Contents of the case
Media
Initial data
Whole works
- /01Test advertising on the site
- /02Go out for the cost of ice up to 300 hryvnias
- /03Reach a ROAS indicator of at least 700%
General strategy
The strategy we developed for the plumbing store focused on optimizing existing marketing efforts and actively using Google Ads tools, including Performance Max and shopping campaigns, while abandoning search advertising campaigns due to high CPC and low conversion. Key elements of the strategy:
- Using AI and machine learning to identify and reach potential buyers across the full range of Google channels, including YouTube, Gmail, Google Maps and the Affiliate Network.
- Setting up and optimizing product listings in Google Merchant Center to ensure maximum visibility in Google Shopping.
- Regular monitoring of product campaign performance to quickly make adjustments to increase ROI.
- A detailed analysis showed that the cost per click in search campaigns significantly exceeded the budget, while not providing the expected conversion.
- The freed-up funds were reallocated to Performance Max and trade campaigns, where the customer acquisition cost was lower and the efficiency was higher.
What was done
As part of the implementation of the strategy, we performed the following key actions to increase the effectiveness of online marketing of the sanitary ware store:
- Clustering of goods and allocation of priority goods.
- Assortment analysis. They conducted an in-depth analysis of the store’s assortment, clustered products by categories, demand, margin and other criteria.
- Determination of priorities. Based on the analysis, priority products with the highest potential for increasing sales and profits were identified.
- Setting up shopping campaigns.
- Various strategies. Launched sales campaigns using different bidding and optimization strategies for different product clusters, including priority products.
- Testing and optimization. Regularly tested different approaches to targeting, offers, optimizing campaigns to maximize ROI.
- Setting Performance Max campaigns.
- Audience segmentation. Used detailed audience segmentation for targeting, taking into account behavioral factors, interests and purchase history.
- Signal testing. Actively tested various signals, including competitor brand requests, to attract potential buyers who were looking for similar products from competitors.
- Campaign optimization. Regularly analyzed results and optimized Performance Max campaigns for best results using automated Google Ads tools and machine learning.
These measures allowed us to significantly increase the visibility of the store on the Internet, increase traffic to the site and increase conversion, while optimizing advertising costs and ensuring more efficient use of the budget.
Results
- We almost tripled the number of people visiting the store’s website, attracting more potential customers.
- Each visit to the site cost us an average of UAH 2.32, which is a very favorable price for attracting the attention of new customers.
- For UAH 32,000, we were able to carry out the entire set of advertising activities that brought results.
- Thanks to our campaign, the store made 137 sales, each of which was profitable.
- All these sales in total brought the store more than 235 thousand hryvnias.
- For every hryvnia invested in advertising, the store received 7.33 hryvnias of income. This means that every hryvnia invested in advertising worked for the store, increasing its income 7 times.
- We spent an average of UAH 234 to convince someone to make a purchase, which is a very effective indicator, considering the significant revenue from each transaction.
These results show that our strategy not only helped the store attract more customers and increase sales, but also did so very effectively, providing an impressive return on advertising investment.
| Options | Transactions | CPA | ROAS |
|---|---|---|---|
| Indexes | |||
| Indexes | 137 pcs | 234 UAH | 733% |