Contextual ad case for electronics and appliances online shop

About the Customer

The Customer is dealing in retail of electronics and home appliances (smartphones, laptops, mobile accessories, gadgets etc.). The Customer owns the network of off-line stores and an online store with a supply chain all over Ukraine. He is the official distributor of many well-known brands, provides installments and loans for purchase, ensuring an official guarantee.

The Customer came to us after the audit of advertising campaigns by Google Ads. We have indicated the evident errors and showed the points of growth, including Facebook prospectives.

Brief results:

42%
Sales Growth

64%
Revenue Growth

9.63$
Average
amount of deal

Input data:

• Monthly marketing budget – 200$;
• Geotargeting – Ukraine, excl. Cremia;
• Ad network – Facebook;
• Run time – 24/7;
• Tracking of targeted ad efficiency via Facebook Pixel.

First phase of project set up

• Analysis of target audience carried out before the set up. By Google Analytics the most solvent audience was young people of 25-34 years old, regardless of gender. Having limited budget it was decided to focus it on such an audience instead of dispersing it.
  
• We have set up a dynamic remarketing campaign targeting users who have visited certain pages of the site but have not made purchases for the last 14 days.

Project optimization work

• We redesigned the ad template, making it more informative
  
• We tuned the target for those users who visited particular pages on the site but did not purchase in the last 5 days, but not 14 days, and launched this campaign in A / B testing mode, thereby increasing ROAS.
  

Targeted ads total:

• Transactions: 173
• Average transaction price: 9.63 $
• Conversion factor: 0.64%
• Ecommerce revenue: 20,199.13 $
• Margin: 10%
• Advertising spending: 1,666.28 $
• Gross margin: 2,019.91 $
• ROMI (return of marketing investments) on gross profit: 21% (only according to the basket, excluding sales by phone).

We have reached an increase of the number of the Clients by 42% and the income by 64% after ten months of cooperation. The goals we have set have been achieved: The advertising campaign brings profits under a limited budget.

Worked on project

Artem Vyunov
PPC Tech Lead

Eugene Chernomorets
PPC Senior

Dmitriy Sergeev
Account manager