Google Display Network

About Client

Online store "SmokeHouse" offers manufacturing and sales of high quality appliances for picnics and outdoor recreation.

The main categories of products are:

• Smokers for hot smoking. There are several options in assortment equipped with a gutter, thermometer, two-tier, with a lid-house and more;
• Smoke generators for cold smoking. Compact size, saving space. Optionally, it is recommended to buy a thermometer.
• Custom-made and exclusive barbecue grills, cast iron ovens, heating and cooking stoves and tandoors with stylish design (sizes: 45-50, 50-60 and 65-80 liters).
• Fire hoses, sawdust and chips for smoking from hardwood or fruit trees. The original alder-cherry mix is available.

Campaign outcomes

Input data:

• Ads budget - 5K UAH
• Geotargeting - Ukraine (excl. Cremia, Lugansk and Donetsk regions)
• Tracking of contextual ads performance by transactions and calls from Google Analytics
• Objective - To get data adequate for traffic source payback analysis.
• Tasks - To launch Google Display Network at one of the site sections of the Client. To collect relevant semantics to launch Google Display Network based on keywords. To create selling banners for high margin categories of the website.

Project activities

• Collection of keywords for targeting of the campaign.
  Use of keywords instead of standard audiences to more precise targeting of desired audience segment.
• Besides the standard media ads shown banners with site product categories, we create text ads via Google Ads Editor to be shown on all the platforms.
  
• During performance of the campaign, we carry out optimization making tunes by segments.
• Testing strategies. Exclusion of low-profit and nonprofitable platforms.

Campaign outcomes:

According to the campaign achievements with a fixed budget for this source type, we got the following outcomes:

• Transactions - 9
• Conversions (excl. transactions) - 2 430
• Average transaction price - 0,87 UAH
• Revenue by e-commerce data - 31 618,94 UAH
• Ads cost spent - 4 332,55 UAH
• ROAS - 7,3 UAH