SEO promotion for the WeloveMebel online store

The project was made by:

Natalia Beresneva, Project manager
Anton Sinyavsky, Head of Performance marketing

Service: search engine business promotion.
Project: WeloveMebel.
Region: Ukraine.
Duration of work: 1 month.
The Goal: drive traffic from search to the website and increase conversion.

Our client was the online store WeloveMebel, for which we developed and implemented a project to improve the site’s visibility in search. In just a month of work, 20% of key queries improved.

Features of the company and the project

WeloveMebel is an online furniture and accessories store with over 1000 products. Here you can buy home furniture, as well as lighting and decor: carpets, mirrors, textiles, etc. Delivery is made to any address in Kyiv or another city in Ukraine. It is also possible to get acquainted with the goods in offline showrooms located in some cities.

Given that our client operates in a highly competitive niche, it was important to find a way to drive search engine traffic to the site and increase conversion. We decided on SEO promotion.

Our strategy

WeloveMebel set us several tasks at once:

• internal website optimization;
• improving its position in the search engine results;
• increasing the authority of the site.

To accomplish all these tasks, our specialists carried out a comprehensive SEO promotion. At the beginning of the work, we analyzed competitors. This allowed us to find growth points, identify the strengths and weaknesses of the project, and develop an effective SEO strategy.

Our specialists also did the following:

• eliminated technical issues that prevented the site from taking high positions in search results;
• carried out On-Page (internal) optimization of the online store, namely optimized title tags, meta descriptions, set up internal links;
• performed off-page optimization, namely, worked on the link mass.

This approach allowed us to gradually bring the site to higher positions in search results and increase conversions. Let’s look at each of the stages in more detail.

Step 1. Analyze and optimize the content on your website

Our team carried out a comprehensive audit and optimization of the site’s metadata. The key tasks included:

1. Development of templates for automatic generation of meta descriptions for different types of pages.
2. Setting up the Noindex and Nofollow attributes on search engine results pages.
3. Integration of micro-markup for better data structuring.
4. Solving the problem with more than 5000 pages that displayed a 404 error, including missing images, deleted products, and pages from irrelevant sections.

These measures were aimed at improving the technical characteristics of the website and its indexing by search engines.

Step 2. Technical optimization of the website

At this stage, our specialists did the following:

1. We set up 301 redirects to optimize redirects.
2. Implemented a mechanism for indexing filters by search engines.
3. Fixed technical issues related to the generation of certain filters.

Our team also analyzed the website in detail and compared it with the websites of the main competitors. This was necessary to determine the optimal number of keywords for each page, their density, and the total amount of text content.

When working on the text content, SEO specialists focused on the following aspects:

• Correct filling of title and description meta tags, use of keywords.
• Optimization of the content structure using headings of different levels (H1, H2, etc.).

Step 3. Improve your link profile

Specialists systematically purchased links from reputable resources with a low spam rate. The platforms were selected based on the following criteria:

1. The duration of the domain’s existence.
2. The percentage of pages of the donor’s website indexed by search engines.
3. Absence of sanctions or restrictions.
4. The total number of outbound links, including both the main page and internal sections.
5. Traffic on donor sites.

Special attention was paid to web resources whose topics most closely resonate with our client’s business. This approach has a positive impact on the overall effectiveness of the SEO strategy.

Expert comment

Anton Sinyavsky, Head of Performance Marketing

Before contacting our company, the client was developing its web resource on its own, focusing mainly on the existing base of potential buyers. Our team proposed a different strategy: to expand the website’s audience and increase brand awareness. The integrated approach we developed had a twofold goal:
1. To optimize the content for more efficient indexing by search robots.
2. Increase user awareness of the existence of this online store.
By implementing this strategy, we sought not only to increase the number of site visitors, but also to turn them into loyal customers. And thus expand the presence of the online store in the online space.

What results did we get

Within the first month of working on the project, our team made significant progress in increasing the visibility of WeloveMebel’s website in search engines. The results were as follows:

• Improved positions for more than 20% of targeted keywords.

• Increase in the ranking of certain keywords in the top search results. For some key queries, we managed to raise the positions by more than 60 units.

These results demonstrate the effectiveness of the chosen CEO strategy. Working on the project, we laid a solid foundation for the further growth of the client’s online presence.

The project was made by:

Veronika Belikova, Project Manager
Vladyslav Zakharevych, Head of PPC

Service: paid media business promotion.
Project: Kronas.
Region: Ukraine.
Duration of work: from August 2023.
The Goal: to increase profitability by attracting new customers to the website and increasing the effectiveness of Google Ads.

Our client was Kronas, for whom we developed and implemented a project to increase the profitability of Google Ads. We managed to increase the number of calls through ads by 6.8 times.

Features of the company and the project

KRONAS is a leading company in the furniture industry. With many years of experience in the industry, it offers a wide range of high-quality products, including sliding systems, all-glass facades and other elements of furniture structures. With an extensive network of branches throughout Ukraine, KRONAS provides an opportunity to purchase its products in different regions. It also has an online store with more than 20,000 products.

Our task was to help the company expand its customer base and increase profitability by attracting new customers to the website and increasing the effectiveness of Google Ads.

Our strategy

Given the wide range of services KRONAS provides, it was quite difficult to launch and optimize PPC advertising campaigns. In addition, after performing an audit, our experts discovered the absence of certain types of advertising campaigns that could also generate leads and conversions.

To achieve the goals set by the client, our experts acted according to the following algorithm:

• analyzed the performance of existing advertising campaigns and their profitability;
• set up an analytics system;
• optimized existing campaigns;
• launched new trading and Pmax campaigns.

This approach allowed us to gradually increase traffic to the site and conversions. Let’s take a closer look at each of the stages.

Step 1. Setting up your advertising account

The client was using an outdated Universal Analytics service that could not provide the required granularity and depth of analytical data. Therefore, we suggested switching to the new, more powerful Google Analytics 4 platform. This was necessary to gain access to modern tools for collecting and analyzing data on user behavior on the site.

Our specialists performed a complete setup of the service and activated all the necessary parameters for e-commerce. In particular, we set up conversion tracking, detailed data on traffic sources, user behavior on the site, and other key metrics. This allowed us to gain a deep understanding of the customer journey to purchase.

We also set up dynamic remarketing to bring existing customers back to the site. This feature allows you to track the behavior of visitors and show them personalized ads with products they were interested in earlier. This helps to increase the likelihood of repeat purchases.

Step 2. Optimize the performance of advertising campaigns

The audit revealed many small advertising campaigns with a minimal budget. This was of no value for promotion. The daily budget was spent in just a few hours, but did not bring customers to the site. Therefore, it was decided to change the structure of the advertising account to be able to scale the result in the future.

