Case of an online store of children's knitwear - dynamic remarketing rules
Baby clothes
- Ukraine
- November 2017 — January 2018
Client
Knitting factory. At the end of November 2017, the client asked us for contextual advertising to increase sales from the site.
A task
- Increase the number of orders from the site
- ROI must be above 100%
- Increase brand loyalty
Product
ANALYSIS OF THE CURRENT ADVERTISING CAMPAIGN
We received an already working Google AdWords account from the client, which, based on the analysis, needed a complete overhaul. The screenshot below clearly shows what was wrong.
Issues Identified
01
Large number of keywords per ad group
Due to the large number of keywords per ad group, sometimes up to 100 keywords, it is impossible to set up quality ads. Other than a large number of keywords, no match types or modifiers were used.
02
One ad per ad group
Insufficient number of advertisements in the system, which makes it impossible to improve the quality for individual keywords. And this despite the fact that there were up to a hundred keywords in the group.
03
Hybrid Campaign
The account had one "search and display network optimized" ad campaign. This type of campaign does not allow for full fine-tuning of both search and banner ads.
04
Low middle position
Due to poor in-system quality, the position of ads was often lower than the top block.
05
Targeting did not allow flexible adjustments
"Ukraine" was set in the targeting of the advertising campaign, which does not allow adjusting bids for individual cities and regions. Also, bid adjustments by time and device types were not used.
06
Low ROI
ROI before work starts – -5%
WHAT WAS DONE
The account structure has been completely redesigned. Campaigns were set up for search, display, remarketing, dynamic remarketing in display and search. Campaign targeting changed. Automation and e-commerce set up for data collection and analysis.
01
Search campaign structure has been completely redesigned
To fine-tune the advertising campaign, it was divided into separate categories of the site. For specific products, a "Dynamic Search Ads" type campaign was used; by product feed and Google index. To form ad groups, the SKAG (Single Keyword Ad Groups) method was chosen, which allowed to maximize the quality and gave access to fine-tuning. The downside of this method is the number of ad groups, since one ad group uses one keyword in three match types. However, this problem is solved with labels and prefixes/suffixes for groups.
02
Geographic targeting has been completely redesigned
Instead of single targeting "Ukraine" all regions, regional centers and large cities of Ukraine were used. As a result, we received more than 150 locations. This allowed us to adjust rates more flexibly. For example, for the city of Izmail, you can set +15%, without the need to raise rates for the whole country.
03
Advertising campaigns set up for the display network
Where did we get additional traffic at a low price.
04
Selected audiences of site visitors for ad targeting
To achieve a better result, different audiences of visitors were identified, which made it possible to return users to abandoned carts, show ads only to the audience that is interested in the product and, as a bonus, use Google smart lists.
05
Remarketing set up
Site statistics showed that the vast majority of all orders, about 80%, are made by returning users. The conclusion is simple but effective – return as many users as possible. To do this, advertising campaigns for regular remarketing, dynamic remarketing campaigns in the display network and the search network were set up.
06
Created over 100500 ads
A minimum of 3 advertisements were created for each ad group. Including all SKAG groups, display networks and remarketing.
07
Worked out negative keywords
In addition to the standard negative keywords, the ad campaign also implemented a cross-backlink at the ad group level.
08
Made bid adjustments
Based on Google Analytics statistics, bid adjustments were set for device types, time and geotargeting.
09
Automation set up
For the advertising campaign, scripts were developed for multiple bid adjustments per day. This allowed us to keep the position of effective keywords at the top of the search page.
10
E-commerce set up
To evaluate the results of the advertising campaign, we set up advanced e-commerce through the Measurement Protocol.
RESULT
Number of clicks
9 119
CTR (on search)
20.68%
Average CPC
1.71 UAH
Number of orders from advertising
202
The cost of one call
96 UAH
Advertising campaign spending
UAH 15,634.51
The cost of all conversions from ads
UAH 41,953.44
ROI
168%
Average check
200 UAH
