Advertising online tool store with 1000% ROI
Tool and equipment
- Ukraine
- January 2019 — April 2019
Client
An online store of tools and equipment. The client contacted us to advertise his online store, because his previous advertising campaign was not working.
Tasks
- Increase the number of orders from the site
- Introduction of new sales channels
- Optimization of all advertising channels and campaigns
ANALYSIS OF THE CURRENT ADVERTISING CAMPAIGN
Since the client did not work with contextual advertising, and set it up himself, the quality of the setting turned out to be extremely low. The campaign created hundreds of ad groups, with hundreds of broad match keywords without modifiers. No additional advertising campaigns were present.
ISSUES IDENTIFIED
01
Large number of keywords per ad group
Hundreds of keywords in broad match without modifiers. The traffic quality was appropriate.
02
Insufficient number of ads in the group
One ad per group, with hundreds of keys in the group itself.
03
Low quality keywords
Due to the use of the above "structure" the quality was extremely low, because of this, the client significantly overpaid per click.
04
Targeting did not allow flexible adjustments
Everything is standard here - in the targeting of the advertising campaign, simply "Ukraine" was set, that is, there could be no bid adjustments.
05
Low ROAS
Most of the time the campaign worked in the red.
Setting up advertising campaigns
01
Advertising campaigns on search - more than 30 campaigns and more than 300 groups in total
02
Dynamic search campaigns
03
Product campaigns.
04
E-commerce via Measurement Protocol is connected, call tracking and various forms of capture are connected.
Also, since the share of purchases on the first interaction is only 51%, you need to catch up with users and remind you of yourself. Additionally configured:
01
Dynamic Remarketing
02
Remarketing for abandoned carts
03
Tracking Registered Users via User ID
04
Trigger mailings set up
Results
Number of clicks
110 000
CTR (on search)
13%
Average CPC
0.97 UAH
Number of orders from advertising
2800
The cost of one call
25 UAH
Advertising campaign spending
72 000 UAH
The cost of all conversions from ads
2 200 000 UAH
ROI
2950%
Average check
850 UAH
