Google Shopping for a Ukrainian clothing manufacturer

• Customer: Children's clothing knitting factory
• Service: Google Shopping and search advertising campaign
• Region: All of Ukraine
• Cooperation period: 01.08.2020 – 15.12.2020
• Advertising budget: 62,000 UAH.
• Goal: Retaining the maximum amount of targeted traffic; Attracting the target audience to the site; Increasing some conversions.

Cooperation with the customer has been going on for more than a year. During this time, a number of cases in the search network for priority product categories have been set up. For each product category on the site, a search network campaign has been created (3 ads in a group + extensions + search remarketing). At the customer's request, the average position in the search network for each campaign in the account is not set below 2.

Google Shopping + Remarketing was also set up for the "All site visitors" audience.

First stage: Preparing to launch the campaign:

• Installed, connected, configured: Google Analytics, Google Ads, Google Tag Manager;
• We created enough goals (conversions) for the advertising campaign. We set up basic audiences for remarketing;
• Analyzed the market or main competitors;
• We studied and analyzed the target audience;
• Provided and discussed with the client the basic strategy for working with the campaign;
• We created the initial account structure.
• Collected semantics;
• Added basic negative keyword lists and lists of removed locations.

Second stage: Optimization of search diseases.

• reduced the number of keys in ad groups from 15-20 to 3-6, but increased the number of ad groups;
• added responsive search ads;
• updated negative keyword lists, including using data from previous advertising cases;
• increased the number of ads and optimized them on a turnkey basis;
• changed bidding strategies to manual, and set priority to maximum conversions and maximum clicks;
• tested queries in Ukrainian.

We noticed that many new clients ignore queries in Ukrainian, thus losing many Ukrainian-speaking clients. To avoid this, we create a semantic core in two languages, test ads in two language versions, and then allocate the budget based on the test results, giving preference to the campaign that turned out to be more effective. We did this in this case as well. An important point - queries with detailed geolocation showed the highest conversion rate.

Third stage: Google Shopping.

• creating a special record in the Merchant Center service - a service where we upload product data for further use in a sales campaign;
• Preparing a data feed is a file with reporting information about products that meets certain Google requirements;
• Creating a shopping campaign in your Google Ads account.

The effectiveness of advertising risks was tracked using a report in the Google Analytics account.

Data from Google Ads advertising account

Data from Google Analytics

Thanks to shopping campaigns, we can receive:

• high transaction rate, due to the informative nature of the ads;
• low transaction costs, due to the low cost of switching to the site and a high transaction rate.

We are happy to receive excellent results in optimizing Google AdWords advertising campaigns.

This key clearly shows that you always need to improve the channels for involving specialists in the project and evaluate the return. If the results of the contractors' work do not reach you, involve specialists, consult and do not waste resources on analytics.

Using this case example, we see the importance of involving specialists and the effectiveness of the advertising campaign. Have you not achieved sales results for your online store? Analyze the work of advertising, conduct analytics, and do not skimp on specialists.