Groei in B2B e-commerce voor DYKA

Building visibility and consideration

In the See phase, campaigns ran across Facebook, LinkedIn, and Display, focusing on brand and product awareness. These campaigns were divided into three main types:

• General DYKA campaigns targeting self-employed professionals (ZZPs) and SMEs
• Product-specific campaigns, such as those for the in-house developed PVC90 pipe
• Thematic campaigns tied to seasons, like the rainwater campaign in September

Each campaign had a tailored media plan with KPIs for reach, impressions, and sessions. Depending on the objective, micro-conversions were also used, such as whitepaper downloads.

In the Do phase, the target audience was reached through branded organic content, search ads, and product retargeting. The search campaigns were restructured to align with the See and Think phases. This restructuring had two main goals:

• Consolidate branded campaigns into a single campaign. This improved the effectiveness of automated bidding strategies. Thanks to a better structure and use of impression share targeting, branded campaigns delivered maximum conversions. Branded campaigns were essential, as competitors (and resellers) also advertised DYKA products.
• Expand non-branded campaigns to drive new account creation. For each product category, we assessed which customer segments would be the best fit.

Within this updated structure, extra focus was placed on three key elements: Ad copy, audience targeting, bidding by time of day – to match order behavior (ZZPs and smaller SMEs tend to order in the evening, while larger SMEs and companies order during the day).