Case of an online women's clothing store - sales growth by 400%
Women's clothing
- Ukraine
- January 2018 - present
Client
An online store for women's clothing. In January 2018, a client contacted us for a contextual advertising service to increase sales of their online store.
A task
- Increase the number of orders from the site
- Increase ad ROI.
- Increase brand loyalty
ANALYSIS OF THE CURRENT ADVERTISING CAMPAIGN
Initially, we got an advertising campaign that the client set up himself. The quality of such campaigns is often very low, not enough to get a positive result.
Mistakes were pretty standard for first-time PPC setups.
After a full analysis, it was decided to completely redo the advertising campaign.
ISSUES IDENTIFIED
01
Large number of keywords per ad group
Huge number of keywords per group. Some groups contained 200 keys. Other than a large number of keywords, no match types or modifiers were used.
02
Insufficient number of ads in the group
A small 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 advertising.
04
Low quality keywords
Due to poor in-system quality, the position of ads was often lower than the top block. The cost per click at that time was much higher than the competition.
05
Targeting does 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 ROAS
Return on investment from advertising before work begins – 500%
WHAT WAS DONE
The account structure has been completely redesigned. Search campaigns, display networks, dynamic remarketing, and dynamic search ads have been set up. Campaign targeting changed. Set up automation and e-commerce for data collection and analysis.
PROGRESS
01
Search campaign structure has been completely redesigned
Instead of several hundred keywords per ad group, work has been done to create smaller and more relevant groups. This resulted in better quality and lower cost per click.
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
New advertising tools have been introduced, such as dynamic search ads and smart display campaigns.
04
Selected audience segments
Several audience segments have been created to be able to launch advertising campaigns for users at different levels of the funnel.
05
Remarketing set up
Using the created audience segments, remarketing campaigns were created for different categories of users.
06
Created dynamic search ads
In addition to regular search campaigns, new tools were used to attract customers from search. The campaigns were still in beta testing when the DSA website was launched.
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
Automation set up
Tested and implemented working bid management strategies.
09
E-commerce set up
Set up an accurate transmission of e-commerce data to Google Analytics to analyze the effectiveness of the advertising campaign.
RESULT (INCOME FROM ADVERTISING)
Number of clicks
200 000
CTR (on search)
fifteen%
Average CPC
0.99 UAH
Number of orders from advertising
3 500
The cost of one call
57 UAH
Advertising campaign spending
200 000 UAH
The cost of all conversions from ads
5 900 000 UAH
ROI
2950%
Average check
1 700 UAH
