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Setting up Google Ads for an online store of children's clothing and footwear

How to get +400% conversions and reduce costs by half thanks to feed optimization

Input data

Client: online store of children's clothing, footwear, and children's goods.

Work period: 3 months.

Team: contextual advertising specialist, designers, proofreaders.

Problem:
The children's goods market is highly competitive. The client's store competes with both large retail chains that have offline stores and online platforms that offer children's goods from well-known brands. It creates additional challenges in the fight for traffic, conversions, and the trust of potential buyers.

Before contacting us, the client already had an unsuccessful experience of launching contextual advertising, which did not provide the expected results. After a four-month break in advertising activity and technical work on the site, the client contacted us with a request for full contextual advertising setup, optimization, and development of an effective advertising strategy.

Tasks:

increase the number of purchases on the site;

ensure the conversion cost at the level of up to $10;

increase ROAS and advertising efficiency.

List of works:

We conducted an analytics audit and configured the correct transmission of e-commerce events.

We prepared and checked the implementation of the technical task to improve the shopping feed.

We developed an updated advertising account structure.

We launched Performance Max campaigns with a shopping feed (with and without objects) with further optimization.

We worked on grouping products by categories and price segments.

We launched a search campaign for brands presented in the store's assortment.

Results:

In the first month after the implementation of the technical task and the launch of the updated campaigns, the results showed positive dynamics. Further work on optimizing the structure of the advertising account, setting up campaigns, and grouping products by categories and price segments ensured a stable growth of key indicators in the following months.

Initial results for the first month of work:
Conversions – 22
Conversion cost – 863.03 UAH
ROAS – 159.47%

Results for the second month of work:
Conversions – 85
Conversion cost – 434.49 UAH
ROAS – 236.96%

Results for the third month of work:
Conversions – 117
Conversion cost – 397.62 UAH
ROAS – 361.28%

Overall, during the three months of work, the number of conversions increased more than fivefold, and the cost of one conversion decreased by half. It indicates a significant increase in the profitability of advertising investments. The gradual increase in ROAS from 159.47% to 361.28% confirms that optimization of the shopping feed, structuring of campaigns and work with the assortment directly affected the effectiveness of advertising, increased sales and profitability of the online store.

Results:

Conclusion

The key factor in success was high-quality optimization of the shopping feed by filling in all the necessary attributes. It ensured correct delivery, relevance of impressions and growth in sales. For the promotion of e-commerce projects, this is one of the main growth points, on which the effectiveness of advertising campaigns and stable scaling of results directly depend.

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