To do this, our specialists first of all reconfigured the search campaigns correctly. They also added elements that helped make the ads more visible and clickable.

Step 3. Launch trade advertising campaigns and Performance Max

To attract new customers to the website, our specialists launched Google advertising campaigns. First, we checked the quality of the data feed in the GMC account. After that, the experts set up campaigns in the advertising account.

To increase the profitability of efforts, Performance Max campaigns were additionally launched. Thanks to this, KRONAS was represented on all available Google advertising platforms. To get the best results, our team used manual and automatic settings at the same time. And at the first stages of the advertising campaigns, we made the necessary adjustments.

Expert comment

Vladyslav Zakharevych, Head of PPC

While working on the project, we carefully controlled and monitored the performance of Google Ads. This allowed us to assess the effectiveness of the chosen strategy and the rational use of the advertising budget.
We paid special attention to such indicators as the number of clicks, impressions, conversions, and calculated the profitability of advertising. When preparing reports, we analyzed the performance of individual campaigns. And if we found low demand for products in a particular region or a lack of response to a particular advertising creative, we promptly made changes to the settings. This allowed us to increase the profitability of advertising and ensure the most rational use of the budget.
The launch of trade and Pmax campaigns also had a positive impact on the promotion results. They had higher conversion rates and lower cost per click. This allowed us to achieve excellent performance indicators. In general, careful monitoring, data analysis, and flexible adjustment of settings were the key to successful website promotion and rational use of the advertising budget.

What results did we get

Thanks to a carefully thought-out strategy and constant optimization of advertising campaigns, we managed to achieve a significant increase in key performance indicators.

The number of targeted actions, such as ordering or filling out feedback forms, increased 6.8 times compared to the starting point at the beginning of the project. This indicates that our experts have developed an effective strategy that allowed us to effectively engage the target audience and encourage them to take active action on the website.

We also managed to increase the number of clicks on ads by 2.6 times. Our experts were able to attract the attention of potential customers and get them interested. And thanks to careful optimization of advertising campaigns and fine-tuning of targeting, the cost per conversion was reduced by 2.5 times.

Such impressive results were made possible thanks to the experience and knowledge of our team. We carefully analyzed the data, made the necessary changes, and were constantly looking for ways to improve the effectiveness of advertising campaigns. Our cooperation with Kronas resulted in a significant increase in traffic, conversions, and profitability.

The project was made by:

Natalia Bersenyova, Project Manager
Vladyslav Zakharevych, PPC optimizer
Oleksandr Kantur, SEO specialist

Service: comprehensive business promotion.
Project: Skay.ua.
Region: Ukraine.
Niche features: high competition in the niche, the presence of different target audience groups with different needs.
The Goal: to increase the number of conversions and reduce the price for them.

Skay.ua contacted our agency to increase business profitability. We approached this issue in a comprehensive manner, using the possibilities of SEO promotion and PPC. Traffic to the website increased by 127%, the number of conversions — by 3.1 times. At the same time, the cost per conversion decreased by 180%.

Features of the company and the project

Skay has been operating in Ukraine for over 12 years and offers customers gadgets from leading manufacturers at attractive prices. The company has 5 physical stores in different regions of Ukraine and the online platform Skay.ua. The online store offers more than 10 thousand items: smartphones, tablets, laptops, home appliances and other gadgets. Skay is a distributor of well-known brands such as Apple, Lenovo, ASUS, ACER, and Samsung. The company also provides repair and maintenance services.

At the time of contacting us, the company already had a website with a detailed structure, which featured many products. The main problems were a drop in traffic and a decrease in the site’s visibility in search.

Our goal was to:

• improve the visibility of an online store in organic search;
• increase organic traffic to the website;
• to increase the number of conversions and reduce their cost.

To improve the website’s position and increase sales, we suggested implementing an integrated promotion strategy.

Our strategy

To achieve our goals and remedy the current situation, our experts have carefully planned their work, focusing on the following key aspects:

• optimizing the technical characteristics of the web resource to improve its performance and usability;
• expanding the semantic core to cover more relevant search queries;
• improving the link profile of the website by attracting high-quality external links from reputable sources.

Let’s take a closer look at the key stages of our work.

Step 1. Competitor analysis and website audit

Competitive analysis of the industry is a mandatory starting point for all our projects. During a thorough audit, our specialists found that the client’s web resource receives insufficient traffic from search engines compared to its main competitors, due to existing technical problems and low visibility of pages in search results. Based on the data obtained, an individual SEO promotion strategy was developed.

Step 2. Expanding the site structure and internal optimization

We developed a new, broader semantic core and prioritized keywords based on their relevance and traffic potential. After that, we clustered the keywords and compared the resulting groups with the existing structure of the website. The comparative analysis showed what additional pages needed to be created to increase the site’s visibility in search engines.

We also customized meta tags by preparing unified templates for page titles (Title), descriptions (Description), and H1 headings for different types of pages. Our specialists carefully ensured that there was no duplication of meta tags on the site, which could have a negative impact on the correct display of pages in search results.

Step 3. Making recommendations for improving usability and eliminating technical problems

The technical condition of a website is one of the key factors affecting its ranking in search engines. However, since all the necessary technical changes to the website were made by another team, we prepared a detailed list of recommendations for eliminating the identified technical shortcomings.

The main tasks on this list included setting up pagination and redirect pages, optimizing page loading speed on mobile devices, fixing errors on filter pages, etc.

We also recommended creating a customer feedback section on the website and correcting existing localization errors to increase user engagement and improve interaction with them.

Step 4. Implementing an external optimization strategy

During the audit, we found periods of sharp spikes in the number of backlinks. Such fluctuations could have a negative impact on the website’s ranking in search engines. Therefore, we set a goal to increase the number of quality backlinks smoothly and gradually, avoiding sudden spikes in activity.

To do this, we created a carefully selected list of reputable donor domains and developed a plan for regular backlink purchases on a monthly basis. We also carefully considered the relevance of the content and the subject matter of the target domain when writing the linking texts to ensure maximum naturalness.

Step 5. PPC-promotion

We used an additional channel to engage customers — PPC ads. To effectively implement this area, our specialists acted according to the following plan:

• We conducted a thorough analysis of the client’s existing advertising campaigns, identifying their strengths and weaknesses.
• Optimized active advertising campaigns in Performance Max to increase their effectiveness.
• Launched new advertising campaigns and made changes to the structure of existing ones, taking into account the opportunities for improvement identified during the analysis.

An integrated approach allowed us to maximize the potential of PPC advertising to attract additional traffic and expand our customer base.

