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Google Ads optimization for an online store of a pet food manufacturer

How to get 15+% more transactions while reducing their cost by 13% in just 2 months

#E-commerce

Input data

Client: an online store of a manufacturer of cat and dog food.

Duration of work: 2 months.

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

Problem: The pet food manufacturer’s online store was already using Google Ads to attract customers; however, the structure of the advertising account did not ensure maximum efficiency. The majority of the budget was allocated to Search campaigns and GDN, while Shopping campaigns, which are one of the most effective tools for eCommerce, received only 25-30% of the budget. This limited the potential for increasing the number of transactions and prevented the cost per transaction from being reduced.

Goal: To improve the performance of Google Ads campaigns for the online store of a cat and dog food manufacturer, increase the number of transactions without increasing the advertising budget, and reduce the cost per transaction to the target level of $5-8.

Tasks

Analyze the performance of the existing advertising campaigns.

Optimize the advertising account structure according to the specifics of the pet food manufacturer's online store.

Increase the share of Shopping campaigns in the advertising budget.

Launch separate campaigns for different product categories.

Leverage Performance Max to scale sales.

Increase the number of transactions without increasing overall advertising spend.

Reduce the average cost per transaction.

List of works

Solution: make a logical bet on the development of shopping campaigns.

We conducted a detailed audit of the existing advertising campaigns and advertising budget allocation.

We restructured the promotion strategy by increasing the role of Shopping campaigns.

We separated cat and dog products into individual advertising campaigns for more precise optimization.

We made duplicates of all trade feeds in two languages: Ukrainian and Russian.

We launched Performance Max for product categories without objects, only with a product feed.

We optimized the advertising budget allocation: reduced funding for Search campaigns and the GDN and redirected the budget to Shopping campaigns.

We optimized the campaigns after the algorithm learning phase was completed.

Results

Comprehensive optimization of the Google Ads account structure and reallocation of the advertising budget enabled more effective use of Shopping campaigns. After the algorithm learning phase was completed, the campaigns began to demonstrate steady growth in sales without increasing overall advertising spend.

- The number of transactions increased by 15.6%.
- The cost per transaction decreased by 13%.
- Total advertising spend remained unchanged.
- The efficiency of Shopping campaigns increased thanks to the proper reallocation of the budget.
- Overall advertising account performance improved without increasing advertising investment.

Results

Conclusions

This case demonstrates that a professional setup of contextual advertising can significantly improve advertising campaign performance without increasing the budget. Optimizing the account structure, properly allocating the budget across campaign types, and leveraging the capabilities of Performance Max helped increase the number of transactions while reducing their cost. This approach supports steady sales growth and enables the advertising budget of a dog and cat food manufacturer's online store to be used as efficiently as possible.

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