Case “Lady”

• Attracting the target audience for an online store of beauty products - buyers of cosmetics, products for manicures, pedicures, coloring and professional materials.
  
  
• Ensuring high return on advertising (ROAS).

Forecast

• Prepared advertising budget recommendations and allocated funds between campaigns according to their priority.
• Analyzed competitors in the beauty niche, identified the shortcomings of their advertisements and websites, and outlined their own development directions and key advantages of the online store.

Development

Developed advertising campaigns in accordance with directions and priorities:

• PMax:
  • – To cover the main demand and attract potential buyers.
  • – To promote priority product items.
  • – For disinfection category goods.
  • – For products by categories of cosmetics.
• Search - to attract users who are looking for products - competitors.
• DPO - dynamic search ads to attract users for relevant searches.
• Demand Gen – formation of demand and attraction of an interested audience.

• Prepared and connected product feed to Merchant Center.
• The products of the catalog have been divided into appropriate categories and groups.
• Collected relevant semantics for the main areas of cosmetics and care products.
• Minus words and cross-minus have been worked on to increase traffic relevance.
• Bids have been set according to predicted results and agreed budget.
• Created advertisements and objects taking into account the assortment and advantages of the online store.

DSA

• Developed a campaign targeting product categories and pages.
  
  
• Prepared relevant dynamic ads.
  
  
• Set up goals to track campaign performance.

PMax product campaigns

• Created and configured advertising campaigns.
• Segmented the assortment by brands, categories and priority of products.
• Prepared ad objects with store visuals and key benefits.
• Defined and added priority search topics and signals and audiences.

• After launching the campaigns, regular monitoring of results and analysis of demand was carried out. To increase the effectiveness of advertising, campaigns were optimized and the budget was redistributed in accordance with the dynamics of demand and the effectiveness of individual areas.
• Based on the received data, the advertising strategy and campaign settings were adjusted.
• Work was carried out to expand the semantics and optimize product feeds, primarily in the most converting product groups.

July 1-31 compared to June 1-30

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• Analyzed search queries: excluded irrelevant ones and added queries leading to conversions.
• Optimized bids according to campaign results.
• Analyzed audience performance and focused advertising on the most effective segments.
• Conducted regular A/B testing of advertisements.
• Made adjustments based on audience demographics and behavior.
• Analyzed the effectiveness of product groups and assigned the most converting categories to separate campaigns.

• Launching product, search and dynamic campaigns and system optimization of the advertising account "Lady” made it possible to form a stable flow of targeted traffic and orders.
• The main task was to attract buyers of cosmetic products - both professional craftsmen and salons, and those who buy products for home use. The structure of the campaigns by the main product areas made it possible to cover different categories of demand and effectively distribute the advertising budget according to the effectiveness.

• As a result of the work carried out on the launch and optimization of advertising campaigns by priority product areas and target audience, it was possible to increase the effectiveness of advertising and improve key indicators, in particular:
  
  • Purchases: 253 (+27.78%).
    
    
  • Advertising calls: 32 (+100%).