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Setting up Google Ads for an online store of spare parts for household appliances

How to triple ROAS in 5 months of work and keep the results

Input data

Client: an online store of spare parts for household appliances.

Term of work: 5 months.

Problem: the client configured advertising independently but was dissatisfied with the result because his knowledge did not allow him to competently work out all the nuances of contextual advertising.

Tasks

attract new customers to the site;

increase the number of purchases on the site;

increase the average check;

increase ROAS.

List of works

An audit of the ad account was carried out.

The logical structure of the account was developed.

The key requests (common by type of equipment) were worked on.

The existing campaigns that had good results were optimized.

The feed and trade campaigns were worked on.

The operation of PMax without objects as trade campaigns was tested.

The DSA and Performance Max with objects as remarketing campaigns were tested.

Results

Initial results for the first month:
- number of transactions – 414;
- transaction cost – UAH 48.
- ROAS – 429%.

Results after 3 months of cooperation:
- number of transactions – 477;
- transaction cost – UAH 44.
- ROAS – 1173%.

Results after 5 months of cooperation:
- number of transactions – 906;
- transaction cost – UAH 35.
- ROAS – 1186%.

Results

Conclusion

It is necessary to constantly optimize campaigns and not be afraid to experiment, try different hypotheses and test new products. In this case, advertising will bring the desired result and there will be no need to increase the budget for promotion.

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