About Client
The client is dealing in sales of ‘Kuznetsov applicators’, massage mats, decorative cushions, and sports and leisure products.
The Client is a quality guarantee provider to all of its goods being manufacturer facility. Custom-made goods are also manufacturer options.
All the products are delivered in individually branded packaging.
Outcomes of Ads campaign
Input data:
- Monthly ads budget – 50 thousand UAH
- Geotargeting – Ukraine (excl. Cremia, Lugansk and Donetsk regions)
- Tracking PPC performance by transactions and calls from Google Analytics
- Objective – is to run and test Google Performance Max and compare the results with Smart Shopping. Increase the number of transactions/leads, reduce cost per transaction/application.
- Tasks – are to use new traffic sources, to perform detailed setup and adjustments, considering the data already available from the advertising campaign.
Project activities
- We have created a max performance campaign based on data got from the smart shopping campaign. That allowed us to make the standard training campaign became much faster.
- We have worked out all the texts of ads and banners of the most demanded and high-margin goods.
- We have made a breakdown of goods by vendor’s tag in Merchant.
- We compared the performance of two traffic sources, such as a smart shopping campaign and Performance Max campaign (with our tweaks made).
Google Performance Max
Smart Shopping Campaign
GPM outcomes
- Transactions – 126
- Leads apart transactions – 61 (it is common when customers want to be consulted before they purchase a product)
- Average transaction price – 138 UAH
- Income by ecommerce data – 48 251,13 UAH
- Ads cost spent – 26 269,18 UAH
- Gross profit – 33 775,79 UAH
- ROAS – 1.8 UAH
Smart Shopping Campaign Outcomes
- Transactions – 216
- Leads apart transactions – 73 (it is common when customers want to be consulted before they purchase a product)
- Average transaction price – 129 UAH
- Income by e-commerce data – 101 038,94 UAH
- Ads cost spent – 37 273,96 UAH
- Gross profit – 70 727,25 UAH
- ROAS – 270%
Conclusion
Getting GPM performance outcomes we see this source of traffic is less profitable to the Client compared to priorly used one.
