CONTEXTUAL ADVERTISING OF AN ONLINE STORE OF MEN BRAND CLOTHES

Project Overview

Subject:

Online store of men brand clothes

Services:

Contextual advertising and remarketing in Google AdWords

Location:

Ukraine

Duration of cooperation:

since January 2015
Advertising platform Google AdWords
Statistical period 20.12. 2015 — 20.12. 2016
Total number of clicks 32 532
Bounce rate 35,74%
Average position of ads 1,6
Average CTR 21,80%
Average cost per click 2,17 UAH
Total expenditure 63 882 UAH
Total transactions 242
Average transaction rate 0,57%
Total income 636 119 UAH
ROI (with 40% margin) +70%

Total transactions

(with assisted conversions)

443

Total income

(with assisted conversions)

1 206 808 UAH

ROI (with 40% margin)

(with assisted conversions)

+ 86%
Phone orders ~ 25-35% (30% used for calculation)

Total transactions

(including assisted conversions and phone call conversions)

~ 575

Total income

(including assisted conversions and phone call conversions)

~ 1 570 000 UAH
  ROI (with 40% margin)
(including assisted conversions and phone call conversions)
~ +90%

SCREENSHOT OF GOOGLE ADWORDS CAMPAIGNS (IN GOOGLE ANALYTICS):

SCREENSHOT OF PRICES AND RANKING (IN GOOGLE ADWORDS):

SCREENSHOT OF ASSISTED CONVERSIONS (IN GOOGLE ANALYTICS):

Keywords we used for search advertising are divided into two main categories: brand name based and general brand. For brand name category these and similar keywords (“baldinini shoes”, “bugatti shoes”, “eterna shirt”, etc.) show good performance, while in the general brand category the following ones are effective: “online store of brand clothes”, “brand men clothes”, “stylish men shoes” and more. Taking into account that the general brand category is more sensitive to not relevant keywords, we used the maximum number of negative words for it.

We relied on our long experience to create highly relevant ads and used our specially designed algorithms to adjust the bids for separate keywords, which helped us to achieve unprecedentedly high clickthrough rate (21,80%). Even if less professional agencies manage to reach such high CTR, usually they rely on expensive keywords. In our case, the cost per click was very low, while the competition in this sphere is pretty tough (Google Search ~ 2.09 UAH).

Sure enough, the high CTR and the low cost per click in no way impacted the quality of traffic, and our tables include a bounce rate as one of the most important indicators of traffic quality. As you can see, the bounce rate in Google Search campaigns is 41%, which proves quite good quality of the commercial traffic. The fact that users visit the website to purchase but not to look for information is proven by performance indicators, namely a transaction rate and a total number of transactions.

Special attention was given to remarketing campaigns, the productivity of which mainly depends on types of remarketing lists and ad banners. So the remarketing lists were divided into three main groups based on their relevance. For the list with the highest relevance, we set up the highest CPC and display priority, while the least relevant list had the lowest bids and priority. With regard to banners, in most cases the ads included information about new collections and related seasonal sales. Consequently, CTR of Google banners was 0.35%, which can be deemed as a good result.

A quite important factor, which was not considered during the calculation of contextual advertising profitability (ROI) were repeat purchases. This online store works in the niche where many clients become loyal. The analysis of groups in social networks (their activity and subscribers growth) can easily prove this tendency.

Do you want more traffic? Yes
Do you want more traffic? Yes

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