Eney
About the Client
The Challenge
Key Objective
Guild of Marketing Services
- Google Ads:
- Meta Ads:
- SMM:
- SEO:
- YouTube:
- Video/Photo
- Design:
- Link Building:
- Website Audit:
- Mystery Shopper:
Niche Specifics
B2B Dominance
80%+ of orders are corporate: companies order printed products for promotional campaigns, corporate events, employee and partner gifts. The decision cycle ranges from 2 weeks to 3 months.
Seasonality
Peaks occur in August–September (preparation for the business season) and November–December (New Year gifts). "Black Friday" for B2B is a separate sales stimulation tool
Technical Complexity
Clients must understand the difference between screen printing and pad printing, or between decals and sublimation. Each printing technology has its own limitations, costs, and quality levels.
Trust Through Portfolio
B2B clients do not buy on the first visit. They need case studies, samples, production video demonstrations, and quality certificates.
Results
| Metric | Google Ads | Meta Ads | Total |
|---|---|---|---|
| Conversions | 1 923 | 390 | 2 313 |
| Clicks | 108 583 | 14 701 | 123 284 |
| Impressions | 2 096 458 | 1 049 848 | 3 146 306 |
| Spend | 413 309 UAH | 136 018 UAH | 549 327 UAH |
Top Google Ads Campaigns
| Campaign | Clicks | Conversions | CR | CPC |
|---|---|---|---|---|
| [GM] UA keywords (categories and merch) | 2 679 | 1 293 | 48.3% | 20.2 UAH |
| Performance Max | 727 | 278 | 38.2% | 4.5 UAH |
| [GM] RU keywords (categories and merch) | 2 984 | 109 | 3.7% | 9.2 UAH |
| ENEY Branded queries | 492 | 37 | 7.5% | 1.0 UAH |
Meta Ads — Messenger Campaigns
| Campaign | Conversions |
|---|---|
| Messenger leads (campaign 1) | 125 |
| Messenger leads (campaign 2) | 92 |
| Messenger leads (campaign 3) | 78 |
| Messenger leads (campaign 4) | 65 |
| Other | 30 |
GOM Strategy
Phase 1 : Website Design & Redesign (October 2024 – March 2025)
Redesign Scale — 40+ Pages:
- Homepage: New design with a focus on B2B positioning.
- Catalog & Categories: Redesigned with improved navigation.
- Product Cards: New layout focusing on printing capabilities.
- Cart & Checkout: UX optimization to reduce bounce rates.
- Personal Cabinet: Login, registration, order history.
- 20+ Informational Pages: Printing technologies (screen printing, decals, pad printing, UV printing, sublimation, engraving, embroidery, heat transfer film, embossing), delivery, payment, contacts, about us, quality, certificates.
Specialized Modules:
- Notebook Builder — an online tool for creating custom notebook designs.
- Printing Module — selection and visualization of logo printing technologies on products.
- Mega Menu — improved catalog navigation.
- “For Dealers” Page — a dedicated section for B2B partners with cooperation terms.
Phase 2 : Video & Photo Production (November 2024 – April 2025)
Creation of visual content for all channels: website, YouTube, social media, and advertising.
Video Production:
- Filming 14 videos across product lines (mugs, pens, notebooks, thermoses, water bottles).
- Editing with intros and Eney logos.
- Adapting videos for short formats (up to 40 seconds) for Reels and Shorts.
- Filming the Kyiv office and employee interviews.
Photo Production:
- Product photography of new items for the catalog and social media.
Publishing:
- 14 videos published on the Eney YouTube channel.
- Videos embedded on relevant eney.com.ua pages.
- Adapted versions for Instagram and Facebook.
Phase 3 : Google Ads — Restructuring (January 2025 – Ongoing)
New GOM Campaigns:
- [GM] UKR Keywords — search campaign with carefully selected commercial queries in Ukrainian: “custom merchandise,” “notebooks with logo,” “promotional products wholesale.”
- [GM] RUS Keywords — similar campaign for the Russian-speaking audience.
- Performance Max — shopping campaign with automatic optimization across all Google channels.
- Demand Gen Video — video advertising for the B2B audience, targeting corporate buyers.
