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.
