Google Ads is the first in the list of tools to increase sales for online stores. After all, even if you have great stuff and discounts on your website, what's the point if no one will ever find out about it? The context makes it possible to show you to other users and attract them to become your customers.
The truth is that advertising campaigns need to be set up so that the return on them comes as quickly as possible.
In this case, we show you what the launch of contextual advertising gave to our client, the Notka music store. The launch of advertising campaigns allowed to increase the Client's income by 4 times, and the number of transactions - by 3.8 times in just the second month of work!
1. About the Client
Our task was to increase the number of sales of musical instruments. Contextual advertising services haven't been used before.
The Client has a website on Horoshop, which greatly simplified our task of installing additional tools and setting goals. We only needed access to the admin panel. Next, we set up GTM and Google Analytics ourselves. In addition, e-commerce is already integrated on these platforms, which gives us more time to set up ads.
For this CMS you do not need a programmer to set up tracking, which significantly saves the Client's money.
2. Advertising campaigns setting up
We know exactly what to set up when a new task is received. At the same time, we are sure to focus on the wishes of our Сlient. Where did we stop in this case.
2.1 Search campaigns
The Сlient wanted to increase sales for priority product categories:
- synthesizers;
- digital pianos;
- acoustic systems.
For this purpose, we set up search campaigns: for each category - one campaign, for each tool in the category - a separate ad group. And each group contains ads for individual products.
We also added Ukrainian options for ads due to the focus on the Ukrainian market.
To increase the click-through rate, we used the advantages of the Client and Google Ads extensions:
- additional links;
- clarifications;
- profile;
- cell.
Fig. 1 – Client ad in search on desktop
Fig. 2 – Client ads in mobile search
During the work we:
- worked out the semantics (excluded inappropriate queries, expanded the list of negative keywords);
- analyzed keywords by efficiency (excluded ineffective ones - those on which the budget is spent the most and which do not bring conversions);
- tested bidding strategies (at the initial stage, we used the Maximize Clicks strategy, then - Maximize Conversion Value and Target CPA to reduce advertising costs).
The first month of work was aimed at statistics gathering, and we did not expect great results from it. Campaigns need to learn, collect data to further improve their performance.
In the second month of work, we suggested setting up additional search campaigns for brand queries and a campaign with general queries for the music store, since we noticed that users often drive these queries into the Google search engine.
The Client agreed with all the suggestions, and, for their part, additionally asked to set up a campaign for percussion musical instruments in order to increase sales in this category.
2.2 Shopping campaign
In the first month, we set up a standard Shopping campaign. However, in the second month we had to turn it off, because in the first month we received enough data on transactions and conversion values to set up a Smart Shopping campaign.
Fig. 3 – Results of standard and Smart shopping campaigns (September 5 - November 5 2021)
It gave us more effective results: the number of transactions in Smart Shopping is 41% higher than in a standard, while the cost of conversion is 22% lower.
2.3 DSA
On our initiative, we set up a DSA campaign for the Client. It works in combination with search engines and allows you to close the gaps in semantics and increase the audience to which your ads will be shown.
Dynamic search campaign is automated: the system itself compares the user's search query and the content on the website. If the content is relevant, then the algorithms automatically generate the ad title and select a landing page based on the content on the website.
By using artificial intelligence at its core, DSA helps to serve users with better ads: the proportion of impressions above the search results was 94%, and the percentage of impressions received was 75% (39% better than the search results).
Fig. 4 – Auction statistics for a DSA campaign
As of November 2021, 7 advertising campaigns are running on the Client's account. The most effective of them is Smart Shopping (accordingly, more budget is allocated for it).
3. Deliverables
Ongoing analysis and optimization of advertising campaigns allow us to obtain such results in the second month of the project in comparison with the first:
Fig. 5 – Period October 5-November 5, 2021 (comparison with the previous month)
As a result, correctly configured campaigns made it possible to achieve the following indicators:
- income increased by 294.6%;
- the number of transactions increased by 279.5%;
- ROAS increased by 1509%;
- prices per transaction decreased by 60.4%.
Fig. 6 – Increase in income for September-November 2021
The advertising budget grew by only 50%. We do not stop and work further with the project - we optimize campaigns to get even better results. Therefore, we will update the case as it develops and moves forward. In the meantime, the contextual advertising channel is the main source of income for the Client.
Conclusion
How well your contextual advertising will work from the start depends on many factors. And the choice of a digital agency is one of the key ones. We make every effort for the successful work of advertising from the start and do not slow down the pace during the entire period of the promotion. This can be seen in the case of our Сlient.
As of today, we continue to cooperate, which means that we are now working on adjusting the semantics and ads to increase the click-through rate of creatives and the Client's income. Contact us!
