Google Grants aCommerce with Four Awards for Mobile Performance Advertising Excellence and Innovation

Digital Marketing Award

Given the rise in online activities in Southeast Asia over the last four years, digital marketing has become a competitive field for agencies trying to capture the attention of consumers.

Last Tuesday November 21, aCommerce Thailand won four awards from Google for its client work in the digital space.

Cha-Krit Choopreeda, Search and Programmatic Manager at aCommerce, shares his insights on how to optimize performance marketing and how the team grew client online awareness by over 200%.

1. Award Name: Mobile Performance Advertising Campaign

Why aCommerce won the award

In 2013, shopping online was only accessible on desktop, shopping on mobile devices was almost impossible but as smartphones became more popular and advanced, they played an increasingly important role in our daily routines and slowly an essential.

When 4G was introduced to Thailand 2015 – 2016, sessions from mobile on significantly increased by almost 900%.

The overwhelming amount of mobile users resulted in higher traffic but sales remained constant. The site itself had to be mobile responsive to capture those potential customers.

TheOutlet24, through aCommerce, filtered high-quality mobile users using “ATKINS”, a proprietary tool that optimizes search campaigns, and brought back old users to turnaround their perceptions of mobile commerce.

Campaign results achieved

Search Advertising has not only proven to generate online sales but also its potential to maintain growth over time. Even in our fifth year working with The Outlet24, revenue from Search grew 230% year-on-year while increasing ROI and sessions by 22% and 167%, respectively.

Revenue from mobile increased by 360% year-in-year while spending stayed constant from the beginning.


2. Award Name: Innovative Performance Advertising

What work did aCommerce do to win

aCommerce has been investing a significant amount of resources on developing our core technology platform that turns data into automated action to capture opportunities similar to ATKINS on a larger scale.

Specific features of aCommerce ATKINS engine:

  • Keyword Grouper – automatically group similar keywords to reduce time in categorizing them during campaign planning and improve ad relevancy
  • Landing Page Checker – automatically pause ads that send traffic to 404 error pages and product pages that contain out of stock products
  • Dynamic Ad Copy – change ad content immediately when website’s content has been changed e.g. price, promotion, product description, etc.
  • Automated Bid Adjustment – allow automated bid adjustment based on performance by devices and hours
  • Automated Sitelinks – manage sitelinks by using Google Spreadsheet where we add and update details of sitelinks with their corresponding start/end date on this sheet


Campaign results achieved

  • 8.33% cost of sale (CoS = cost / revenue) from search with over 10% of revenue target
  • ATKINS allows partner to customize their own site links
  • Keywords Management was reduced by 53%, which included adding negative keywords, search terms and grouping existing keywords to new ad groups


3. Award Name: Performance Excellence Honor

What work did aCommerce do to win

We managed search advertising campaigns against more than 30 agencies with 5 metrics including Ad Excellent, Audience, Automation, Attribution, and Always on metric which are our OKRs for the competition.

The best practice metrics by Google are practiced regularly at aCommerce and optimized via ATKINS and as result, can achieve better Performance on search advertising.

Google granted aCommerce a score of 50/50, resulting in aCommerce becoming the winner of the Performance Excellence Honor.


4. Award Name: Performance Guru Black Belt 2017

Why aCommerce won the award

We were invited to join the Performance Guru event to be trained and certified for Green Belt, Blue Belt and Black Belt. In order to get the Black Belt, aCommerce had to pass Green and Blue Belt first.

Black Belt is different from the rest of the tests as it is a case competition by Google. aCommerce was assigned to ‘Pesto’, a baby products brand that is penetrating Southeast Asia. We were able to successfully solve the problems that came along with the business.

เราถูกเชิญเข้าร่วม Performance Guru event เพื่อเข้าเทรนและสอบเพื่อให้ได้ Green Belt, Blue Belt, and Black belt โดยการจะเข้าสู้รอบ Black Belt นั้น aCommerce ต้องผ่าน Green Belt, and Blue Belt มากก่อน
ในการสอบ Black belt นั้นแตกต่างจากการทำข้อสอบทั่วไป เพราะเป็นการแข่ง Case competition โดยเป็น Case จากทาง Google ที่ให้เอคอมเมิร์ซช่วยเหลือธุรกิจ แบรนด์ Pesto ที่ขายสินค้าเกี่ยวกับเด็ก ที่กำลังจะเข้ามาตีตลาดในSEAพร้อมกับ challenges ของธุรกิจ

What work did aCommerce do to win

Through our presentation, we unpacked the challenges of businesses attempting to enter Southeast Asia to understand Pesto’s situation. We offered the Search Advertising Solution to solve and grow the business.

We also shared information from our research on the mother and baby product category and develop a model to help the brand grow.

aCommerce is honored to be in this training and competition because we hardly get to showcase our ability and tell everyone that what we do is more than simply search advertising. We felt that this event has allowed us to show our ability as ‘true gurus’ to our clients and others.

เราทำ Presentation เพื่อเข้าใจ challenges ของธุรกิจที่กำลังเข้ามาตีตลาดในSEA เข้าใจลูกค้าของ Pesto เพื่อเสนอ Search Advertising solution มาตอบแก้ไขปัญหาพร้อมทำให้ธุรกิจนั้นเติมโต มากกว่านั้นเราได้แชร์ข้อมูลจากการรีเซิจตลาดสินค้าแม่และเด็ก ว่าถ้าเราทำตาม Solution ที่เราให้จะช่วยให้เค้าโตในตลาดได้เท่าไหร่
เอคอมเมิร์ซรู้สึกเป็นเกียรติ ที่ได้เข้ารวมการเทรนนิ่งและการแข่งขัน เพราะในความเป็นจริงเราแทบมีโอการแสดงความสามารถให้คนอื่นเข้าใจนั้นน้อยมากว่าสิ่งที่เราทำมัน Beyond กว่าการทำ Search advertising ทั่วไป เอคอมรู้สึกว่างานนี้เปิดโอกาสให้เราสดงความสามารถมาก ได้แสดงศักยภาพให้ลูกค้าและคนอื่น ๆ ได้เห็นว่าเราทำอะไรได้บ้าง และแสดงให้เค้าเห็นว่าเราคือ Guru เรื่อง Search advertising จริง ๆ