Gravyar Case: Google Ads for Handmade Leather Brand

• Finding a target audience that will bring leads with a CPA acceptable to the client.
• Attracting an audience that is not yet familiar with the brand through a demand generation campaign.

Forecast

• Prepared proposals with a recommended budget and allocated it to campaigns within the framework of priority.

• Conducted an analysis of competitors, identified "weaknesses" in competitors' ads and websites, and determined for ourselves the directions we will develop and the advantages of our website's offers.

Development

Developed campaigns by site categories:

• Brand Gravyar
• Search campaigns
• DSA
• PMax
• Demand Gen
• Google Shopping

• The most targeted semantics have been collected.
• Structured them and divided them into ad groups.
• Fixed cross-minus words between campaigns and ad groups.
• Collected minus words - requests that do not match the target and added to minus words lists.
• Bids have been placed according to the forecast and the agreed budget.
• Created an ad with UTP and call to action.
• Developed ad objects using the entire site.

Demand Gen is a demand generation campaign

• Developed a campaign targeting audiences with keywords.
• Created informative display ads.

DSA

• We have developed a campaign targeting site categories.
• Informational announcements have been created.
• Added goals to groups by category.

• After launching new campaigns and conducting optimization work, we began to monitor results and demand. To increase the effectiveness of campaigns, various works were carried out and the budget was repeatedly increased due to increased demand from the target audience.
• After analysis, adjustments were made to our strategy.
• Work was also carried out to expand the semantic core, including those ad groups that are the most converting.

• Order (+145.28%)
• Cost of CPA order (-32.86%)
• CTR (+30,83%)
• Income 119,150 (+156.51%)
• ROI 248%

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• Analysis of search queries, also:
  • Excluding irrelevant queries.
  • Adding conversion requests.
• Rate adjustments.
• Implementation and analysis of strategies with machine learning.
• Analysis of locations by cost and conversion.
• Analysis of the best-selling products.
• Separation of high-margin goods into a separate trading campaign.

• The work carried out on the optimization of the Gravyar advertising account and the launch of campaigns, which were oriented towards the directions of the site, showed an increase in orders compared to the previous period by 145%. 

• ROI was almost 250%. This was facilitated by regular optimization work and timely work on allocating the budget with priority on campaigns that were more converting.

• These results were facilitated by regular analysis of changes made to the operation of the advertising account and timely adjustment of strategies and other settings.

Good luck

Satisfied users

Implemented and running

Different directions

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