Case
How to use Google Ads to sell gift packages worth more than
50,000₴/month
Situation:
The client already had sales on Facebook and Instagram. The client wanted to test Google Ads and scale through a new traffic source.
Task:
Decision:
1. Analysis
I analyzed competitors to understand what approaches to advertising are already on the market. Also, from the dialogue with the client, I better understood the product, its features and the target audience. The results of advertising on Facebook and Instagram were also analyzed.
During the analysis of the site, the fact that it was built on the "Tilda" engine, which is of russian origin, caught the eye. In addition, due to the specifics of the site's construction, it was impossible to optimize it for connecting "Shopping" type advertisements. These, as well as some other, tasks were pointed out to the client, and we decided to look for a way out of this situation together.
2. Preparation for launch
The project had not previously been advertised through Google Ads, so the necessary tools for work were created and configured from scratch. Conversions were configured through Google Tag Manager, all data was transferred to Google Analytics.
Next, the texts, the promotion strategy and the semantic core were written.
3. Promotion
We set up search campaigns with a division into male and female sets. Connected remarketing campaigns in the Contextual Media Network, which would return those who did not finish placing an order.
There was an idea to set up campaigns for branded search queries, but in time I discovered a business from another area that had a very similar name. Therefore, this source of additional traffic had to be abandoned.
4. Optimization
After analyzing the effectiveness of all campaigns, we decided to concentrate the budget on products for women. We also created campaigns for sales of New Year's packages, and gathered an audience of people visiting sites similar to competitors' sites.
A separate topic was the transition from "Tilda" and the connection of Shopping campaigns. I paid attention to the offer of the Horoshop engine, which assured the quick and efficient transfer of online stores from Tilda to its platform. We decided to take advantage of the opportunity and started the transition process.
Results:
Advertising budget: 92 348.60₴ or $2 523,18
