Contents of the case
Media
Initial data
Whole works
- /01 Get your website ready for the season
- /02 Set up modern campaign types
- /03 Achieve consistent sales
Issues and strategy
At the start of our collaboration, the client’s advertising account was in critical condition. The last major updates to the settings had been made back in 2020, rendering the current campaigns obsolete for Google’s modern algorithms.
Key issues identified during the audit:
- Outdated analytics. The absence of GA4 and incorrect e-commerce tracking settings made it impossible to assess the return on investment.
- Technical website errors. Issues with indexing and page load speeds negatively impacted user experience and advertising performance.
- Non-compliance with Merchant Center requirements. Errors in data feeds and website structure created a high risk of account suspension.
- Lack of segmentation. Advertising efforts did not account for language versions of the site or category prioritization.
We chose a phased recovery approach: from fixing the technical foundation and setting up end-to-end analytics to launching high-tech Performance Max and DSA campaigns. The main focus was on automation and working with large datasets.
What has been done
Work on the project began with a thorough technical audit, as directing traffic to an improperly configured website would have resulted in inefficient budget spending.
1. Technical Audit and Analytics
- CRA audit and Merchant Center. The website was checked for compliance with Google Merchant Center guidelines. A list of fixes was compiled to prevent account suspension.
- GA4 and GTM integration. Google Analytics 4 was set up via Google Tag Manager. Transaction tracking was implemented, allowing us to obtain accurate revenue data broken down by each campaign.
- Technical optimization. Detailed technical specifications were prepared for developers to fix errors in contact forms, improve loading speed, and correctly configure redirects.
- Work with product feeds. A complete overhaul of product feeds was conducted for the Ukrainian and Russian versions. Critical errors in tags that prevented the system from correctly identifying products were fixed.
2. Launch of search campaigns
After preparing the technical foundation, we moved on to testing demand:
- Dynamic Search Ads (DSA). Since the product range exceeds 6,000 items, DSA campaigns were implemented. This allowed us to automatically cover a wide range of low-frequency queries.
- Classic Search. We set up targeted campaigns for priority categories of motorcycle gear to maximize targeted traffic.
3. Implementation of Performance Max
A key step was scaling through Performance Max, where we applied the following settings:
- Product clustering. The product range was divided into categories and language versions (UA/RU) for better ad relevance.
- Audience targeting. We created specialized segments based on competitors’ domains, target search queries, and user intent.
- Cost optimization. We set time restrictions (disabling ad impressions from 12:00 AM to 5:00 AM) to conserve budget during hours with the lowest conversion rates.
- At the account level, a list of children’s YouTube channels was blocked to filter out non-targeted traffic.
- URL adaptation. Technical specifications were implemented to generate dynamic URLs for product variants, ensuring users were correctly directed to the selected variant (color, size).
Results
We didn’t just launch ads; we carried out a complete technical overhaul of the project. As a result, for every 1 UAH invested, the client received over 24 UAH in revenue. The project is fully prepared for the peak season with perfectly optimized analytics and highly effective Performance Max campaigns.
The project demonstrates that a sound strategy, technical improvements to the website, analytics, and structured advertising management deliver real results even in a highly competitive niche.
| Options | At the beginning | In 2 months | The difference |
|---|---|---|---|
| Impressions | |||
| Impressions | - | 349866 | - |
| Clicks | |||
| Clicks | - | 17196 | - |
| CTR | |||
| CTR | - | 4,92% | - |
| Conversions | |||
| Conversions | - | 153,72 | - |
| ROAS | |||
| ROAS | - | 25,02 | - |
