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.
