Since August 2018, the growth in the number of conversions amounted to 40.77% compared to the beginning of 2018
INITIAL DATA:
| Period | January 2018 β August 2018 |
| Niche | online store of photo equipment, photo accessories, and studio equipment |
| Task | Increasing the effectiveness of advertising campaigns based on the following metrics: β Growth and retention of the conversion rate (CR) according to the approved plan; β Growth of the ROMI indicator; β Increase in conversions including associated ones; β Reduction in cost per conversion; β Increase in revenue while maintaining the same advertising campaign expenses. |
RESULTS
The main task was the launch of contextual advertising and improving the effectiveness of contextual media advertising indicators throughout the entire cooperation period through campaign optimization and the introduction of new tools. The priority performance indicator for the client was the growth of transactions while maintaining the conversion rate (CR) at or above the planned level. There was also a goal to reduce the cost per transaction and increase revenue without increasing the promotion budget.
As a result of setting up and optimizing PPC campaigns in Google AdWords, the number of transactions increased by 40.77%, revenue grew by 79.67%, and the CR increased by 38.19% over 8 months. While improving the main indicators, it was possible to reduce the cost per conversion by 3.8% and stay within the budget.
Since in the user interaction chain with the website, a click through contextual advertising is not always the last click before a purchase, it is extremely important to consider associated conversions β transactions in which a certain channel is secondary, i.e., it helps to complete the conversion. During the period from May to August 2018, the growth of associated conversions amounted to 44.80% compared to the beginning of 2018. The CR, taking into account associated conversions, increased by 40.15% over 8 months.
WORK COMPLETED
β€ Detailed semantic analysis.
β€ Advertising campaigns launched in Google Ads, including:
β Product campaigns via API for all site categories;
β DSA campaigns with automatic selection of target pages for relevant search queries;
β Remarketing to DSA and search campaign audiences;
β Dynamic remarketing on Google and social media (Facebook, Instagram);
β SNDS campaigns focused on product categories with high conversion;
β Adaptive banners with images and prices from the product feed in the Google Display Network (GDN).
β€ Implemented cross-negative keyword matching between campaigns to eliminate competition between keywords.
β€ Regular campaign optimization:
β Cleaning search queries;
β Expanding the list of negative keywords to filter out irrelevant traffic;
β Expanding semantics across all categories;
β Adjusting bids and working with ad extensions in search ads;
β Setting up audience bid adjustments.
Results over 8 months
β€ Conversions increased by 40.77%, while the cost per conversion decreased by 0.07%.
β€ Associated conversions grew by 44.80%.
β€ The transaction rate (CR), including associated conversions, increased by 40.15%, and without them β by 38.19%.
β€ Revenue increased by 79.67% while maintaining the budget at the same level.
β€ The ROI indicator grew by 93.47%.
