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CONTEXTUAL ADVERTISING OF A SANITARY WARE ONLINE STORE

Project Overview

Subject:

 

Online store of sanitary ware made in Europe

Services:

 

Google AdWords management

Location:

 

Ukraine

Duration of cooperation:

 

since November 2014
Advertising platformGoogle AdWords
Statistical period16.11.2015 — 16.11.2016
Total number of clicks28 056
Bounce rate44,33%
Average position of ads1,9
Average CTR11,25%
Average cost per click2,62 UAH
Total expenditure73 432 UAH
Total transactions173
Average transaction rate0,53%
Total income684 530 UAH
ROI (with 30% margin)+58%

Total transactions

(with assisted conversions)

248

Total income

(with assisted conversions)

1 076 920 UAH

ROI (with 30% margin)

(with assisted conversions)

+ 74%
Phone orders~ 30-40% (35% used for calculation)

Total transactions

(including assisted conversions and phone call conversions)

 ~ 335

Total income

(including assisted conversions and phone call conversions)

 ~ 1 400 000 UAH
 ROI (with 30% margin)
(including assisted conversions and phone call conversions)		 ~ +80%

SCREENSHOT OF CAMPAIGNS (IN GOOGLE ANALYTICS):

A key approach to structure an AdWords account is to categorize keyword matching options and divide products into logical categories. With the launch of the promotional campaign, we selected a lot of popular and targeted keywords and indicated them as exact matches in AdWords account. Similarly, the same keywords were divided into separate groups but this time with the general meaning and the broad match modifier. After that, we completed the fullest possible list of negative words for each group with broad match. This way we were able to get better ranking with a lower cost per click.

SCREENSHOT OF PRICES AND RANKING (IN GOOGLE ADWORDS):

Sure enough, after the launch of promotional campaigns, there is always a need to optimize them. That is what we are doing during our whole cooperation with this client. Such optimization includes the following tasks:

  • Launch and estimation of different advertising channels, such as Google Adwords Remarketing.
  • Launch, optimization, and analysis of different categories of products agreed upon with the client. In case the results are not satisfying, exclusion of these categories.
  • Continuous monitoring of search queries and selection of negative words for groups with broad match keywords.
  • Improvement of advertisements to increase quality score and hence, the number of clicks.
  • Recommendations on how to improve the online store: its design, navigation, and purchase process, in other words, its usability.
  • The client receives monthly reports with the previous month data on the promotional campaign (changes in indicators), the funds spent during the month under report, and recommended sum for the following month (taking into account seasonality and noticeable changes to promotional campaign).
  • Immediate launch of all new features of contextual advertising systems (Google AdWords and other), which are quite often updated. As those who do not keep pace with the times, always move back.

SCREENSHOT OF ASSISTED CONVERSIONS (IN GOOGLE ANALYTICS):

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