Case study on setting up contextual advertising for the online shoe store OLDCOM

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 GoogleAds

Initial data

Advertising is configured without segmentation

Just a product advertisement worked

ROAS less than 350%

Whole works

/01Correctly segment advertising by product price
/02Reach a ROAS indicator of at least 500%
/03To support the general marketing strategy

The main problems

The agency faced a task not only to attract the attention of new customers by reducing the cost of leads and increasing their number, but also to maintain the loyalty of existing customers in the conditions of growing competition in the shoe market.

General strategy

The WEDEX agency developed a comprehensive strategy that included:

Shopping campaigns with hyper-segmentation of goods by category, which allowed to precisely target advertising to different groups of buyers.
Performance Max campaign to cover all possible sales channels, ensuring maximum visibility of OLDCOM products.
Branded search advertising, which ensured that when customers search for OLDCOM on the Internet, they go directly to the store’s website.
Testing automatic strategies to find the most efficient approach to product clustering.
Optimization of titles and descriptions based on semantic analysis, which increased the relevance and attractiveness of advertising.

Results

The implementation of the WEDEX strategy brought the following results that satisfied the client:

Impressions – 9,777,556, which indicates a wide reach of potential buyers.
Clicks – 154,451, such a number demonstrates high interest of buyers.
CTR – 1.58%, emphasizes the effectiveness of advertisements.
The average price per click is UAH 2.53, the optimized cost of attracting traffic.
Transactions – 3,106.37, which confirms the high conversion of visitors into buyers.
The conversion rate is 1.60%, indicating the effectiveness of bringing customers to purchase.
CPA is UAH 125.67, which means the cost of bringing a buyer.
The value of transactions is UAH 2,100,526.02, which shows a significant income from sales.
The average check is UAH 676.
ROAS is 538%, which shows the effectiveness of investment in advertising.

Options	Number of leads	CPA	ROAS
Indexes
Indexes	3106 pcs	126 UAH	538%