Contextual advertising is a quick way to get targeted customers. Advertising is shown exactly to the audience that is interested in the promotional offer and is ready to make a purchase.
Target Users = Target Clicks = More Deals Completed
Contextual advertising requires proper configuration and taking into account the specifics of the Client's business. This may be seasonality, holidays, consumer specific, etc. Therefore, the specialist adjusts the advertising taking into account all these pain points.
Today's case is about how we brought 411 sales of the Client's online musical instruments store in 2 months of work. Also increased the return on investment in advertising by 3871.13% and reduced the cost of conversion by 35.5%.
We already had experience with paid advertising for a musical instrument store on the Horosop platform. Check out the results of our work.
1. About the Client
In May, our Client contacted us with the task of setting up contextual advertising to increase demand for his company's products.
The Client's company is an online store of musical instruments lanota.com.ua. The assortment includes keyboards and wind instruments, acoustic systems, guitars and equipment, percussion instruments, studio and DJ equipment, Hi-Fi and Hi-End equipment.
The Client's website is made on the Horosop platform. We only need access to the admin panel to set the context. The e-commerce block on Goodop is built-in, as well as access to a data feed that can be used in advertising.
At the beginning of the work, we created and set up Google Ads and Google Analytics accounts.
2. Setting up advertising campaigns for an online musical instruments store
Competition is quite high in the niche of selling musical instruments. We conducted a competitor analysis to highlight our advantages and better present them to our audience.
Advantages of the Client over competitors:
- a large selection of products for beginners and pros in a wide range of prices;
- certified products with a certificate of the official manufacturer;
- the goods have a guarantee of exchange, repair or return, subject to the rules of operation;
- the possibility of ordering cash on delivery - the end buyer can verify the quality of the goods before paying;
- free consultation with the call center manager in the online chat when choosing a product.
All the advantages of the Client's store PPC-specialist took to work.
We have identified 3 large groups of the target audience among customers:
- beginners - users who want to purchase tools (including children).
- pros in the music field;
- musicians are looking for accessories and consumables for their instruments.
Each consumer group is focused on its own product segment and requires different approaches to advertising. We took these aspects into account when compiling ads.
The next stage is the collection of the semantic core for advertising. These are the phrases by which our ads will be shown exactly to the audience that is looking for them. The semantics for the Ukrainian and Russian languages were collected using Keyword Planner, then the keys to the PPC Tool were grouped.
After studying the business of the Client and his competitors, we decided to set up the following advertising campaigns:
- Search network.
Brand Search Campaign and General Search Campaign. Category - keyboard instruments.
- Shopping campaigns.
Setting up and launching Shopping, later Smart Shopping. To do this, we had 2 data feeds in both languages. Launch region - all cities of Ukraine (except temporarily occupied territories).
Your online store must comply with certain rules to run ads through the Google Merchant Center:
- you can add only those products that are on the website to the Merchant Center Feed (the link in the ad must lead to the product page);
- ads must be written in the language of the country of targeting (for Ukraine, these are Ukrainian and Russian) - one language for the website, goods sold and registration data of goods;
- advertising information must match the information on the landing pages;
- the conditions for the exchange and return of goods are clearly described;
- security rules for the collection and storage of information;
- the seller must verify their ownership of the site in Google Search Console;
- reliable contact details and payment terms, security and convenience of ordering;
- You should log in to your Google Merchant Center account at least once every 14 months - this way the system will understand that the product data is up-to-date.
The website of our Client has the option of paying for the order by cash on delivery and by credit card. That is, the details for payment must be indicated on the website. Therefore, we have prepared a ToR to bring the necessary elements to the site. The client promptly processed the edits and made changes. So, we have fulfilled the necessary conditions for displaying shopping ads.
Since the account was new, that is, there were no statistics before the start of work. Campaigns initially worked on a maximum clicks strategy. We then started testing automated bidding strategies. First of all, maximum conversion value.
Companies were set up with the structure "1 group - 3 variants of expanded text ads". During the maintenance process, adaptive search ads and new elements were added: titles and descriptions in order to improve the Quality Score. We took the pictures from the Client's website. For greater attractiveness, extensions were used: phone number, images, and structured descriptions.
