes, the campaigns should be automated. That allows us to create keywords from product names and display ads at the level of the products themselves, where in many cases the e-shop can have up to 100,000 products and we can have them all covered effectively.

Do you use shopping ads for all clients, or do you have clients for whom text ads work better than shopping ads?

We always use shopping campaigns for all clients who work on the principle of e-shop. As I mentioned, it’s an effective way to show specific products from relevant search terms. For clients with a higher advertising budget within Google Ads, we always test smart campaigns for purchases that only work with more data. In most cases, smart shopping campaigns work better for us than default shopping campaigns. While this allows for greater optimization oversight, Google’s smart algorithms are still improving, and smart shopping campaigns are indeed able to find the right user in the right place at the right time, which is also reflected in performance and ROAS.

We started working with you in March 2020. How did you come to the conclusion that the CSS program would be an advantage for your clients?

At first, we were skeptical of the program. Some initial case studies, which may not have been conducted entirely professionally, stated that while the CSS program attracted more customers, these customers did not complete the conversions as expected. The problem with these case studies was that the results were compared year-on-year from a time when there was no crisis and the market was different. Over time, more and more information began to emerge about the real increase in the performance of shopping campaigns that were using CSS programs. We started registering a competition in search engines that had its shopping campaigns included in CSS programs with other partners. Therefore, we decided not to rest on our laurels and use the offered CSS Shopping in EU service.

Why did you choose us as your CSS partner?

As a partner agency, we were offered a lower amount for our clients to use the program, which might I add, was already one of the lowest in the region. And as a bonus for our clients who use the PPC automation tool BlueWinston, this program was activated completely free of charge. These were two sales arguments that have convinced us to work with you.

Are you satisfied with our communication and support?

Activating the program for clients is really simple and intuitive. All you have to do is request a connection to the CSS program. You always respond promptly to our request and the service is activated within 48 hours. We have nothing to complain about, communication and speed of response on your part is always great.

Finally, what would you recommend to e-shops that are afraid to advertise on Google?

Every company owner should ask the question of what they expect from their business. Do you want to stagnate or do you want to move forward? Do you want to start developing your online marketing activities? As we have seen over the last year through the Covid crisis, being online is simply necessary. Every company that wants to move forward should operate in an online environment, and in most cases, smaller or new companies have no chance of overtaking established businesses in organic free Google search. That’s why Google offers paid advertising to help companies that don’t appear on top of unpaid Google search results immediately.