In order to achieve our goals and expand our audience, we used another channel for attracting clients — PPC advertising. Our specialists acted according to the following plan.
Conducted an analysis of the client’s active advertising campaigns
Our experts found that the majority of the budget was allocated to Performance Max campaigns, but some of them were underperforming. We suggested disabling them and making changes to the campaign structure based on user location. These steps allowed for more flexible budget management at the regional level and avoided situations where high cost per lead campaigns in certain regions attracted the majority of the budget.
Optimized Performance Max campaigns
In their work, our contextual advertising specialists try to combine manual settings with automatic ones. For example, a comprehensive approach to creating ad groups makes it possible to speed up the learning process during the operation of Performance Max algorithms, and the result is greater efficiency of the advertising campaign. When optimizing current campaigns, our experts added additional audience signals, ensured that the titles and descriptions were filled in for all text and creative options.
Launched new RKs and made changes to the structure
To reach new consumer audiences, our team tested creatives and launched new advertising campaigns. During the work, specialists constantly monitored their effectiveness in various product categories and geographic segments. If necessary, they disabled or regrouped ineffective categories and subcategories.
Performance Max campaigns were launched in the format of shopping ads for the Xiaomi and Apple Accessories categories. Each campaign was assigned its own audience, specific signals were defined, and dynamic remarketing was launched. In the first week of operation, these campaigns brought a 15% increase in conversions.
Key results of contextual advertising
Our team achieved the efficiency of using this promotion channel. The number of conversions increased by 3.1 times, and the cost of conversion decreased by 180%. The success of the chosen PPC advertising optimization strategy is evidenced by the fact that the income from launching search promotion increased almost 6 times, while the budget was increased only 2.5 times. ROAS increased 3 times and amounted to 3080%.
Conclusions on the project
Promotion of the online store Skay.ua became effective due to the combined efforts of SEO specialists and the team for launching and running contextual advertising. Another important point is close cooperation with the client. This approach allowed achieving good results in the competitive niche of selling electronics.
