Cases / Google Ads

Google ADS: “UKRMODA” embroidery online store

Clothing and accessories

Google Ads

About the project

Objective

Primary objective: Reduce the conversion price without exceeding the average monthly budget
Second objective: increase the number of requests from the site
Work deadline: 1 month
Advertising budget: UAH 35,000. per month without VAT
Call-Tracking is not used, so we only use the number of orders for calculations

Comment

Call-Tracking is not installed for this site. And it's a pity. Since it would allow you to see the full picture by the number of conversions and, accordingly, by their cost. And this is very important for a PPC specialist, because having a complete picture of conversions, he has the opportunity to manage advertising campaigns more effectively and, therefore, bring more benefit to the client...
If your business receives applications through calls, be sure to install Call-Tracking in order to better know "from which sources customers are calling you."
In addition, secondary conversions (Microconversions) are tracked on the site to understand customer activity on the site, but they are not used in calculations (tracking of clicks on social networks, messengers, etc.).

A good Google Ads account structure is the key to success

All campaign types are configured in the account.
Some of them with distribution by device, demographics, language.
This is done by analyzing targeted traffic, conversion rate and conversion rate data.
Added maximum minus word options to each campaign and in general lists.
All possible announcement objects in Ukrainian and Russian languages have been created.

SRA

The campaign and account settings are generally correct, and the Transaction's SRA was UAH 357.00. , received 91 transactions.
After the work, the SRA amounted to UAH 280.52, 120 transactions were received. The transaction rate increased by 10%.

Associated conversions

Associated conversions "Transaction" - increased by 14% (conversions for which a certain traffic source was not the last before the purchase or other targeted action, but helped to achieve the conversion).

We analyzed the performance of campaigns and
- changed campaign bidding strategies;
- adjusted budgets;
- removed some words from minus words.

A high-quality account structure is a very important thing, but without regular analysis of the performance of each individual campaign, analysis of demand, changes in the market and in the country, a well-configured structure can work ineffectively. The change in seasonality is also important.
We analyzed each individual campaign compared to the previous period and the year-ago period, and adjusted budgets and strategies according to the growing demand.

Also added new videos in the contextual media network and video campaign, which had the effect of increasing the volume of users.

Analysis of search queries, also:
- Excluding irrelevant queries.
- Adding conversion requests.
Analyzing the performance of campaigns that were separated by device.
Analysis of locations by cost and conversion.

The performed work on optimization of the advertising account demonstrated an increase in orders compared to the previous period by 31.87% and a decrease in CPA by 27.26%.
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.