Expert comment

Eric Klyuev, Head of SEO

We took an integrated approach by combining two different strategies — SEO and PPC ads. This allowed us to once again make sure that the use of various methods and techniques can significantly increase the overall effectiveness of an online project. Thanks to the smooth and gradual improvement of the key indicators of the web resource, we managed to positively influence its ranking in search engines.
In total, over 9 months of comprehensive work in various areas, we have achieved a 1.56-fold increase in the number of users on the website. In addition, there was an increase in the number of conversions while reducing their cost, which indicates an increase in the quality of the traffic attracted.

What results did we get

Thanks to the efforts of our specialists, we managed to significantly improve the site’s position in Google search results. The number of key queries that brought the resource to the TOP-3 increased to 5% (at the beginning of the work it was only 2%), to the TOP-5 — to 9%, and to the TOP-30 — to 70% (compared to 51% at the start of the project). The volume of traffic to the website from organic search increased by 157%. The site’s link weight also increased significantly — the number of donor domains doubled during the promotion.

According to Google Analytics 4, the total number of users of the web resource increased 1.56 times.

The number of conversions also increased by 3.1 times, while the cost per conversion decreased by 180%. In general, the revenue from the launch of search engine promotion increased almost 6 times, while the budget increased only 2.5 times. ROAS tripled to 3080%.

The project was made by:

Konstantin Buravikin, Project Manager,
Anastasia Gusak, PPC specialist.

Service: Google Ads.
Проєкт: Visium-Clinic.
Region: Kyiv, Dnipro, Lviv, Kramatorsk, Sievierodonetsk.
Term of work: since 2019.
The Goal: up to 8 thousand conversions from Google Ads per month.

The elit-web agency’s client was the network of medical centers “Visium”, for which we developed and implemented a project to increase the number of conversions. Thanks to the work of our specialists, this figure increased by 2.2 times.

Company and project features

“Visium is a leading network of highly specialized medical centers offering expert medical care at the highest level. The clinics are equipped with the latest technology, and highly qualified doctors have many years of experience in more than 30 fields of medicine. High quality standards are maintained at every stage of patient care.

At Vision Medical Centers, they can undergo a thorough laboratory and instrumental examination, receive consultations from family doctors, pediatricians, as well as leading specialists in cardiology, neurology, rheumatology and other specializations. The company aims to expand its online presence and inform more people about its services.

Our goal was to maximize the reach of the target audience on Google display network using Google Ads, increase conversion, and strengthen the position of the Vision brand in the healthcare market.

Our strategy

The main challenge was that Visium provided a variety of services in different cities of Ukraine. This diversity made it difficult to optimize ads. To achieve our goals, we decided to take the following steps:

• conduct a thorough audit of the Google Ads account to identify opportunities for improvement;
• restructure the semantic core in accordance with the specifics of clinics and their areas of work for more relevant targeting;
• test new ad formats to find the most effective creative solutions;
• optimize bids and daily budgets to maximize the efficiency of advertising funds.

This comprehensive approach allowed us to take into account the specifics of the business and increase the efficiency of online promotion. Let’s look at how we implemented it in practice.

Step 1. Audit the work of the Google Ads account

At the initial stage, we conducted a thorough analysis of the structure of the Google Ads account to ensure convenient campaign management. In the process, we checked the accuracy of the targeting settings, taking into account the fact that the clinics are located in different cities and have differences in the range of services.

Based on the results of the audit, we prepared recommendations for optimizing the structure of Google Ads campaigns to maximize the coverage of the target audience in each region of the company’s presence.

We also made sure that the web analytics settings were correct — how accurately data on user behavior on websites is collected and processed. As part of this stage, we analyzed key performance metrics, such as the number of page views, bounce rate, conversions, and other indicators. A thorough audit allowed us to identify weaknesses in the settings and suggest ways to optimize them to increase the profitability of the medical center chain’s Google Ads campaigns.

Step 2. Work with the semantics of marketing campaigns

One of the key areas for improving the effectiveness of Google Ads was working with the semantic core. We carefully analyzed the topics by which users search for medical services online.

We took this into account to form a relevant semantic core:

• branded queries and common names of center services;
• search phrases indicating the need for certain medical services;
• other relevant keywords and phrases.

After collecting the primary semantics, we excluded non-priority and non-targeted keys, such as competitors’ names or false search queries.

Based on the analysis of the current Google Ads campaigns, our specialists expanded the brand semantics for Kyiv and launched separate brand campaigns for other cities where the clinics operate. They also prepared a new search campaign on the topic of eye diseases.

In addition, we created Ukrainian-language semantics and added appropriate ad extensions to better target the Ukrainian-speaking audience. Such careful work with semantics allowed us to maximize the relevance of ads for the target audience.

Step 3. Launching campaigns and optimizing them

While working on the project, our specialists actively tested new approaches and channels for attracting customers for the Vision Medical Centers. Smart Google Ads campaigns optimized for call acquisition proved to be highly effective.

Their peculiarity was that users could call the clinic directly from the ad, without going to the website. This greatly simplified the process of interaction and led to an increase in the number of calls. Such local campaigns were set up separately for each medical center of the network.

We also optimized daily budgets and disabled low-performing PPC campaigns in some regions. Another important area was setting up remarketing campaigns on landing pages to retain existing customers and increase target audience loyalty.

Expert comment:

Vladyslav Zakharevych, Head of PPC:

Our cooperation with the network of medical centers “Visium” on Google Ads promotion in Google search results was long and productive. It is worth noting that in the course of the work, we encountered certain difficulties related to fluctuations in promotion performance due to the seasonality of demand for various medical services and the activity of competitors.
However, our team successfully coped with numerous challenges. Reporting on the project was quite complicated due to the need to take into account the specifics of clinics in different regions when setting up. During the work, we tested manyGoogle Ads tools and used those that proved to be most effective.
Thanks to the implementation of a comprehensive promotion strategy, we managed to achieve a significant increase in conversions and a reduction in the cost of an application for Visium. And careful optimization of Google Ads campaigns allowed us to maximize the return on investment in Google Ads for this client.

What results did we get

An integrated approach involving testing new ads formats, budget optimization, and remarketing helped to significantly increase the efficiency of attracting patients to the medical center chain.

Over the past six months of work on the project, we have managed to increase the monthly number of conversions in the Google Ads account by 2.2 times. The number of conversions per month increased to an average of 7814, and specifically in December 2023 it amounted to 8099 with an average cost of 39.90 UAH per conversion.

For comparison, in 2020, Google Ads campaigns brought 200-300 conversions per month, worth 400+ UAH.

The project was made by:

Maryna Kolomoyets, project account manager.

Service: SEO-promotion of the website.
Project: Dominanta is a leader in Ukraine in the supply of reliable labeling equipment.
Region: Ukraine.
Term of work: 9 months.
The Goal: to take a leading position in the niche.

