Contents of the case
Media
Initial data
Whole works
- /01Attracting a new audience
- /02Increase in sales
- /03Increased brand awareness
Issues and general strategy
The client approached us with a “zero” Google Ads account and needed a comprehensive advertising campaign launch to consistently attract target buyers and generate online sales. He emphasized that the main goal was to create a stable sales model that would ensure a steady stream of orders.
The project was in its initial stages, so the main task was to create an account structure from scratch. Particular attention was paid to setting up analytics for effective tracking of results, as well as the correct formation of advertising campaigns, which would allow for high profitability and increased sales.
It was necessary to find effective traffic sources, test different formats, and build an analytics system that would allow for further business scaling. Advertising had to work for stable results, even in a competitive niche.
The promotion process consisted of several key stages:
- Analytics setup
- Website audit and technical preparation
- Creation of advertising accounts
- Creation and launch of advertising campaigns
- Analysis of competitors and seasonality of demand
- Feed optimization and product clustering
- Working with content and creatives
- Continuous campaign management and optimization
These stages were aimed at building a stable, effective sales model that would ensure a positive ROAS and allow for scaling advertising investments.
What has been done
1. Analytics setup and conversion tracking
- Analytics were prepared and configured via Google Analytics and Google Tag Manager to accurately track interactions on the website, allowing for precise recording of users’ target actions.
- Transaction and conversion tracking (purchases, adding to cart, filling out forms) was set up to accurately measure the effectiveness of advertising campaigns.
2. Account creation and setup
- Created Google Ads and Merchant Center accounts, configuring all the necessary settings to launch effective campaigns and comply with Google requirements.
3. Website audit and recommendations
- Conducted a full website audit, including usability, content, and Merchant Center compliance checks.
- Recommendations for content optimization were prepared, including optimization of product titles and descriptions to improve feed relevance.
4. Launch of advertising campaigns
A series of advertising campaigns was launched to ensure targeted traffic and increase sales:
- PMax for all products: the main campaign to cover the entire range.
- PMax for priority positions: a campaign aimed at selling the most popular products.
- PMax for specific categories (e.g., GoDEX printers, multi-format labels).
- Search campaigns for priority categories: to attract targeted traffic for key queries.
- Branded search campaign: to protect the brand and increase its recognition.
- DSA campaigns: for additional coverage of search queries by product categories.
5. Analysis of competitors and seasonality of demand
- Competitor analysis was conducted: the strategies of other players in the market were studied, which made it possible to adapt advertising messages to current queries.
- The seasonality of demand was analyzed, which helped to adjust advertising messages and budget allocation.
6. Feed optimization
- Product feeds were optimized and feeds were divided into categories.
- Product identifiers (IDs) were replaced to avoid internal competition between products within a single campaign, which increased the effectiveness of impressions.
7. Creative and content development
- Technical specifications were prepared for the designer to create banners and creatives for media campaigns.
- Creatives, including videos and banners, were developed and tested to attract additional traffic and increase the effectiveness of media advertising.
8. Optimization and scaling of advertising campaigns
- Weekly optimization of advertising campaigns, including budget reallocation, bid strategy adjustments, search query analysis, and negative keywords.
- Dynamic adjustment of ad display time, geographic targeting, and bids to improve results.
9. Continuous monitoring and reporting
- Weekly and monthly reports for the client, including data on advertising campaign performance metrics, such as ROAS, CPA, and conversions.
- Regular reviews of feeds and search terms were conducted, which helped adapt campaigns to changes in user behavior.
Results
| Options | At the beginning of work | After 8 months | Best month (March-April) |
|---|---|---|---|
| Impressions | |||
| Impressions | - | 2962105 | 236284 |
| Clicks | |||
| Clicks | - | 45735 | 4098 |
| CTR | |||
| CTR | - | 1,54 % | 1,73 % |
| CPC | |||
| CPC | - | 16,27 UAH | 11,29 UAH |
| Conversions | |||
| Conversions | - | +908 | - |
| ROAS | |||
| ROAS | - | 2,65 | 6,21 |
