Separate campaigns per market
Romania and Hungary got their own sets of campaigns, budgets and ACOS thresholds. We compare results between markets, but we never move budget "automatically" from one to the other.
Case study · eMAG · Auto-moto
Two markets from one account - car accessories on eMAG in Romania and Hungary
A seller in the Auto-moto category: car accessories in several product lines. The account is run in parallel on eMAG Romania and eMAG Hungary, with campaigns set up separately for each market. We show what the second market delivers and how sales split between them.
- Auto-moto
- eMAG Romania · eMAG Hungary
- 100-500 Ads orders a month
- 6 months of data
Where we started
The client was already selling on eMAG Romania and wanted to use the same offer in Hungary. Car accessories are not very sensitive to language - the customer searches by car model and dimensions - so the second market was a natural step.
At the start of the series the account had about 110 campaign orders a month in total, roughly a third of them from Hungary. A ~170 RON basket left room for campaigns per product line. Campaigns are one side of this work - the other was the product pages on both markets: we tidied up fitments, variants and content in parallel, so that advertising did not lead to an offer that fails to answer the question "does it fit my car?".
Goal: scale both markets without mixing budgets - Hungarian bids and keywords differ from Romanian ones, so a shared campaign would teach the algorithm the wrong things.
Orders from eMAG ADS campaigns, month by month
Chart data (table)
| month of cooperation | campaign orders |
|---|---|
| M1 | ~110 |
| M2 | ~450 |
| M3 | ~350 |
| M4 | ~250 |
| M5 | ~170 |
| M6 | ~180 |
The chart adds up both markets. The peak in the second month is the season for the strongest product line - afterwards demand falls, and the budget with it.
Results in brief
- ~8 %ACOS (campaign cost / order value)
- ~13xROAS (order value / campaign cost)
- ~21 thousand RONorder value from Ads campaigns
- ~170 RONaverage order value
- ~42-69 thousand RONestimated turnover of the whole account
- ~74 thousand RONestimated order value in the best month (M2)
Step by step
Product lines instead of one campaign
Automatic campaigns per product line plus a "best" set with the fastest-selling products and "rest" for the remainder of the catalogue. Manual keyword campaigns were the supplement - separate for each market, because Hungarian search terms differ from Romanian ones.
A Product & Category Targeting campaign on bestsellers
The products with the highest conversion went into a Product & Category Targeting campaign, which in the reference month accounted for over half of campaign order value.
The season in car accessories
The peak of over 400 campaign orders in the second month is the season for the strongest line; after it the budget came down with demand, and ACOS stayed at ~8 %.
The same story from another angle
Hungary is the smaller market, but in the reference month it delivered about 30 % of campaign orders - with the same offer and the same photos.
70 %30 %
- Romania ~120 · 70 %
- Hungary ~50 · 30 %
Takeaways you can apply to your own account
A second eMAG market is the cheapest way to grow if you have an offer that is resistant to language - but the campaigns must be separate, with their own bids and keywords.
In seasonal categories the peak has to be planned ahead: stock and budget ready before the season, not during it.
A Product & Category Targeting campaign on bestsellers can make most of the order value - provided the catalogue has clear leaders and their product pages are polished.
See also
- Home & Appliances: 5x campaign orders in three months
- Home & Appliances: ~3 % ACOS on a budget of a few hundred RON a month
- Pet supplies: ~6 % ACOS (ROAS ~18x) on two campaigns
- Fashion: 5x campaign orders at ~5 % ACOS
- Hobby & gifts: a seasonal peak of over 1,000 campaign orders
- Kids: a launch from zero to about 140 campaign orders
- Fashion: a ~240 RON basket at ~6 % ACOS
- Auto-moto: 3x campaign orders in three months
- Service: eMAG ADS campaign management
- All projects and case studies
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