Contents of the case
Media
Initial data
Whole works
- /01Increase in sales
- /02Increasing brand recognition
- /03Optimization of advertising costs
The main problems
The client turned to the agency with the aim of increasing brand recognition, since the site is only 1 year old, as well as increasing the number of online sales and optimizing advertising costs to achieve maximum effectiveness of advertising campaigns.
After the discussion, a general strategy was developed and agreed, which included:
- creation of product campaigns for accurate targeting of various product categories;
- setting up and running Performance Max to reach the maximum audience through different Google channels;
- designed branded search advertising to improve brand visibility;
- launched dynamic search campaigns for automated promotion of a large assortment of products;
- optimized ordinary search campaigns for priority directions, covering the main product categories.
What was done
The following steps were taken to implement the strategy and achieve the set goals:
- specialists carried out segmentation of campaigns according to profitability, which will ensure maximum cost effectiveness;
- testing of various automatic strategies and clustering of goods by category was carried out to optimize advertising campaigns;
- product titles and descriptions were updated to increase attractiveness and increase conversions;
- customized Merchant Center, analytics and e-commerce metrics tracking tools to accurately monitor user behavior and campaign performance.
Results
Implementation of the proposed strategy based on niche and competitor analysis helped not only to increase sales, but also to significantly increase brand recognition among the target audience. Optimization of advertising campaigns allowed the company to use the marketing budget more effectively, getting rid of unnecessary expenses.
| Options | At the beginning of work | Difference | Results |
|---|---|---|---|
| Showings | |||
| Showings | NDA | +83.83% | Coverage has almost doubled |
| Cliques | |||
| Cliques | NDA | +71.32% | Ads have become more attractive to users |
| CTR | |||
| CTR | NDA | +5.17% | The effectiveness of advertisements has improved |
| CPC | |||
| CPC | NDA | +97.27% | Optimizing spend based on relevant keywords |
| Transactions | |||
| Transactions | NDA | +55.46% | Sales volumes have increased |
| CPA | |||
| CPA | NDA | +21.21% | Increasing the cost of acquisition to obtain leads |
| Value of transactions | |||
| Value of transactions | NDA | +466.14% | The average check has been significantly increased |
| ROAS | |||
| ROAS | NDA | +425.63% | The profitability of ads campaigns has increased |