Case of ice drifts - how to get an additional 180% of orders using context
Shoes and accessories
- Ukraine
- November 2017 — January 2018
THE CLIENT IS A MANUFACTURER OF ICE DRIVERS
In the summer of 2017, a client asked us to advertise a seasonal product. After analyzing the history of requests, we made a recommendation to plan the start of the advertising campaign from November due to the specificity of the product and a clear seasonal dependence.
ADVERTISED PRODUCT - ICE FLOORS, ICE STOPS, ANTI-SLIDERS
Analyzed data on queries and demand.
A TASK
- Increase the number of sales per season.
- Attract a new audience of wholesale customers.
- Increase brand loyalty
ADVERTISING CAMPAIGN SETUP
To solve this problem, we created advertising campaigns on search, on the display network and remarketing. Campaigns were divided by geotargeting, and ad groups were organized in such a way that they repeated the structure of the site. Set up automation and e-commerce for data collection and analysis.
01
Search advertising
For advertising on search, we created 2 campaigns: Ukrainian and Russian, with ads in the corresponding language. In addition, separate campaigns were created for regions with high competition.
02
Rate adjustments based on weather data
Set up a script for bid adjustments through OpenWeatherMap API.
03
Made bid adjustments
Based on Google Analytics statistics, bid adjustments were set for device types, time and geotargeting.
04
Google My Business
A Google My Business profile has been created, approved, and linked to the ad account. This made it possible to add addresses to ads and get additional traffic from search results.
05
Analytics set up
To analyze the effectiveness of the advertising campaign, goals were set up to account for orders from the site.
06
Geotargeting
In the geotargeting of the advertising campaign, all regions, regional centers and large cities of Ukraine were used. The display was made to users who were physically located in a certain location, and to users who were interested in it. This setting had a positive impact on site conversions.
WORK ON CAMPAIGN
Many adjustments were made throughout the campaign to increase its ROI.
01
Changed the structure of search campaigns
Using the method of A / B (alpha-beta) & nbsp; campaigns, the most effective keywords were identified, which make up the current campaigns. Ineffective words were separated into separate SKAG campaigns. If there were no further conversions, these keywords were removed.
02
Campaign Filtering
Negative ad campaign keywords were added at the ad group level as it was easy to disable showing 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
Rate Adjustment
Thanks to the integration with OpenWeatherMap API, it was possible to maintain high positions of ads in unfavorable weather conditions, that is, when the product was most searched for.
05
Remarketing
Upon reaching the maximum budget in the search network, remarketing was set up to increase the number of orders even more.
Result
Number of interactions
8 839
Cost per click
UAH 13,819.72
Average CPC
1.66 UAH
Number of orders from advertising
468
The cost of one call
30 UAH
Average order receipt from advertising
150 UAH
Conversion rate
5.22%
Advertising revenue
UAH 70,204.12
Advertising profitability
401%
