100% order tracking and an optimized Google Ads strategy have resulted in 55% more conversions.

After more than 40 years in the industry, Special-Butikken, with a vast range of products for both B2B and B2C, has undergone a significant digital transformation. With over 100,000 products, from outdoor clothing to specialized products for agriculture and industry, they have strengthened their online presence. A digital strategy focused on 100% order tracking, optimized Google Ads campaigns, and increased visibility has led to substantial growth in both revenue and conversions.

Effective solutions for both private and business customers

Special-Butikken serves both private customers and large companies in sectors like offshore and manufacturing. For business customers, the focus is on tailored solutions, ensuring they can find everything from safety equipment to everyday consumables, while private customers can find everything from pest control to outdoor clothing.

Special-Butikken’s digital strategy therefore includes extensive use of Google Ads, with a combination of Performance Max campaigns, dynamic remarketing, and Search, ensuring the right products reach the right customers. By optimizing product visibility in Google Shopping, including made-to-order items, the company has improved access to a broader selection of products online.

Together with continuous improvements to landing pages, this has led to increased visibility and growth in both conversions and revenue.

Advanced tracking and optimized campaign structure

To ensure precise measurement of customer behavior, Special-Butikken has chosen to implement server-side tracking, providing 100% accurate data collection. This choice was made because server-side tracking offers greater security and reliability compared to traditional client-side tracking, allowing for a more strategic optimization of Google Ads campaigns.

This means that all interactions across devices and platforms are tracked without data fluctuations—crucial for the ongoing optimization of the Google Ads strategy.

To ensure an efficient setup and development process, Special-Butikken selected a Performance Max (P-Max) campaign structure combined with dynamic remarketing. This combination leverages P-Max’s automation to optimize performance across all Google channels, while specific search campaigns and remarketing are targeted at customers in different stages of the purchasing journey.

By focusing on high-demand products and adjusting campaigns based on tracking data, the company can now quickly adjust efforts to ensure maximum return on investment.

Continuous adjustments to product visibility in Google Shopping, especially for made-to-order items, have been a key part of the optimization strategy. These adjustments have made it easier to find and purchase products online, resulting in both a higher conversion rate and increased revenue.

From March to August 2024 compared to the same period last year, the results have been overwhelmingly positive:

ROAS: around 8
Spend: +39%
Conversions: +55%
Revenue: +39%
Conversion Rate: around 25%

Citat-ikon-hvid

It feels just like home at MCB. Here, you always feel welcome—even with your crazy ideas, which are always listened to with interest. It’s wonderful to talk at a level where everyone can join in, with room to be spontaneous as well.

I believe it’s important to have such great sparring partners!

We’re also seeing positive results from the collaboration, especially with Anja and Flemming.

Now, many people see us online, helping us stand out from our competitors.

Many of our customers appreciate our website, and more people come into the store saying they've found something online that they now want to buy.

Sanne, Special-Butikken

SANNE HUNDAHL

Special-Butikken Holstebro

Adjusted product display ensures high visibility in Google Shopping

Special-Butikken faced a challenge with their product display in Google Shopping, as a number of made-to-order items were not displayed correctly on the platform. This was because Google Shopping couldn’t recognize items with longer delivery times as available for purchase.

To resolve this issue, a technical adjustment was implemented on the company’s landing pages, where the delivery times for products now clearly indicate a 3-5 day delivery period from the remote warehouse. This change allowed Google to register the products as available, meaning more items are now visible in Google Shopping.

This optimization has not only improved product display but also ensured faster and more accurate updates of stock status. As a result, customers can more easily find and purchase products, which has further contributed to growth in conversions and sales.

Success comes through close collaboration

The collaboration between Special-Butikken and MCB has provided Special-Butikken with a structured approach to digital marketing. Anja, MCB’s Google Ads specialist, manages the ongoing setup and optimization of P-Max campaigns in Google Ads, freeing up time for Special-Butikken to focus on other business areas. Special-Butikken also receives regular updates and monthly KPI reports, providing insights into performance, while Anja presents new ideas and initiatives for improvements.

With Anja’s expertise, Special-Butikken runs not only performance campaigns but also adds branding efforts when needed. The flexible structure allows them to quickly adjust and test new strategies. This close collaboration ensures continuous development of the Google Ads strategy, with an increased focus on conversion optimization.

Why is tracking important for Google Ads?

Without tracking, Special-Butikken doesn’t know which ads are working and which aren’t. The tracking setup provides the necessary data to understand how campaigns are performing and where there is room for optimization—additionally, it gives the company confidence and greater assurance in their decisions.

Server-side tracking, specifically, is a data collection method where information is sent directly from the server to Google, including Google Ads and Google Analytics, rather than from the user's browser. This enhances data security and accuracy, as tracking data is less exposed to ad blockers or browser security measures.
In this way, Special-Butikken has been able to set up a system that tracks 100% of sales on their webshop.

Who is Special-Butikken?

Special-Butikken has a history spanning over 40 years. Originally known as Landbrugsvognen, the company began selling products from Harald Nyborg in 1978. After several name changes—from BP Depot Store in 1983 to BP Gas Center in 1990—the store was named Special-Butikken v/ Kai Nielsen in 1993. Today, the business operates out of Holstebro and has been known as Special-Butikken Holstebro A/S since 2020.

With a range of over 100,000 items, Special-Butikken offers a wide variety of products, from pest control and workwear to flashlights, hunting equipment, and garden tools. Since the launch of its webshop in 2008, Special-Butikken has experienced significant growth in online sales, making it a trusted supplier for both B2B and B2C customers. Public institutions, farmers, contractors, and factories are among its regular B2B clients, purchasing everything from toilet paper to survival suits. On the B2C side, the store serves a wide range of customers looking for everything from small spare parts to workwear and outdoor gear.

Special-Butikken has continuously developed its webshop and optimized the customer experience, resulting in a steady increase in visitors and orders. Since the first online order in 2008, the webshop has become a central part of the company’s success.