1. The monthly increase in the number of orders and total income by 10-15%.
2. Monthly income after a year should reach the level of £1M.
3. CRR must not exceed 10% of the revenue.
4. Strengthening the position of your own website compared to the results on Amazon.
5. Increasing brand awareness among online users.
6. Active involvement of the team in the development of the website.

Using the client's expectations as a starting point, the team began discussing potential opportunities to achieve them.

Several important topics of concern and uncertainty were put forward for discussion:

• Lack of statistics on previous promotional activities
• Possibility to achieve KPI in a highly competitive environment
• Lack of understanding of product pricing
• Analytics system status

During the test period (approximately three months), the team decided to run as many tests as possible. There was an acute shortage of statistical data, and therefore the main emphasis was on collecting them. During this period, several key points became clear:

• Search campaigns with categorical keywords are too expensive and cannot perform effectively within the expected CRR.
• DSA campaigns are able to bring a relatively good result, but not for all products and categories.
• Smart Shopping campaigns bring the main percentage of orders and income but have the same problem as DSA.
• Remarketing campaigns are ineffective due to the short time for making a purchase decision.
• Initial expectations are too high and take longer to achieve.

Having drawn conclusions from the test period, a decision was made at a joint meeting to launch the stage of aggressive marketing. With this approach, campaigns on the Display Network and YouTube play a big role.

Having drawn conclusions, the project team moved to the off-season phase to analyze the path traveled and to work on the mistakes. Together, it was decided to move away from the use of aggressive marketing towards gradual but steady growth. Also, the pricing structure became completely transparent for the team, which is directly related to the marginality of the products, and as a result, to the ROAS. With this information, we began to develop a new structure for advertising campaigns.

During the period of smooth growth, we've managed to make the transition to a new type of advertising campaign — performance max campaigns. This type fully justifies its name. It can be considered an improved version of Smart Shopping, so the results are also better.

Information about the marginality of product categories allows for a very flexible target ROAS, which in turn has a positive effect on the CRR.

In any project, the main role is played by how well the relationship with your client is built. Always strive to make these relationships transparent and open to new experiences, initiative and interesting ideas. We're working on this around the clock and ensuring it gets the attention it deserves on a regular basis.

• Spend as much time as possible debriefing and analyzing the results. Sometimes one big failure can give you much more than many small victories. You should be careful and use all available ways to make the project and yourself better. Treat criticism as an effective tool for analysis, not as a means of making someone else feel guilty about a failure.
• The ability to quickly adapt allows you to use any opportunity to your advantage. Constantly learn and improve.
• Spend a lot of time working with data. Data is the only way to see the real state of the project. Try to get as much information as possible for analysis from the first day of the project. A well-tuned analytics system will allow you to make informed decisions that make a significant contribution to the development of the project.