Steps Taken
Campaign Setup
- Search Campaign and Google Shopping: A search ad campaign was developed, along with the launch of Google Shopping. A Google Merchant profile was created, and a feed was set up.
- Performance Max: Launched Performance Max after initial campaign optimization for more effective conversion acquisition.
Campaign Support and Optimization
- Used macro-conversions to accelerate Google Ads’ learning process, allowing the platform to optimize ad delivery more effectively.
- The campaign’s goal included conversions not only for purchases but also for actions like adding products to the cart and clicking on the phone number.
Optimization and Performance Analysis
- Based on campaign analysis, search ads did not deliver the expected results, but Google Shopping and Performance Max showed the best performance.
- Ad testing was conducted to identify the most effective options, reducing the average cost per conversion to 33 UAH.
- Leveraged Google’s partner ad budget, providing a 10,000 UAH bonus for further campaign optimization.
Data Collection and Integration
- Continuous monitoring of key metrics, including seasonality analysis, allowed for campaign adjustments in response to demand changes.
- Collected data from various sources to track ad performance and optimize spending.
Results
Number of Purchases: 1,581 purchases with an average cost per conversion of 33 UAH.
Total Revenue: Products added to carts totaled approximately 10 million UAH.
Significant B2B Demand: Although campaigns targeted B2C, the site also attracted a large number of B2B clients who placed bulk orders.
Collaboration Expansion: After testing another agency, the client entrusted additional ad account management.
Conclusion
This case demonstrates how a comprehensive approach and the use of diverse ad formats (Shopping, Performance Max, macro-conversions) can achieve KPIs, even for a newly launched online store. Effective campaign management, cost reduction, and rapid algorithm learning led to consistently high results.