Klarna Case - Google AdWords & Conversion Optimization

Klarna


Google AdWords & Conversion Optimization

Growth from Google AdWords

BACKGROUND

Klarna provides smart payment solutions for online retailers with the goal of becoming the world’s go to provider for online payments. Today, the company is one of Europe’s fastest growing businesses with about 25 million end-consumers and 45 000 sales merchants using its products. Klarna Group has about 1100 employees and are active in 16 different countries. Klarna hired Precis in September 2013 to lead an holistic approach of their search advertising on all markets.

RESULTS

During the first 10 months, Precis Digital increased the average amount of leads per month by 500% while decreasing the cost per lead by 80%. These results ranged across all markets, and in the two largest ones, Sweden and Germany, the increase per lead was 325% and 1500% with a cost reduction of 73% and 93% respectively.

SUCCESS FACTORS

  • We performed a total reconstruction and transitioned all markets to separate AdWords accounts, with a subsequent restructure analysis based on search behaviour for all individual markets. The restructure made it easier for us to gather data and take action on insights derived from it. This also gave us a more stringent focus and optimization flow.
  • One of the most important factors in the process was A/B-testing of landing pages, banners, search terms as well as new features from Google. This resulted in significant improvements: During the period CTR increased with 86% which, together with new banner copy and landing pages, improved results and decreased the PPC with 33%, which in turn lead to positive outcomes and higher profitability.
+500%
LEADS
-80%
COST PER LEAD

HELEN VON BAHR - Senior Manager Digital Channels

Our cooperation has worked very well and frictionless. They are communicative, listen, and are very competent. It's not just a lot of talk, they make it happen.

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