Case study on setting up contextual advertising for the Line F light store

Contents of the case

/01 Initial data
/02 Whole works
/03 The main problems
/04 What is done
/05 What result did you get?
/06 Media content

Media

The main indicators

Data from Google Ads

Letter of recommendation

LineF

Review

Initial data

Advertising on the site has not been launched before

The site was not ready to launch product advertising

Whole works

/01Correctly segment advertising by product price
/02Reach the ROAS indicator of at least 500%
/03Support the overall marketing strategy

The main problems

Despite the growing success on social media, the store owners wanted to expand, reach and engage new channels. The challenge was how to transform the social media approach to selling lighting fixtures in a completely different environment – Google advertising, given that the site was not adapted to this type of advertising at all. In other words, we had to prepare the site for this purpose, set up full analytics, and adjust the content component to improve performance.

In addition, the problem of setting up advertising for this site was to avoid receiving untargeted traffic to ordinary lighting devices, since the store focuses on design solutions.

General strategy

To achieve the goals, a comprehensive strategy was developed, which included:

Shopping campaigns with hyper-segmentation of products.
Performance Max campaigns to ensure maximum visibility.
Branded search advertising for direct customer engagement.
The strategy implementation process focused not only on advertising campaigns, but also on deeper analysis and performance tracking.
Campaign segmentation was improved based on profitability, seasonality, and product popularity.
Content optimization through detailed testing of titles and descriptions.
Setting up e-commerce analytics and tracking to ensure accurate data collection on user behavior on the site and the effectiveness of each stage of the purchase.

Results

The effectiveness of this strategy was impressive:

Impressions – 5,434,003, ensuring a wide reach of potential buyers.
Clicks – 81,376, which confirms the high interest in the products.
The CTR of 1.5% proves the effectiveness of the ads.
The average cost per click is UAH 2.65, optimizing advertising costs.
The number of transactions is 501.92, which has significantly increased sales.
The conversion rate of 1.60% demonstrates the high efficiency of the campaigns.
CPA – 429.81 UAH, the cost of bringing a customer within the budget.
The value of transactions is UAH 1,141,868.19, which provided a large income.
The average check is 2275 UAH, which reflects the high value of purchases.
ROAS is 529%, confirming a good return on investment.

Options	Number of leads	CPA	CTR
Indicators
Indicators	502 pcs	429,81 UAH	1,5%