Contents of the case
Initial data
Whole works
- /01 Increase in the number of direct transactions through the Shopify website
- /02 Promotion of specific product lines
- /03 Promoting «concealed installation» as a competitive advantage
- /04 Optimizing customer acquisition cost (CPA) in a highly competitive market with construction superstores
- /05 Increasing awareness of the domestic brand among the target audience
Issues and general strategy
The main challenge of the project was that this manufacturer competes in search results with massive marketplaces. At the time the project began, orders on the website were sporadic, and most of the traffic was informational. Additionally, the towel dryer niche has technical specifics: customers often search for a specific connection type, color, or size.
Project Status Before Work Began
- Low visibility on Google Shopping due to incorrectly configured attributes in the Shopify feed.
- Lack of segmentation by color (gold, black, chrome), which is important for design choices.
- Untapped potential of queries about “concealed installation”—the brand’s main advantage.
Proposed Strategy
We decided to shift the focus from general queries (“buy a towel warmer”) to highly specialized and design-oriented ones. The strategy was based on building a funnel in Performance Max and deeply optimizing the product feed. We focused on visually presenting the product in an interior setting and showcasing energy-saving technology.
What has been done
In-Depth Merchant Center Optimization for Shopify
We reconfigured the product feed so that Google could distinguish products based on key parameters. For each model, we added the following to the Title:
- Power type (electric/water-powered).
- Color (black, gold, white).
- Number of sections and features (with shelf, swivel).
- This allowed us to increase ad relevance and show the “gold towel rack” specifically to those looking for premium color options.
Performance Max Campaign Allocation by Priority
We created three main ad groups:
- Bestsellers – with a focus on the “Buy 2, Get 3rd Free” promotion.
- Design Collection – targeting an audience interested in design and home renovation.
- Kitchen Accessories – a separate campaign for kitchen towel warmers (a niche with low competition).
Highlighting Benefits
In search network ads, we highlighted the manufacturer’s technical advantages. We used ad extensions (links, clarifications) to describe dry heating technology and the ability to install without visible cables. This allowed us to attract a “hot” audience looking for modern, aesthetic bathroom solutions.
Dynamic remarketing and video creatives
Since choosing bathroom fixtures is not an instant decision, we launched a remarketing campaign. Users who visited the “Swivel Towel Warmers” section saw video tutorials demonstrating how easy they are to use. This helped “seal the deal” for those who were hesitant and increased trust in the domestic brand.
Seasonal adjustments and a regional approach
Demand for electric towel warmers rises during periods when central heating is turned off. We developed a bid adjustment schedule, increasing activity during the off-season, which allowed us to capture customers at the moment of peak demand.
Results
By switching to a «direct-from-manufacturer» sales model and focusing on unique design solutions (the gold and black series), we were able to clearly distinguish ourselves from our reseller competitors. Using Shopify as a platform allowed us to perfectly synchronize inventory levels with advertising, which minimized costs for clicks on out-of-stock items.
Performance Max campaigns showed the highest effectiveness, as the algorithms learned to identify buyers who were in the final stages of selecting plumbing fixtures for renovations. Additionally, the «2+1» promotion significantly helped increase the average order value by attracting wholesale buyers and hotel business owners.
| Options | At the start of the project | After 6 months | The difference |
|---|---|---|---|
| Impressions | |||
| Impressions | 215000 | 490000 | +128% |
| Clicks | |||
| Clicks | 3800 | 10260 | +170% |
| CTR | |||
| CTR | 1,77% | 2,1% | +19% |
| CPC | |||
| CPC | 7,20 UAH | 5,90 UAH | -18% |
| Conversions (sales) | |||
| Conversions (sales) | 84 | 213 | +154% |
| Average bill | |||
| Average bill | 3100 UAH | 4250 UAH | +37% |
| ROAS | |||
| ROAS | 310% | 540% | +74% |