Contextual advertising of a store for animals
Goods for pets
- Ukraine
- March 2019 — September 2019
CLIENT - SHOP OF PRODUCTS FOR ANIMAL
In the summer of 2019, a client contacted us with a request to advertise pet supplies. After analyzing the request history, we made a recommendation to plan the start of an advertising campaign, and also gave a recommendation on the types of advertising campaigns that can be the most profitable.
ADVERTISED PRODUCT - PRODUCTS FOR ANIMAL: SCRAWLING POINTS, SHADES, BOWLS, DRINKERS, FILLERS, SHOVEL...
Collected data on search queries. in the subject.
A TASK
- Increase the number of sales per season.
- Optimize paid traffic channels.
PLAN ADVERTISING CAMPAIGN
To solve this problem, we created regular and shopping advertising campaigns. 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.
AD SETUP
01
Search advertising
For advertising on search, we created 3 campaigns: two exclusively for Kyiv and Kharkiv, where local stores are located, and one for all other regions.
02
Shopping Campaigns
Having developed a product data feed, Google Merchant moderation was completed and a Smart Shopping campaign was created.
03
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.
04
Analytics set up
To analyze the effectiveness of the advertising campaign, Google Analytics e-commerce was set up.
We launch effective advertising campaigns
Order advertising
WORK ON CAMPAIGN
01
Automatic backing track in shopping campaigns
A script was developed and implemented that allows you to minus all search queries that do not contain the desired keywords.
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
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" in the product card.
RESULT
Number of interactions
31 332
Cost per click
$4,215.59
Average CPC
$0.13
Number of orders from advertising
595
The cost of one call
7$
Average order receipt from advertising
$27
Conversion rate
1.74%
Advertising revenue
$16,559.72
Advertising profitability
400%
