Contents of the case
Media
Initial data
Whole works
- /01Unlock Google Merchant Center
- /02Set up shopping campaigns
- /03Increase the number of orders through the site
- /04Increase revenue from online sales
- /05Optimize the AC for a steady flow of customers
From Merchant Center blocking to stable revenue growth
Project status before the start of work
The project was launched with another website that had previously run advertising, but it did not produce results. Google Merchant Center was blocked due to non-compliance with the policy (presumably, lack of required pages or data). The previous advertising campaigns did not track conversions and did not generate significant traffic. After the transition to the new site, improvements were needed to unlock the Merchant Center and launch effective advertising.
The beginning of cooperation
The client came with a request to increase sales through the online store. The main obstacles were ineffective advertising on the old site, blocking of Google Merchant Center, and lack of tracking results. The goal – a stable flow of orders and revenue growth – required an integrated approach to the new website.
Prior to that, advertising had been working, but not well:
- The results were minimal
- There was no analytics and conversion tracking
- Merchant Center blocking stopped shopping campaigns
The advertising account had outdated settings: search and shopping campaigns were previously used.
What strategy was approved
- Unblocking Google Merchant Center by revising the website.
- Setting up Performance Max as the main tool with display and shopping campaigns.
- Connecting analytics to track results.
- Cost optimization and focus on attracting the target audience.
What was done
- Analysis of the USP and landing pages
- The key advantages are highlighted: a wide range of products, quality, and affordability.
- Analyzed the structure of the website to increase conversion.
- Terms of reference for improving the website pages
- We provided recommendations for preparing the site for the requirements of the Merchant Center (added contact information, return policy, etc.).
- Terms of reference for correcting and formatting product names
- Setting up analytics
- Google Analytics with goals for requests and purchases is connected.
- Setting up conversions
- Tracking of key actions (orders, calls) is set up.
- Setting up Performance Max campaigns
- Media and sales campaigns with a focus on the assortment (docking profiles, skirting boards, corners) have been launched.
- Unlocking the Merchant Center
- Violations have been resolved, an appeal has been filed, and access to sales campaigns has been gained.
Results
| Options | At the beginning of the work | After 3 months | Difference |
|---|---|---|---|
| Impressions | |||
| Impressions | 283962 | 2905744 | +923% |
| Clicks | |||
| Clicks | 2210 | 43161 | +1853% |
| CTR | |||
| CTR | 0,78% | 1,49% | +91% |
| CPА | |||
| CPА | 524 грн | 298,88 грн | -42% |
| Applications | |||
| Applications | 30 | 472 | +1473% |
| Sales | |||
| Sales | х1 грн | х47 грн | +4576% |
The project has become an example of a successful transformation: from ineffective advertising and a blocked Merchant Center on the old site to steady sales growth on the new one. We not only unlocked trading opportunities, but also set up Performance Max campaigns that work simultaneously as display and shopping campaigns, ensuring maximum reach and conversions. The result – a 47-fold increase in sales in three months – proves the effectiveness of the chosen strategy.