Comprehensive contextual advertising setup for a pet products website
- Customer : Online pet store
- Service : Google Shopping
- Region : All of Ukraine
The main goal of the advertising campaign:
- Engaging the target audience to encourage them to make their first purchase.
- Attracting loyal (regular) customers through repeat sales.
- Increasing awareness of products, services, and brand.
- setting up a shopping campaign;
- Implementation of a sales campaign into groups by site categories;
- Configure dynamic parameter transmission to create secure dynamic remarketing, after which users do not immediately make a purchase decision;
- Working on lists of negative keywords;
- Reducing the number of advertising risks, focusing on conversion and their optimization;
- Disconnecting inefficient consumers with high advertising spend, high CPA and CTR;
- To reduce the cost per click and increase the number of relevant queries, we created dynamic campaigns;
- Regrouping keywords at the group level. We kept the most relevant keywords, excluded those that do not receive clicks and are low-frequency. This allows you to write more relevant ads and increase your quality score;
- Adding expanded ads and one responsive ad per ad group is a quality ad campaign;
- Writing relevant headlines using keywords, specifying the benefit from the buyer's perspective.
We decided to test Shopping campaigns. They can outperform search campaigns because the ad already includes graphic creative and a price. This ad filters out customers who are not ready to buy. Google Shopping campaigns also have higher conversion rates at a lower cost compared to search.
We also launched a branded campaign, after which competitors used our company's queries in their advertising.
It was recommended to pay attention to the loading speed of landing pages and optimize them. This reduces the number of bounces and visitors who did not convert.
Optimization tasks have been completed, goals – increasing ROAS, decreasing CPA – have been achieved. Work on the account continues.
| February 2020 - May 2020 | February 2021 - May 2021 | August 2021 - November 2021 | |
| clicks | 45,823 | 220,347 | 208,539 |
| Showings | 2,240,641 | 4,254,819 | 13,697,640 |
| CPC; | $0.10 | $0.04 | $0.05 |
| Conversions | 941 | 2151 | 3703 |
| Conversion rate | 1.43% | 0.98% | 1.82% |
| Cost of one order | $6.33 | 4.5$ | $2.81 |
| Costs | $4,376 | $9,695 | $10,411 |
| Income | $30,899 | $69,487 | $168,850 |
| ROAS | 706% | 716% | 1,621% |
Over the last four months of working with the IT company Golden Web Digital, revenue increased by 5.46 times, the number of transactions increased by 3.9 times, the cost of conversion decreased by 2.25 times. At the same time, ROAS increased by 2.3 times.
But the result is that the client continues to work with us, and he also recommends us!