Ad examples:
Fig. 1 - Search ad
Fig. 2 - Search branded ad for musical instruments
When the conversion statistics were collected in the account, there was enough data to launch Smart shopping.
Fig. 3 - Responsive product ads
Interim data for 1 month of campaigns:
Fig. 4 - Data from the first month of contextual advertising
Goals that are meant by conversions:
- adding a product to the cart;
- start of ordering;
- successful ordering;
- transaction.
The goal Successful order placement worked until May 30 - later the specialist excluded it since the number of conversions duplicated the number of transactions.
It is not enough to launch an ad and wait for the result. You need to regularly optimize your campaigns to get the best impressions.
List of optimization works:
- elaboration of search queries and recommendations of the system;
- adding audiences to Observation;
- analysis of bid strategies, budget adjustments, rates and strategies;
- adding minus and keywords;
- adding adaptive search ads, new titles and descriptions in them, images in the extension, increasing the quality score of ads;
- disabling ineffective campaigns;
- disabling products, keywords, ad groups without conversions/with a high cost per conversion, if necessary;
- processing the relevance of landing URLs;
- development of rejected ads.
We also set up entire advertisements to order a call back using the Binotel end-to-end analytics tool and the chat tracking function - website visitors who wrote to the chat.
Results of the Smart Shopping campaign:
Fig. 5 - Smart Shopping results after launch
We have noticed that Smart Shopping brings better results. Let's look at a comparison of 2 types of campaigns:
Рис. 6 - Comparison of Shopping and Smart shopping campaigns for the period 23.05.2022-23.07.2022
Smart shopping showed high efficiency. We see that in this campaign:
- conversion rate is 3.5 times higher;
- cost per conversion is 1.8 times lower than Shopping.
Therefore, the advertising budget was gradually redistributed in favor of the Smart shopping campaign.
3. Deliverables on launching contextual advertising
Contextual advertising gives a quick result, as we have seen from the first days of the campaigns (see paragraph 2). Let's look at the overall picture of the launch of all configured campaigns.
The number of clicks for the period 05/23/2022 - 08/23/2022:
Fig. 7 - Number of clicks on ads
At the same time, the cost of conversions has decreased, while their value has increased.
Fig. 8 - Decreased conversion cost over the course of the ad
The main change in advertising performance is the increase in the value of conversions since July 13th. The average cost per click was set at about UAH 1.
Smart shopping brings the greatest profit to the client, this can be seen from the moment of launch, 10.06:
Fig. 9 - The result of Smart shopping
Now let's see the result of our work with the customer's online store of musical instruments for 2 months:
- total number of transactions;
- change in advertising return on investment (ROAS);
- change in the value of transactions;
- change in the cost of conversions.
Fig. 10 - Changes in customer account metrics
In the future, we plan to test Performance Max campaigns in an advertising account.
General results for the entire period of work:
- 411 – total number of transactions (+55.14%);
- +3871.13% to return on investment in advertising for 2 months;
- the value of transactions increased by 74.05%;
- 35.5% reduction in cost per conversion since launch.
The launch of contextual advertising brought significant results to our client even during the war in Ukraine. We continue to work further.
Conclusion
Regular analysis and optimization of advertising campaigns allowed us to improve the result of the advertising launch for the Client. By processing keywords, and negative keywords, and redistributing the budget between profitable campaigns, we received more completed sales (+55%), and also achieved a significant reduction in the cost of conversion (-35%).
Fill out the application, we will review your project and select a development strategy for it! We will help your business grow.
upd. 2.11.2022
- Read how Performance Max campaigns currently work in paragraph 4 of the article
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Conclusion
Regular analysis and optimization of advertising campaigns allowed us to improve the result of the advertising launch for the Client. By processing keywords, and negative keywords, and redistributing the budget between profitable campaigns, we received more completed sales (+55%), and also achieved a significant reduction in the cost of conversion (-35%).
Fill out the application, we will review your project and select a development strategy for it! We will help your business grow.
