A 142% increase in orders at a used computer equipment store

Technical Setup of the Feed on Khoroshop

We used Khoroshop’s standard features to generate the feed, but added manual conversion rules in Google Merchant Center:

• We explicitly set the “used” value for all items to avoid being blocked.
• We automatically added key technical parameters (processor, RAM, SSD, screen resolution) to the Title, which allowed us to capture targeted traffic based on specific user queries.
• We categorized products by profit margin and price ranges.

Performance Max Campaign Segmentation

Instead of a single general campaign, we created separate ad groups:

1. Separate groups for devices in perfect condition and those with minor defects (discounted).
2. Campaigns targeting queries like “laptop for the office” or “used gaming laptop.”
3. A separate strategy for used Apple devices with higher bids due to high demand and average order value.

Working with the Search Network (DSA)

To cover thousands of unique product listings, we launched Dynamic Search Ads (DSA). This allowed the system to automatically generate headlines for specific laptop models appearing on the site, without the need to manually curate keywords for each listing.

Setting up dynamic remarketing

Users in this niche often spend a long time comparing options. We set up remarketing that targeted visitors with the exact product they had viewed, offering an additional incentive in the form of a store warranty.

Conversion Optimization

We set up tracking not only for purchases via the shopping cart but also for transitions to messaging apps and clicks on the phone number, since used electronics often require additional consultation before purchase.