It is extremely important to understand the individual characteristics of the project, as each niche and company is unique. The market and consumer expectations are constantly changing, so it is necessary to dynamically adapt to new realities. SEO promotion of the Dominanta website has become a real challenge for our team. And we are proud to say that the cooperation turned out to be extremely fruitful and demonstrated our readiness to work with reputable clients.

What is unique about Dominanta?

The company is a leading supplier of a wide range of industrial equipment and consumables for marking, labeling, product tracking and integrated industrial solutions. Dominant’s customer base includes leading companies in the food, pharmaceutical, cosmetics, automotive, construction and woodworking industries.

The company’s core business is the supply of innovative and high-tech industrial equipment for labeling various products. “Dominant keeps abreast of innovations in the labeling industry, offers comprehensive solutions to protect products from counterfeiting, the ability to replace a printer for repair, and lease equipment on favorable terms.

To improve the efficiency of their website and promote their business online, the company turned to our team. The task was to bring the web resource to the top of the search results for key search queries.

Development of an SEO promotion strategy

Firstly, our team conducted a thorough audit of the web resource, which revealed technical issues that needed to be addressed immediately:

• the presence of duplicate pages;
• repetition of products in different categories;
• errors in the sitemap;
• the lack of meta descriptions on subcategory pages and the inability to automatically add them.

Based on the identified shortcomings, our experts identified strategic directions for the project’s development. In particular, it was planned to optimize the website structure, create new landing pages, create an effective semantic core, and build up the link profile.

Step 1. Collecting and expanding the semantic core of the website

We started the internal optimization of the project with a careful selection of target keywords that corresponded to the website’s topic. This is a critical step, as the right choice of keywords ensures the relevance of the content for users and better perception of the website by search engines.

The following was taken into account:

• Search queries used by competitors. Competitor analysis allows you to identify popular and sought-after phrases in this area.
• Frequency and effectiveness of the selected keywords. The use of high-frequency keywords increases the chances of getting into the search results, while low-frequency keywords can be effective for narrow queries.
• Correct distribution of queries across the pages of the website. Each page should be optimized for a specific set of relevant keywords.

After careful analysis and selection, the key phrases were distributed across the website’s pages, and a detailed technical task was drawn up for copywriters to write optimized content.

The text content on the website was significantly updated and brought in line with the requirements of search engines and user behavioral factors. This ensured better visibility in organic search results and improved user interaction with the website.

Step 2. Technical optimization

Technical specialists scanned the website and did the following:

• eliminated the 500 error on the pages, which could lead to incorrect display of content and deterioration of the user experience;
• added meta tags to the pages of the Ukrainian version of the website, which will help improve the visibility of the resource in search engines and facilitate its indexing;
• corrected errors in the Sitemap file to ensure that the website structure is displayed correctly for search engines.

In addition, the website was thoroughly checked for security issues, loading speed, and adaptation of the mobile version. After a comprehensive analysis, no critical errors or shortcomings were found.

Step 3. Improve your link profile

In order to restore the link profile, it was necessary to act cautiously and carefully when choosing websites for link placement. The following requirements were set for donor websites:

• High percentage of indexing of the donor website’s pages by search engines. This is important because links from non-indexed pages will have no value for search engines.
• Absence of filters from search engines on the donor website. The presence of filters can lead to the fact that search engines will ignore links from this resource.
• The optimal number of outbound links from the entire website, including the main and internal pages. An excessive number of links can be harmful and considered spam.
• No signs of spam and acceptable traffic figures.

To increase the effectiveness of link profile restoration, it was significant to carefully analyze and select high-quality platforms for link placement. Priority was given to resources that were as relevant as possible to the client’s website. This ensured a more natural and relevant link mass.

Main results of the project

In the first month, the total number of visits and views increased 1.37 times. Later, these figures continued to grow rapidly. In general, over the 8 months of promotion, the company managed to increase the number of clicks from search engines by 2.2 times.

At the beginning of the project, 201 of the client’s keywords were in the top 10 of Google. After 9 months, this number increased to 847. In total, 28% of the queries were in the top 3 of Google, 36% in the top 10, and 45% in the top 30. Cooperation with the client continues.

The project was made by:
Vladyslav Zakharevych, Head of PPC.

Service: Google Ads.
Проєкт: AMebli is an online store of furniture and mattresses.
Region: Ukraine.
Term of work: 11 months.
The Goal: increase conversion, reduce cost per click.

Elit-web specialists strive to take an individual approach to the implementation of each project, because every niche and every company is unique. The market and consumer expectations are also changing dynamically. A flexible structure of advertising campaigns allows you to quickly respond to this and adjust settings during paid search promotion. This approach allows you to analyze the results more accurately and optimize the performance of your PPC. This way, you can identify the right keywords, creatives, and respond more quickly to changes in the market’s thematic niche. As a result, the number of interested website visitors increases and the company’s revenue grows.

What makes the AMebli online store unique

The AMebli online store offers home and office furniture, orthopedic mattresses, and toppers. The catalog also includes other product groups. The assortment includes products of well-known brands such as Purple, Simpler, Matroluxe and others. AMebli specialists, having been trained by leading experts in the furniture market of Ukraine and Europe, are ready to provide professional assistance in the process of choosing mattresses and toppers.

For the comfort of visitors, the site has developed a convenient filter system that allows consumers to choose furniture or accessories by color, size, and other characteristics. Ordering products is as simple and transparent as possible: you can use the “buy in one click” button and place an order or contact the manager via the feedback form.

The AMebli online store carefully monitors the quality of products, carefully checks the certificates of conformity from furniture and mattress manufacturers, and provides a guarantee for the purchased goods.

The task set for Elit-web was to increase targeted traffic to the website, increase conversion rates and reduce its cost.

Developing a PPC advertising project strategy for an online furniture store

Before starting work on the project, an audit of the advertising campaigns that had been launched earlier was performed. After that, Elit-web specialists realized that to achieve the goal, it was necessary to optimize existing advertising campaigns and launch new ones. The experts also identified categories of goods that were not covered by search engine promotion. To achieve greater profitability of the project, the Elit-web team set the following tasks:

• update the structure of advertising campaigns, fine-tune targeting in different regions;
• expand the range of advertised categories and products;
• analyze and expand the list of keywords;
• launch and customize Performance Max campaigns.

Attentive attitude to each stage and regular monitoring of indicators enabled the specialists to achieve high performance.

Step 1. Analyze the semantics and work on its expansion

The effectiveness of advertising promotion in search largely depended on the precise selection of keywords for displaying ads. That’s why Elit-web specialists separated this work into a separate stage and carefully worked out the semantics. Of course, it took time, but the result was worth it.

