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Cases / SatanaGoogle Ads · Several years

4,600 products,
four countries.

Malthe ran Satana's Google Ads for several years. Denmark and Satana.dk were the main market, and the ads also ran in Sweden, Norway and Germany.

With more than 4,600 products and four markets, the account needs a clear structure and constant prioritising. Here we show the technical side of that work.

See the technical side
Satana / Webshop

One webshop,
many kinds of purchase.

Home, lighting, clothing and pets.
Each category has its own demand.

String lights from Satana
LightingString lights
Slippers from Satana
Clothing and shoesSlippers
Cat caves from Satana
PetsCat caves
4.600+Products in the range
4 marketsDenmark as the main market
Several yearsMalthe owned the whole Google Ads channel
The technical side

A big range needs
an account you can read.

The more products, the harder the account is to read. Here are three principles behind the kind of work Malthe was responsible for.

01 / 03

Split the account by the business.

A string light and a massage chair aren't bought the same way. Category, demand and product economics tell you more than one average for the whole range.

Range → Categories
String lightsString lights
Product groupLighting
SlippersSlippers
Product groupClothing and shoes
Cat cavesCat caves
Product groupPets
Each product group is judged on its own.
The drawings show principles · Not Satana's account
Four markets
lyskæde til haven
String lights from Satana
Belysning · Udendørs

Lys til de lange aftener.

Se udvalget
Danish search intentDKK
LanguageDanish
MarketDenmark
AssessmentLocal relevance

Localisation example · Not an ad that actually ran

The markets

A new market
needs its own judgement.

Denmark was the main market, and the ads also ran in Sweden, Norway and Germany. Each market has its own language, currency and competition.

A Danish average doesn't tell you what the Swedish, Norwegian or German market can carry. So we judge the numbers market by market.

Behind the numbers

The account total hides
three differences.

Google Ads squeezes many kinds of purchase into a few metrics. Three distinctions matter if you want to know what the numbers actually say.

01

Brand and generic searches

A search for “Satana” starts somewhere else than “string lights for the garden”. Mix the two, and lots of brand searches can make the account look better than the new customers justify.

02

Revenue and profit

ROAS is revenue divided by ad spend. It says nothing about contribution margin. Cost of goods, returns and other variable costs change which sales are worth paying more for.

03

Click date and conversion lag

Some people buy right away, others come back later. So the last few days of data are often incomplete. We wait out the lag from click to purchase before a short-term change is allowed to move the budget.

Your Google Ads

Shall we look
at your account?

We start with your business and budget, and then tell you honestly where we'd begin.

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