Optimization of Existing Campaigns:
- Audit and pausing of ineffective campaigns (YouTube campaigns, outdated search).
- Cleaning search queries and adding negative keywords.
- Ad testing (A/B testing of headlines and descriptions).
- Daily monitoring and monthly reporting.
Phase 4 : Meta Ads + SMM (January 2025 – Ongoing)
Building brand presence in social media with a focus on the B2B audience.
Meta Ads:
- Traffic campaigns to the site targeting business audiences.
- Conversion campaigns (site interactions).
- Messenger campaigns — the most effective format for B2B leads.
- Regular ad testing and optimization.
SMM (Instagram @eney_merch + Facebook):
- 9 posts per month with professional design.
- Content plan development focusing on products, production, and client case studies.
- Design of 10 selected stories (Highlights).
- Promotion of 3 posts per month.
- Regular reporting and effectiveness analysis.
Phase 5 : SEO Promotion (June 2025 – Ongoing)
- Technical SEO: Speed optimization, mobile version, URL structure.
- Content SEO: Writing texts for categories and printing technologies.
- Meta Tag Optimization: For commercial and informational queries.
- 6+ Months of continuous work with growing results.
Phase 6 : Additional Services
Link Building — increasing domain authority through quality external links from thematic resources.
Website Audit — technical audit of eney.com.ua with detailed recommendations for improvement: loading speed, usability, conversion elements.
Mystery Shopper — assessment of customer service quality: manager response speed, consultation quality, adherence to communication standards. Results used to improve internal processes.
Market Analysis — identifying optimization opportunities based on market and assortment evaluation: competitor analysis, price positioning, promising product categories.
Business Results
What Was Created
| Category | Details |
|---|---|
| Redesign | 40+ pages of eney.com.ua: catalog, products, cart, account, informational pages |
| Special Modules | Notebook builder + printing module |
| Video Content | 14 videos on YouTube + adaptations for social media |
| Advertising Campaigns | Google Ads (Search + PMax + Demand Gen) + Meta Ads (5+ campaigns) |
| SMM | Regular content: 9 posts/month, stories, design |
| SEO | 6+ months of systematic promotion |
| Service Quality | Website Audit + Mystery Shopper + Market Analysis |
Quantitative Results
Project Team
- PPC Specialist
- SMM Manager
- SEO Specialist
- Designer
- Videographer
Innovative Solutions
Online Notebook Builder
Clients can independently create a notebook design with a logo on the site — a unique B2B tool that shortens the approval cycle.
Printing Module
Visualization of printing technologies (screen printing, decals, pad printing, etc.) helps clients choose the optimal option without consulting a manager.
Messenger as a B2B Channel
390 conversions via Facebook Messenger — corporate clients prefer quick dialogue over website forms.
Demand Gen Video for B2B
Video advertising targeted at business audiences via Google Demand Gen — a non-standard format for the promotional souvenir niche that increases brand recognition among decision-makers.
Mystery Shopper for E-commerce
Assessing service quality by simulating a real order — a rare practice for B2B companies that identified specific areas for improvement.
Technology stack
Analytics tools
ADVERTISING TOOLS
TOOLS FOR ANALYSING WEBSITES AND COMPETITORS
FAQ
-
Why is a 48.3% CR for a search campaign realistic?
The [GM] UKR Keywords campaign targets narrow commercial B2B queries with high intent: "promotional souvenirs with logo wholesale," "custom corporate gifts." These queries are entered by people who have already decided to order and are looking for a specific manufacturer. A conversion is counted as form submission or a call — for B2B, this is a natural first step.
-
Why 14 videos for a B2B business?
Videos demonstrate production, product quality, and printing technologies — things that text and photos cannot convey. A corporate client who sees the production process trusts more. Videos also serve as advertising content in YouTube and Demand Gen campaigns.
-
Why redesign instead of a new site?
Eney.com.ua runs on OpenCart with a large catalog and established URLs. Migrating to another CMS risks losing SEO rankings. Redesigning 40+ pages on the existing platform preserved indexing and improved UX without risking organic traffic.
Our cases
ROMI
conversion cost
conversions per month
