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Case of setting up contextual advertising for a pet store

How to increase the number of orders from the site by 29% using contextual advertising

#E-commerce

Input data

Client: Ukrainian manufacturer of premium and super premium dry food, phytocomplexes, and treats for dogs and cats.

Period: 1 month.

Team: project manager, PPC specialist, web analyst, designer, editor.

Problem: an online pet food manufacturer was experiencing low order volume and limited reach. Initial campaigns did not target low-frequency queries and specific audience segments, which reduced advertising effectiveness and impacted the client’s revenue.

Tasks

Increase the number of online orders through the site using Google Ads.

Optimize existing advertising campaigns and launch new ones if necessary to cover all audience segments.

Expand the reach of the target audience using dynamic ads and personalized remarketing.

List of works

We added additional product feeds for use in an additional campaign and launched a standard shopping campaign.

Smart campaigns were launched. After testing, we decided to keep them.

To increase reach on the search network, dynamic search ads were also launched, thanks to which we covered low-frequency queries and increased the probability of showing on the search network.

We structured campaigns based on interests, interested buyers, and special audiences in the Google Display Network. We worked in detail and added remarketing audiences by product categories. Also created more personalized banners for each audience.

Results

After launching and optimizing Shopping, Smart, and Dynamic Search and GDN campaigns, we began collecting statistics on transactions, traffic, and new users. This allowed us to evaluate the performance of each campaign and identify the most effective ad formats and audiences for further scaling.

In one month of work, we were able to get 29% more transactions at a lower cost.

Also, after the work, the number of visitors to the site increased, and the number of new users increased accordingly.

Results

In one month of work, we were able to get 29% more transactions at a lower cost.

Also, after the work, the number of visitors to the site increased, and the number of new users increased accordingly.

Conclusion

A comprehensive Google Ads setup attracted new visitors to the site and increased the number of orders in a month. The use of additional product feeds, smart and dynamic campaigns, and personalized remarketing allowed us to accurately reach the target audience and increase advertising effectiveness even in a short time.

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