Steps Taken
Audit of Existing Campaigns
- Analyzed the current Google Ads campaigns, including Search Ads and Google Shopping.
- Found inefficiencies: The Search Ads received most of the budget but failed to deliver results, while Google Shopping lacked conversions for effective learning.
- Evaluated Performance Max, which had been set up but did not yield positive results.
Setup of New Advertising Campaigns
- Maximize Conversions: Replaced ineffective campaigns with conversion-focused strategies, allowing Google Ads algorithms to learn faster and improve performance.
- Tested various strategies to track conversion costs and optimize budget allocation.
Cost and Performance Optimization
- Reduced CPC to 1.78 UAH, and cut conversion cost to 43.79 UAH, which was twice as low as the previous contractor’s results.
- Adjusted budget allocation based on macro-conversions to further enhance performance.
Market Research and Competitor Analysis
- Conducted market research to evaluate competitors’ strategies, ad formats, and USPs (payment, delivery, return policies). Identified competitive pricing strategies, allowing for better campaign adaptation and more effective KPI achievement.
Results
- Total Clicks: 11,559 clicks at an average CPC of 1.78 UAH.
- Average Cost per Conversion: 43.79 UAH (below the 50 UAH KPI).
- Total Revenue: 109,000 UAH from ad-driven sales.
- Expanded Collaboration: After a successful two-month test period, the client continued working with us.
Conclusions
This case study highlights how meticulous Google Ads optimization and a focus on macro-conversions can drive significant results within a limited timeframe and budget. The client not only achieved a lower cost per conversion but also secured stable ad-driven revenue through a comprehensive approach involving market analysis, new strategies, and campaign refinements.