• Scale amount of transactions with allowable ROAS >500%

Shopping campaigns brought the lion's share of conversions, so we've started to set up the correct transfer of conversion value to the Google Ads account. We analyzed the attribution models, and decided to switch to the most suitable one — “data-based”.

The structure of search campaigns was set up in such a way that it wasn't possible to fully control the amount of traffic received for their branded queries. We didn't want to give away their branded traffic to competitors, so we set up separate advertising campaigns.

On a number of inefficient directions in Google Shopping, it was suggested to test Smart Shopping.

The account collected quite a lot of statistics on search campaigns, and some segments did not bring any results for the entire period of advertising, bids were adjusted, and some were completely disabled.

Before working with us, the client used little automatic strategies from Google Ads, we offered to test them on poorly effective advertising campaigns, and this gave a better result. Further, automatic strategies were used on other advertising campaigns in the account.

Taking into account that the range of products of the online store is quite big, DSA campaigns were set up for priority categories, which gave greater coverage of low-frequency queries, which is very important in this niche.

At the moment, further work is being done to optimize the key indicators for the project - CRR and ROAS.

1. Enhanced eCommerce and Google Analytics
2. Search Campaigns
3. DSA
4. Google Shopping
5. Remarketing
6. Display Network

• At the moment, we continue to cooperate with the client.
• It's important to improve the result by testing different hypotheses.