The specialists conducted a thorough analysis of the product range of the AMebli online store, studied the key queries that the website was promoted by in search engines, and compared this list with the semantic core of PPC advertising. As a result, they found that some important keywords were missed, which negatively affected the effectiveness of the campaigns. This was especially true for high-frequency queries such as “buy an orthopedic mattress in Kyiv” and others. To solve this problem, the experts revised the semantic core for the priority product categories of Mattresses, Wardrobes, Beds, and Sofas, and updated the list of negative keywords.

Step 2. Create a flexible structure of advertising campaigns

When working on the PPC advertising project for a furniture store, Elit-web experts used their experience and implemented a flexible structure of advertising campaigns. This made it possible to target different audience segments. Each campaign was customized for specific keywords, interests, or user behavior. This approach is a good way to manage the budget and reallocate resources according to the results.

Elit-web specialists checked the performance of PPC in different regions and identified the most problematic ones in separate campaigns. In cooperation with the client, we identified new product categories that required promotion in search engines. These categories were “Wardrobes”, “Cabinet furniture” and “Furniture sets”.

Special attention was paid to the strategy of setting bids, taking into account the importance of tracking conversions. Elit-web specialists offered to control macro conversions (orders through the shopping cart, one-click purchase, and callback). This allowed us to get accurate indicators of contextual advertising performance.

Step 3. Launch your Performance Max campaign and monitor the results

A separate area of work for the Elit-web team was the launch of Performance Max campaigns for an online furniture store. This advertising format allows you to place ads on different platforms and provides flexible customization of automated campaigns. To achieve good results, the specialists had to test texts and creatives and manually adjust settings at the first stages of the campaigns.

Elit-web specialists thoroughly analyzed the results achieved within the framework of advertising campaigns and provided detailed reports to the client with the necessary explanations. This made it possible to control costs, clearly understand what had already been done and what still needed to be worked on within the prepared strategy.

Main results of the project

The main indicator of the effectiveness of contextual advertising specialists is the increase in conversions on the client’s website. Over the 11 months of work, the Elit-web team has managed to achieve high performance in this area. The number of conversions in the online furniture store increased 13.8 times, from 213 conversions in December (before the start of the project) to almost 3 thousand in December 2023.

On average, the company received 3,270 applications per month through clicks on ads. The introduction of new categories for promotion and updating of settings allowed the company to increase the number of clicks by 6.7 times during the cooperation with a relatively equal CPC (during the year it rose by only 8.7%, which is absolutely normal with increasing competition in the market).

The plan for the number of applications for products in certain categories was exceeded by 142% and 139%, respectively. During the year of operation, monthly revenue from PPC advertising increased 4 times.

The key factors behind the success of the AMebli online store search engine optimization project were the attention to detail on the part of Elit-web specialists and the high level of expertise in PPC advertising. The implementation of the specialists’ experience and the creation of an optimal flexible structure of advertising campaigns have yielded high results for clients.

The project was made by:

Konstantin Buravikin, Project Manager Department
Eric Klyuev, Head of SEO

Service: SEO at the stage of website development.
Project: winetime – an online store of elite alcoholic beverages.
Region: Ukraine.
Term of work: 3 months.
Task: development and optimization of a new website.

In our work, we often encounter the fact that when creating websites with cutting-edge design and updated functionality, not every online business owner pays enough attention to SEO optimization of a new web resource at the project development stage. And this then leads to the fact that precious time is wasted until the online business starts working at full capacity.

However, the owners of the Winetime online store did not make this mistake. They turned to the Elit-Web team and set a task to develop and SEO-optimize the new website. In the long run, this made it possible to save several months, not to waste time on making the necessary technical improvements, and to achieve faster traffic growth to the new web resource and bring it to the top of search results.

What is special about the Winetime online store

The company is known for operating in Ukraine since 2010. During this time, it has grown into a national chain of gastronomic stores offering elite alcoholic beverages and related products from around the world.

Winetime’s priorities include controlling the high quality of its products, developing ethno-gastronomic culture and complying with Ukrainian legislation on alcohol sales.

Purchases made at Winetime can be a unique gift for the holidays or a worthy addition to a wine collection. The company’s experts regularly hold tastings and master classes to reveal to their customers the secrets of combining food with wines of different brands and introduce them to a variety of flavors.

In response to the challenges posed by restrictions in certain areas of life due to the pandemic and military events in our country, Winetime set out to increase its online presence and create an effective online store that could quickly reach the top of search queries.

Work on SEO optimization of an online store of elite alcohol

The Elit-Web team was tasked with performing SEO optimization of the project at the stage of developing a new website, checking technical and usability parameters, and forming an extensive structure of the web resource. This was to improve the site’s visibility in search.

To solve these problems, Elit-Web specialists have planned their work in the following areas:

• forming the optimal structure of the new website and semantic core;
• technical support of the project;
• content optimization.

Step 1. Formation of an extended site structure

The specialists decided to start working on the project by developing a website structure that could meet the expectations of consumers in the process of choosing goods. When creating categories, subcategories, and filters on the online store’s website, the following features were taken into account:

• for wine and spirits, subcategories were defined – the presence of sugar in the drink (for wine), type, country of origin, region, producer, volume, grape varieties, etc;
• for food and beverages – type, type, manufacturer and country of origin;
• for accessories – type, purpose and country of origin.

We also took into account the combination of food with different alcoholic beverages.

Detailed elaboration in these areas became the basis for the next stage of semantic core development.

Step 2. Compiling and thoroughly studying the semantic core

In order to understand what queries people use when searching for products related to the site’s topic and to further optimize the content, our specialists spent a lot of time collecting the semantic core of the new site.

Six teams specializing in SEO promotion were involved in this task. The queries were obtained from various sources: Serpstat, Google Ads Keyword Planner, search tips, Google Analytics, phrases used by competitors, and other resources. The result of this work was a starting list of more than 500 key queries that were prioritized.

Then, based on the semantic core, the specialists planned to create optimized website content to increase its relevance to users’ search queries.

Step 3. Works on technical optimization of the site

To successfully launch the new project, it was necessary to ensure its error-free operation. To optimize the web resource, our team suggested that the developers implement the following changes to the site:

• check the quality of adaptation for mobile devices;
• create a template for generating meta tags;
• correctly configure Canonical, Hreflang attributes, sitemap and other important elements;
• create page addresses of the web resource in a convenient and understandable format that allows users and search robots to easily understand what the page is about;
• implement navigation elements on the website.

Particular attention was paid to improving usability, with separate recommendations for the development of each type of page. All these measures helped to make the new project technically flawless so that we could focus on other areas of SEO promotion in the future.

Step 4. Thorough analysis of the target audience

The target audience research was conducted to, firstly, clearly understand who is interested in the company’s products, and secondly, find out the likely reasons for not returning to the online store for repeat purchases.

