Case svn.kiev.ua

The following steps were taken before running the advertising campaigns:

• Ad account audited.
• Provided recommendations for the operation of the account and sites.
• Identified the main points for improving the performance of the account and provided options for their solutions.
• Analyzed the products sold during the year and identified the most marginal areas.
• The priority and most marginal directions have been agreed upon.
• Made a forecast and agreed on a budget for advertising campaigns.
• Adjusted existing conversions and created additional conversions to track intermediate events on the site before purchase.

The main goal that was set before us was to increase the number of orders and increase the overall ROAS for the account.

Development and optimization of campaigns

After analyzing already active campaigns, the following steps were taken:

• Adjusted the settings in the account according to the recommendations provided in the audit.
• Reconfigured both previous campaigns and new ones according to agreed new directions. Pmax campaigns with product ads were used as a basis. 
• Regularly optimized directions according to the results obtained:
  • Budget reallocation between campaigns
  • Separation of certain directions in already running campaigns according to performance.
  • Testing bidding strategies
  • Regular work with goods
• Provided recommendations for increasing budgets in campaigns based on the results obtained from the operation of the campaigns (Google Ads / Google Analytics 4) and from the sales received by the client.
• Launched new directions that were not launched at the start of work with the project.

• Conversions (purchase + calls) 230,92 (+5,15%)

• CPA (purchase + calls) 27.39% decrease;

• Expenses decreased by 23.65% - due to qualitative optimization.
• Value of conversions (revenue from direct purchases from the site, excluding calls) increased by 86.18% - due to a competent strategy of setting up advertising campaigns and maintaining an advertising account.
• ROAS 1 962% (+143,84%).Open in full size

In the first 30 days of working with the account, we managed to reconfigure the campaigns and achieve the set goals. The main goal was to increase ROAS in the account, which we managed to achieve. ROAS was increased by 143.84%. Campaigns began to work much more efficiently, and the client received higher profits at lower costs.

In addition, with costs reduced by 23.65%, we managed to keep the number of conversions at the level of the previous period (+5.15%) and at the same time reduce the CPA by 27.39%.

Such an increase in the efficiency of the account is due, first of all, to high-quality work with products, their analysis and the correct redistribution of funds in order to obtain a higher ROAS. Previous sales, seasonality and demand were also taken into account.