Advertisement for an online store of sunglasses
Sunglasses
- Ukraine
- December 2018 - November 2019
Client - online store of sunglasses
Back in 2018, a client contacted us to set up contextual advertising for an online store. Initially, search advertising was launched, later a Google Shopping shopping campaign was added.
Advertised product - sunglasses
A task
- Analysis of current advertising campaigns
- Launching new advertising campaigns
- Optimization of all advertising channels
Setting up an advertising campaign
01
Search advertising
For advertising on search, we completely repeated the structure of the site, which made it possible to finely analyze and customize advertising.
02
Shopping Campaigns
During the work of advertising on the search, improvements were simultaneously made on the client's website for trade advertising, which was also launched a month later.
03
Analytics set up
Google Analytics e-commerce was tuned for performance analysis.
Working on campaigns
01
Automatic backing track in shopping campaigns
A script has been implemented that allows you to minus all search queries that do not contain the desired keywords. This script made it possible to leave in brand campaigns only queries that contain the name of brands, such as Persol, Warby Parker, Oliver Peoples, Mykita, Moscot, Gucci, Bulgari.
02
Campaign Filtering
Campaign negative keywords were added at the ad group level as it was easy to disable effective keywords when using the shared library/campaign level.
03
Selected audiences of site visitors for ad targeting
Different user audiences have been set up in Google Analytics to target ads to more interested users.
04
Google Merchant
During the operation of the advertising campaign, the number of transmitted product parameters gradually increased, which made it possible to expand the product card.
05
Google Shopping Seller Rating
Set up the "Seller Rating" program, which allowed to display "stars" on the item card.
Result
Number of interactions
53 240
Cost per click
$6,213.40
Average CPC
$0.12
Number of orders from advertising
309
The cost of one call
$20.1
Average order receipt from advertising
$123.8
Landing conversion rate
0.54%
Advertising revenue
$38,271.01
Advertising profitability
615.94%