Based on the data obtained, our specialists offered:

• focus on the mobile version of the website, as the majority of customers aged 25 to 34 make orders from mobile devices;
• develop loyalty programs to encourage repeat orders. This can include creating a personal account, introducing a bonus system, creating a wish list, and sending email newsletters.

By implementing these recommendations, a new website will quickly gain high rankings and have a high conversion rate.

Main results of the project

The result of this project was a new Winetime online store that had a branched structure with a large number of pages and categories. It was fully prepared for a successful quick launch, as it was optimized for search engines. Thanks to the parallel SEO work and website development, the client saved several months that are usually required to optimize and create content for such a large number of pages. In the process, the Elit-Web team prepared an expanded list of keywords for future pages and terms of reference for content creation, formed meta tags, and developed an external optimization strategy.

Our experience shows that it is very important and strategically correct to engage in SEO at the stage of website development. This helps to quickly index a new project and has a positive impact on the site’s starting position in search results. The use of predefined keywords and the implementation of a prepared content strategy allow you to fill the pages of a web resource with material that meets the needs of the target audience. All this work creates the foundation for effective search engine optimization and saves resources.

The project was made by:
Vladislav Zakharevych, Head of PPC

Service: Google Ads.
Project: 5watt.ua — an online store selling LED products.
Region: Ukraine.
Term of work: 2 years.
The Goal: increase the number of leads, optimize advertising campaigns.

Google’s tools provide almost unlimited possibilities for optimizing search engine advertising and monitoring campaigns, but they are not always fully utilized.

Elit-web specialists are experts in setting up search engine advertising campaigns and are able to achieve high performance indicators. When working on projects, they constantly monitor key metrics and adjust settings if necessary.

Another source of contextual advertising effectiveness is the development of a convenient structure for advertising campaigns, and the competent allocation of the budget between different regions and categories. All of this contributes to the effectiveness of advertising and allows you to increase the number of conversions at an affordable price.

What are the features of the 5 Watt online store?

The main focus of the 5 Watt online store is the sale of high-quality LED lighting fixtures and accessories that can be used in almost any room. The assortment is full of various products with different technical characteristics and external parameters.

Customers have the opportunity to choose the right product among various types of lamps and spotlights. To illuminate a kitchen, niche or create a multi-level ceiling, the assortment includes a variety of LED lamps and strips. And fans of car tuning and computer design will find LED lines on the website.

You can also choose controls, power supplies and other necessary accessories for the installation of the designed structures in the catalog. The managers of the online store are ready to help you select all the necessary components to realize the most daring design ideas for lighting your home or office.

Setting up contextual advertising for an online electronics store

The niche in which 5 Watt operated was quite specific, so it was very important to fine-tune the audience and choose effective strategies. At the start of the project to launch contextual advertising for the online store selling LED products 5watt.ua, Elit-web specialists noticed that most of the advertising campaigns were trade ads. However, they did not yield the expected number of conversions. To remedy this situation, the specialists decided to act on the following plan:

• optimize current advertising campaigns by keywords;
• to update their structure to monitor the effectiveness of RCs by geolocation and category;
• launch dynamic search campaigns;
• set up remarketing and display advertising campaigns.

About 93% of the budget was allocated to Performance Max campaigns, and another 7% to DSA Campaigns. All of these measures made it possible to increase the number of leads and achieve the planned conversion rate.

Step 1. Setting up an account in Google Merchant Center

The optimization of the Google Merchant Center account began with a thorough assessment of how accurately all the data was entered, because there are no small things in advertising promotion, and the effectiveness of future campaigns depended on it. In particular, the specialists entered additional information about the company, updated the delivery options, added images to the Branding section, and enabled the automatic image quality improvement settings.

At the same time, the specialists analyzed how the data feed was set up and promptly fixed problems in this area. This was important to increase the effectiveness of ads and speed up their display after a consumer request.

Step 2. Make adjustments to the settings of your current shopping ad campaigns

In order to achieve an increase in the percentage of ad impressions on the search network, it was necessary to establish processes for monitoring the campaign. To this end, the key metrics relevant to this project were clearly defined: categories, client location, and bidding strategy. Next, the specialists collected and analyzed the data. This stage of work provided opportunities for fine-tuning settings in the future.

Fig. 1 — Examples of customized ads

Step 3. Update the structure of search and dynamic campaigns

The initial audit revealed that several brands with a wide range of products were not included in the work. By updating the structure of the campaigns, Elit-web specialists corrected this shortcoming.

Previously, the site was running advertising promotion without taking into account different language versions. Experts from the Elit-web team developed a URL system for dynamic search campaigns based on meta tags. They took over the Ukrainian and Russian versions of the 5 Watt website and set up separate campaigns for them.

Step 4. Working with specific categories and regions

Experience with other projects has shown that focusing on specific product categories when running advertising campaigns ensures that the displayed ads are more closely aligned with user requests. This makes it easier to manage impressions, allowing you to increase the budget for promoting priority products and reduce it for others. As part of the promotion of an online electronics store, Elit-web specialists decided to single out the category “Holiday Lighting” and launch search, dynamic, and shopping campaigns for it separately.

In addition, when analyzing the effectiveness of advertising in certain regions, it was decided to separate out the promotion in some of them into separate sales campaigns and temporarily suspend the display of ads there.

Project results

One of the main indicators of the effectiveness of contextual advertising is the increase in the conversion rate of a web resource. In the process of working on the project to promote the 5 Watt online store, the Elit-web team managed to achieve a 40.5% increase in conversion rates compared to the previous period. In just one month of work, the number of conversions reached 1.3 thousand.

Fig. 2 – Clicks, impressions and conversion rates

The number of clicks on ads also increased by 26%, which indicates the accuracy of the ad settings. In turn, the conversion rate increased by 12%.

Fig. 3 — Costs and cost per click on ads

A clear and systematic work on PPC optimization allowed us to achieve the relevance of impressions, which led to a 15% increase in ad click-through rate while reducing the cost per click.

The launch and management of advertising campaigns for the 5 Watt online store confirmed the high expertise of Elit-web specialists. The team of this digital agency carefully analyzed the features of the project, competently formed a promotion strategy, and implemented it. This helped to increase the client’s company’s revenue.

The project was made by:

Natalia Bersenova, Project Manager at Elit-Web
Anton Sinyavsky, Head of Performance Marketing at Elit-Web
Dmitry Fialka, SEO specialist at Elit-Web

Service: SEO-promotion.
Project: anabel-arto.com — an online store of branded lingerie.
Region: Ukraine.
Term of work: 5 months.
Objective: to improve the site’s position in search, increase conversion.

