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The client was using an outdated Universal Analytics service that could not provide the required granularity and depth of analytical data.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.
