Google Performance Max

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.