Jewelry store

How to bring a store out of deep minus in x4-x5 every month

The situation:

A client came to me with his own online store of jewelry and accessories from Korea and two local points of sale in shopping centers in Dnipro and Kyiv. At the time of the launch, the client had virtually no sales from the online store. The task was to bring in the first sales and give a return on investment (ROAS) of > 400%.

What did I done:

1.Preparation

Having already had experience in this field, I conducted an in-depth analysis of competitors and the client's website to find the reason for the lack of orders. We identified the lack of product descriptions as the main reason for the sales problems.

2. Launch

When the site received the first edits, I launched Meta Ads ads. On the first day, we received several orders but later found out that they were fake. This situation did not change for a certain period of time until we re-analyzed the site. After reviewing the landing page, we found materials that entertained the customer after the purchase, but could be perceived by the algorithms as "sensitive content". I assumed that Facebook could lower our advertiser rating and show our ads to a lower-quality audience. It was decided to remove this material, and create a new business page, an advertising account, and put a new Meta Pixel on the site. After that, the advertising results started to improve...

3.Full-scale war

After February 24, 2022, the online store stopped selling its goods because of russia's armed aggression against Ukraine. We suspended our advertising activities and returned to them in June of the same year. It should be understood that as a result of missile attacks and looting by the russian military, the offline store in Kyiv was devastated and had to close, and the store in Dnipro barely paid for itself.

We chose Google Ads as a source of traffic. After collecting the most targeted keyword database and forming a product feed, we started advertising on the Search Network and Google Shopping.

4. Results

As of today, we are currently advertising in Google Ads and Meta Ads. The client changed the platform for the site to the Ukrainian analog of Shopify. Thanks to the gradual transition and preparation of the ad account, we managed to make this moment break even for the client's business. After the transition, the effectiveness of advertising campaigns and the website increased. The budgets also increased, and thanks to the effective implementation of which we were able to reach ROAS of >500% every month from both traffic sources.