A beginner in SEO may think that all projects are similar to each other. However, only a true specialist can notice the nuances and features of each project, and most importantly, emphasize the strengths of the site.

The owners of Anabel Arto set the Elit-Web team the task of bringing the online store’s website to a new level – to increase traffic and achieve more conversions. The client planned to develop a new website with different language versions, but while work was underway, the business had to continue to operate. Therefore, we decided to develop a new web resource and SEO-optimize the working version in parallel. This complicated the work of SEO specialists, but a competent approach and a clear strategy allowed us to achieve the planned results.

What is interesting about the Anabel Arto online store

The online store Anabel Arto is known for offering high-quality branded items: lingerie, home and sportswear. The brand already has its own fans who have become regular customers. They value style and comfort in any circumstances. The catalog is filled with modern models with a comfortable cut.

The structure of the website of an online lingerie store is quite consumer-friendly, and to make the choice more comfortable, visitors have the opportunity to read detailed product descriptions. Each product page lists available sizes and style features. This makes it possible to choose the right products and enjoy them during regular use.

Work on SEO optimization of an online store of branded lingerie

Elit-Web was tasked with increasing traffic to the online store’s website and improving its visibility in search. To achieve this goal, the specialists decided to work on several areas in parallel:

• initial technical optimization of the web resource;
• working out the semantics and filling the site with unique content;
• external optimization of the web resource.

Step 1. Technical optimization

At the first stage, the specialists examined the current state of the site and analyzed the main technical features of the project in detail. The key focus was on the quality of metadata, page indexing, website loading speed, duplicate content, and other parameters.

In the course of this work, the main shortcomings were identified and a plan was drawn up to eliminate them. Next, the specialists worked on On-Page SEO.

Step 2. Semantic core analysis and content optimization

First, the experts evaluated the ranking of the Anabel Arto website in search. They compiled 2 lists: a list of key queries that were used to promote the site earlier and those that were trending in this topic. The analysis of these lists showed what needed to be changed in content promotion and which key queries should be integrated into the landing pages to improve the position of the online store in search results. These queries were then prioritized.

In addition, it was decided to use information requests as part of the promotion strategy. In this regard, it was proposed to expand the blog on the website and set up cross-references between pages with different functional purposes.

Step 3. External optimization of the web resource

Since it was planned to “move” the site to a new domain and create different language versions in the future, the specialists had to work in such a way as to improve the link profile of the site, on the one hand, and to maintain the weight of these links in the future.

The following work was done in this area:

• prepare texts for posting on trust resources;
• an anchor list for placing crowd links has been created;
• as part of SERM, we worked with feedback.

Before placing the links, the specialists checked the sites for relevance to the site’s topic, absence of penalties, etc.

Main results of the project

The SEO strategy proposed by the Elit-Web team helped the client achieve good results. This is evidenced by the dynamics of improving the position of the web resource. In particular, after the work was done, there were so many key queries in the top of Google:

	The percentage of key queries	Improved performance compared to the previous reporting period
Top 3	5%	+1%
Top 10	10%	+1%
Top 30	23%	0%

The position of the main queries showed positive dynamics.

The average position of the site in search results also grew. For example, in just one month, it improved from 23.4 to 18.

The result of improving the visibility of the web resource in search was an increase in traffic to the site. That is, the efforts of SEO specialists were not in vain. On average, the number of conversions from organic search grew by 3.15% per month.

In total, the number of visits from organic search increased by 10.99% in the five months of the project.

The main result of the work on the SEO optimization project for the website of an online lingerie store was an increase in the conversion of the web resource and an increase in client revenue by 27.65%.

The obtained results of SEO promotion demonstrate the success of the strategy proposed by our team and the professionalism of our employees. All the work was aimed at attracting the target audience ready to make purchases. This allowed us to achieve an increase in the client’s company’s revenue.

The project was made by:

Tetiana Zhukivets, Project-manager at ITForce
Nelly Khlyapova, PPC specialist at ITForce

Service: Google Ads.
Project: lanota.com.ua — an online store of musical instruments with delivery in Ukraine.
Region: Ukraine.
Period of writing: November 2022–January 2023.
Promotion goal: increase in sales of goods.
Task from the customer: increase the demand for the company’s products.
Result: +353 transactions with Performance Max (29.31% of the total).

Google Ads is one of the fastest ways to reach target customers online. The contextual advertising takes into account the demand and requests of users. How exactly?

Paid advertising allows you to show ads to potential customers who are actively looking for the products or services you offer. This means that you show ads only to those users who are actually interested in your product. This allows you to achieve high conversions and use your advertising budget efficiently.

Today we are going to look at the case of the musical instrument store lanota.com.ua.

1. Client — an online musical instrument store

The client turned to ITForce with the task of setting up contextual advertising to increase demand for the company’s products.

The assortment of the client’s company:

• wind and keyboard instruments;
• acoustic systems;
• guitars and equipment;
• percussion instruments;
• studio and DJ equipment;
• Hi-Fi and Hi-End equipment.

Competitive advantages of the customer:

• a wide range of products for beginners and professionals in different price categories;
• all products are certified with a certificate from the official manufacturer;
• goods from the store have a guarantee for exchange, repair or return, subject to the rules of operation;
• the customer can order goods with payment upon receipt, which allows you to make sure the quality of the goods before paying for the order;
• when choosing a product, the customer can get a free consultation from the call center manager in an online chat.

The client’s website was created on the Horoshop platform, so to set up contextual advertising, a specialist needs access to the admin panel. The e-commerce block in Horoshop is already built into the website, so specialists can use the data feed for advertising purposes.

At the beginning of our cooperation, we created and set up Google Analytics and Google Ads accounts.

2. Setting up contextual advertising for an online musical instrument store

We have been working with the client since May 2022 and have already presented the results of our work in the case study. We set up campaigns in:

• search network;
• shopping campaigns (Shopping and later Smart shopping).

But. The fact is that Google Smart Shopping campaigns will cease to exist on September 16, 2022. Until then, advertisers had to convert these campaigns to Performance Max.

Setting up and operating Performance Max

In September, we started transferring Smart Shopping campaigns to a new format – PMax.

Features of Performance Max campaigns:

• marketing, geo-targeting, and advertising goals are set up;
• budget;
• text, images, videos for ads;
• product feed;
• Google Мій бізнес;
• Google Merchant Center;
• dynamic remarketing feed;
• business data feed;
• audience signals (optional);
• Google audiences (manually targeted).

The data is required to pass moderation and allow campaigns to be launched. Display locations for Performance Max campaigns:

• Google search — the top of the page;
• YouTube — before, during, or after watching a video on YouTube;
• Gmail — ads may appear in the inbox of a Gmail message;
• Google Discover Feed is a Google feature that allows users to receive personalized articles and news in the Discover panel on the home page of a mobile device or on the Google home page;
• Google Display Network — Google’s contextual media network.

