I approached them to try PPC advertising because I had heard a lot about it and was interested in increasing sales.
ITForce helped set up the advertising campaigns and then optimized them to achieve better results. Regarding the workflow — I received a monthly report with analytics and a plan for the next steps. Communication takes place in a shared chat with the specialists, and my questions are resolved quickly.
As for the results — during our cooperation, the store’s sales doubled, while the cost per click decreased by more than a third.
I am satisfied with their work and can confidently recommend them.
What did we have at the start:
When our Client came to us, he hadn't used contextual advertising..
We proposed to launch the context and set up campaigns based on the subject of the Client's business:
- in the Google search network;
- shopping campaigns on Google Shopping;
- dynamic search campaigns;
- remarketing.
Workflow:
Search campaigns.
We have studied semantics for product categories for search campaigns. We launched campaigns, simultaneously updating the list of negative keywords (every 3-4 days). We tested ad creatives. Analyzed keywords by efficiency. Tested bidding strategies.
Then we launched a dynamic search campaign on the website index for priority categories. Created a page feed to launch a dynamic campaign by URL from the page feed. Added exact match keywords from search campaigns to avoid overlap.
Fig. 1 — Search campaign performance (02/01/2019 to 08/31/2019)
Launching a feed campaign resulted in a 31% reduction in CPA and a 2x increase in conversion rates.
Shopping campaigns.
Before launch, we formed a ToR for compiling a feed and sent recommendations for the introduction of information on the website with the requirements for launch.
Initially, Shopping campaigns were launched with a division of products into categories, while the list of negative keywords was carefully studied. Max СPC was set according to the margin of the goods.
Smart Shopping Campaign.
We optimized the product feed (we made adjustments to the names and descriptions of products using the feed conversion rules) before creating the campaign.
We launched it by stopping the impressions of a regular shopping campaign.
Fig. 2 — Shopping campaign performance (02/01/2019 to 08/31/2019)
Ultimately, a smart shopping campaign gave us results that are more effective: the cost of a transaction in Smart Shopping is 41% lower than in a regular one.
Deliverables
For six months of work of contextual advertising, we managed to get the following result.
Advertising ROI:
Fig. 3 — ROI for the period (02/01/2019 to 08/31/2019)
We analyzed the effectiveness of advertising on a monthly basis and optimized it. This way we could regularly ROI increase.
Fig. 4 — Comparison of campaigns over the period (01.08-31.08 and 01.02-3.03)
Comparing the first and last month, we have achieved:
- income growth by 164.7%;
- increase in transactions by 111%;
- decrease in CPA by 37.4%.
At the same time, the advertising budget increased by 32%.
The result obtained is due to accurate work and timely optimization of advertising campaigns.
At any time, you can order an audit of advertising campaigns from us and see if your context is working effectively.
