Case Taynik / Sale of safes / Ukraine / Google Ads / RRS

Direction – sale of safes of various types

Location – Ukraine

Development start date – June 2021

Leads – purchase request, transaction created.

Site –  https://taynik.com.ua 

Introduction:

We received a site, an online store, with a wide range of safes.

Important – a safe is not an urgent purchase, the decision to buy this kind of product is taken carefully and thoughtfully.

• The user examines all offers in the search results, and here the role will not be played by the price, but by the reliability of the safe and positive reviews. The user can also rely on the personal experience of acquaintances and friends.

It is also necessary to take into account, for advertising safes, the age group, income level, and the field of activity of users.

• For example, for the purchase of a safe for an organization, certain targeting and advertising is required, for advertising home safes, targeting and ad texts will already be different, etc.

Making a purchase decision can take up to a month, so it is important to set up remarketing audiences - users (for example, the user was on the site, studied the assortment, but did not buy anything). 

• It is not recommended to configure the audience for a longer period.

Site audit. Analysis of competitors. Forecast.

• We conducted a site audit and competitor analysis, identified "weaknesses" in competitors' ads and sites, and determined for ourselves the directions we will develop and the advantages of our site's offerings.
• Made a preliminary forecast by directions, taking into account the location, in order to determine the amount of the bet in different cities of Ukraine, in the TOP 3 display. After developing and collecting semantics, we made a more accurate prediction.

Development:

Developed search campaigns:

• by site categories;
• brand campaign;
• smart shopping campaigns by site categories;
• campaign with Ukrainian semantics;
• campaign on competitors;
• remarketing campaign.

what was done during the operation:

• compiled semantics that most closely match the target user request:
• divided by ad groups;

• added cross-minus and collected negative words to lists that are attached to campaigns.

• bids are placed, according to the forecast, taking into account the location.
• created ads - search responsive, text, dynamic ads.
• Added KeyWord, UTP and call to action to text and responsive ads.
• it is important to monitor the quality of ads and constantly improve it.
• an extension has been developed (we always work out the account to the maximum under the extension).

Shopping campaigns

• Shopping campaigns were developed according to the site's priority directions (from the advertiser's experience).
• Accordingly, in the campaigns, a budget of different sizes was set.
• Also paid attention to the trade feed, checking for the correct description.

Analysis and works:

• Initially, after launching the campaigns, we observed where the target users came from, analyzed the data.
• For example, what percentage of target users come from mobile devices and computers, the conversion value of these devices; who orders the service more often: man/woman, their age; what are the common interests of the target users.
• After the analysis, we carried out a number of works related to rate adjustments (lowering/increasing) depending on the received data, as well as work related to the expansion of the semantic core.