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Case Study: Google Advertising Campaign for an Online Store Selling Vitamins and Dietary Supplements
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Case Study: Google Advertising Campaign for an Online Store Selling Vitamins and Dietary Supplements

Work process

Problem Statement and Client Request

The goal of the advertising campaign was to optimize the conversion acquisition process and improve ad spend efficiency. It was necessary to test various hypotheses regarding creatives, audiences, and campaign formats while identifying key metrics for future scaling and performance improvements.

Work process

Approach and Strategy

Brief for Designer: Development and preparation of advertising creatives considering product specifics.

Conversion Event Setup: Configuring tracking events to monitor campaign performance, focusing on leads and purchases.

Hypothesis Testing: Launching A/B tests to determine the most effective strategies.

Campaign Optimization: Adjusting campaigns based on obtained results.

Daily and Weekly Reporting: Preparing reports to evaluate campaign effectiveness and refine the strategy.

Results obtained

Achieved Results

Campaign 1: Performance Max / A / 26.06.2024

  • Conversions: 10
  • Cost per Conversion: 196 UAH
  • CPC: 6.08 UAH
  • CTR: 1.09%
  • Total Spend: 4,350 UAH

Campaign 2: Merchant / 28.06.2024

  • Conversions: 4
  • Cost per Conversion: 159 UAH
  • CPC: 6.08 UAH
  • CTR: 1.09%
  • Total Spend: 4,350 UAH

Campaign 3: Performance Max / B / 28.06.2024

  • Conversions: 4
  • Cost per Conversion: 497 UAH
  • CPC: 6.08 UAH
  • CTR: 1.09%
  • Total Spend: 4,350 UAH

Lessons and Improvements

  • The Performance Max / A campaign delivered the best results, showing the highest conversion rate and optimal cost per conversion.
  • The Performance Max / B campaign underperformed due to less effective creatives, reinforcing the need for audience testing and further optimization.

The Merchant campaign performed well but requires additional optimization for further scaling.

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Client Feedback

The client was satisfied with the test results, gaining a clear understanding of which campaigns perform best and should be scaled. Based on the gathered data, it was determined that campaigns with the highest efficiency require increased budget allocation for further growth.

Input data

Recommendations for Other Businesses

  • For e-commerce businesses, testing different campaign types and creatives is crucial to finding the most effective strategies for acquiring conversions.
  • Regular testing and optimization help reduce CPC and improve campaign efficiency.
  • Optimizing shopping campaigns is essential for product-based businesses, as fine-tuned settings can significantly increase sales with minimal costs.