Case

Online store selling suitcases
ROAS >19 during war, or how to sell suitcases through Google Ads

Situation:

After the start of a full-scale war between russia and Ukraine, our client - a well-known Ukrainian brand of smart suitcases - wanted to return to the market. We have already cooperated with this brand, so my task was to bring back pre-war sales. Results for 2021:

Amount spend: 348 493,38₴ or $11 616,44

Earned: 2 788 229,97₴ or $92 941

Task:

• Scale ad campaigns without significant CPA growth
• Increasing the profitability of marketing investments for the suitcase store

Solution:

1. Analysis

During our Google Ads audit, we found that a large number of campaigns were run on manual bids. In addition, out of 10 active campaigns in the advertising office, only 4 actually turned out to be profitable. Unprofitable campaigns have been disabled.

2. Optimization

Large-scale optimization of advertising campaigns was carried out. We abandoned general queries and concentrated on narrower search terms such as "Product Category + Brand". Segmented Google Shopping campaigns by product categories and price. This was done in order to have more control over campaigns, impressions and prioritization of certain product categories, and to control the return on ads relative to the marginality of the products displayed.

3. Scaling of advertising campaigns

We have determined that we will work with a target ROI strategy so that the scaling of ad campaigns is gradual and without significant increases in CPA.

Results:

Spent - 209 118,51₴ or $5 713,62
Earned - 4 022 892,50₴ or $109 915,09
ROAS - 1 923,73%