Google’s suggestions for transition.
Instructions for setting up Performance Max campaigns.
ITForce recommendations for working with PMax.

Examples of ads customized for the customer’s website:

Let’s take a look at the performance of all advertising campaigns from September to November 2022:

The first thing we can see from the screenshot is that out of all the launched campaigns, Performance Max immediately became the leader in terms of the number of clicks and transactions made. But Shopping still brings significant results — this campaign ranks 2nd in the account by the number of transactions.

Performance Max has been working in the client’s account since 10.09.2022. As of November 1, 2022, we have the following data:

• Performance Max brought the majority of views (60.3% of sessions out of 100%);
• the transaction conversion rate in the general PMax campaign is higher than in other campaigns and higher than the average account rate (although in the branded PMax it is 0.33%);
• almost 60% of transactions were generated by 2 Performance Max campaigns.

Next, we focused our efforts on maximizing PMax efficiency.

3. Performance Max results November 2022 – January 2023

List of completed works since November 1, 2022:

• processing of Google recommendations;
• updating and optimizing high-cost keys without transactions;
• adding non-targeted queries to the list of negative keywords;
• adding audiences to the Observations;
• adding new titles and descriptions to adaptive search ads;
• improving the quality score of ads;
• reallocation of budgets in campaigns;
• excluding regions without transactions;
• change of bidding strategies for certain campaigns;
• setting up new campaigns for a specific product brand;
• set up and launch trade ads for the Casio brand;
• set up and run a Performance Max campaign for the Generator’s product category;
• verify and set up new tracking goals.

What data do traffic channels provide us with for 3 months:

Paid search (also known as contextual advertising) still dominates all traffic channels. It brings the vast majority of transactions — 86.49%.

It should be noted that music equipment is not a product of wide or everyday demand. The client’s product groups belong to a specialized niche. People don’t buy a new guitar, mixer, generator, etc. every day. That is, music products are goods of a balanced decision, not an impulsive purchase. And when setting up and launching a context, you need to take this into account.

For example, we have the following statistics on website visits from advertising:

Please note that:

• 110 716 sessions on the site were brought by advertising;
• 1,957 additions to the shopping cart;
• 970 completed transactions in total from paid traffic.

The client’s sales funnel is very wide: 110,716 times users looked at products on the website. Of these, 1,166 (1.77%) visitors went on to add a product to the cart, and 970 of them (0.88%) completed the order properly. We have an approximate ratio of 1 to 100.

That is, people are looking at products more often, studying the characteristics, comparing products and offers of websites with each other. And finally, they choose the best and most acceptable option for themselves. You need to be prepared for the fact that not every user who clicks on an ad will end up adding an item to the cart or making a transaction. In this case, the task of contextual advertising is to attract interested users – those who have an interest and intention to buy.

At that time, it may take some time before a customer buys a product: from 1 day to several weeks. To understand this information, let’s take a look at the Associated Conversions report (the report takes into account conversions from all traffic channels).

*Conversion is not only a purchase, but also adding an item to the cart, starting the checkout process, clicking on a phone number, etc.

From the screenshot, we can see that the time between the first viewing of a product page and its purchase can be 29 days. And most often, visitors return to the site within the first week after viewing the product. This is the delayed effect of contextual advertising.

Now let’s take a look at the performance of all paid advertising from November 1 to January 31.

Black Friday was at the end of November, and we saw an increase in ad views. And the campaigns we set up in January were especially effective — the screenshot shows a rapid increase in the number of ad clicks. At the same time, we had a predictable increase in advertising costs, and the CTR remained at about the same level.

*CTR (Click-through rate) — the ratio of the number of clicks on an ad to the number of its impressions. It is measured as a percentage. It is used to measure the effectiveness of online advertising.

It is worth noting that January is usually characterized by a decline in demand for goods, especially high-value goods (and music equipment is a high-value product). Instead, our client saw an increase in website traffic. This is partly explained by our findings above — the delayed purchase decision and associated conversions.

Now you can see the performance of each campaign separately:

• 87.69% of users were brought by advertising;
• 55.62% of transactions were generated by contextual advertising;
• 56.75% of revenue was generated by contextual advertising.

Now let’s look at the overall effectiveness of advertising in January/October (we did launch PMax in September, but in October the campaigns learned enough and we got quite acceptable data):

• 80.71% — increase in users;
• 62.35% — increase in sessions;
• 9.85% — increase in transactions;
• average order value increased by 24.64%;
• 98.24% decrease in the bounce rate on the website;
• 36.92% increase in revenue.

January is the month after the winter holidays (Christmas and New Year), which means that the purchasing power of the population is no longer high. Nevertheless, the ads worked well, and our client received both an increase in transactions and revenue. In return, we managed to reduce the bounce rate by 98% (i.e., the users attracted by the ads were more targeted).

If we take those Performance Max campaigns that ran in October 2022 and January 23 and compare their performance to see if they’ve become more effective, we’ll get this:

• +17.85% increase in the number of users who clicked on the ad;
• +49.26% to the average order check from 2 PMax campaigns;
• +41.15% increase in return on advertising spend;
• +40.90% growth in sales revenue;
• -5.6% decrease in the number of transactions.

Yes, indeed, we have slipped in terms of the number of orders placed from these 2 advertising campaigns: compared to October, the client received 5.6% fewer orders. Instead, we managed to increase the average check by 49.26%. Sales revenue also grew significantly: in January, the owner of the music store received +40.9% more revenue compared to October.

Regarding the return on advertising spend: for advertising to be effective and cover the costs of launching and attracting users, ROAS should be above 100%. In January, compared to October, we had a ROAS of 13,193%. This is much higher than 100%. This means that the PMax campaigns we set up are effective and fully recoup the client’s costs.

Now, let’s take a look at the results of all the configured Performance Max campaigns. As a reminder, as of January 2023, we had 3 PMax campaigns running:

1. a campaign based on Smart Shopping;
2. a campaign for the Harley Benton brand;
3. a campaign for the Generators product group (the campaign was launched on January 10.

The Performance Max group of campaigns brings to the client:

• 39.55% of visits to the website from advertising;
• 29.61% of all transactions, which is almost a third;
• 29.46% of revenue from all contextual advertising.

In general, we can say that the customized Performance Max campaigns have brought significant results – they generate a third of the client’s sales.

The advertising set up by the ITForce specialist meets the goal of the customer’s request – sales of products have increased. The revenue generated from the sale of music products and equipment fully recouped the costs of advertising and customer acquisition. We continue to work on optimizing and improving contextual advertising.