We іncreased fulfilled orders 9.5x for an electronics and appliance store chain in 2 years

Niche

E-commerce
Appliances and electronics

Geo

Ukraine

The Client is a leading national online retailer of personal consumer electronics, with a well-known network of stores and service centers across Ukraine. Due to an NDA, we can’t reveal the Client’s name.

Its network includes over 15 stores across Ukraine, and its current lineup features 500+ product categories, 300 brands, and more than 200,000 SKUs.

SERVICES

TASK

The main goal was to increase sales through paid advertising platforms and to make the ads self-sustaining and profitable.

FEATURES AND CHALLENGES

• A wide range of product categories, from smartphones and small electronics to home appliances, automotive products, and household goods.
• A product catalog with a vast price range (from $1 – $25k) with varying profit margins.
• Intense competition from local stores, national chains, and online retailers.
• The project launch occurred just a month after the full-scale invasion of Ukraine, when demand and purchasing power were low, with only essential goods in high demand.

SOLUTION

Since Google Ads primarily uses product listings as the main tool for advertising online stores, we optimized the product feed in Merchant Center, turning it into a robust foundation for the future keywords and ads. 

We went beyond the usual Brand and Category attributes to structure the product campaigns in Google Ads. By utilizing Custom Labels it allowed us to create a more detailed campaign structure that catered to the business’s unique needs, such as product margins, stock availability, and specific priority product lines or categories.

At the start of the project, the account was running Smart campaigns only. We analyzed the product categories and search queries, then broke these campaigns down into more manageable types — Smart Shopping (which later migrated to Performance Max), standard Shopping, and search campaigns. This approach gave us the ability to strengthen what was already working and delivering results while reducing costs on traffic that was converting less effectively.

Recognizing that different product categories and brands compete in distinct segments, we teamed up with the Client to pinpoint key product groups and chose the right strategies for their ad campaigns.

To keep everything aligned and accurate in terms of performance, we reviewed the analytics, rolled out full ecommerce tracking on the website, and set up end-to-end analytics.

To improve campaign learning, we implemented the Measurement Protocol for Universal Analytics and later for Google Analytics 4. This allows us to see actual order statuses and real revenue tied to ad campaigns, while the bidding strategies learn from events based on actual payment data.

After 2 years of meticulous segmentation and scaling, our ‘Divide and Conquer’ strategy helped us pinpoint the most effective campaign formats, types, and product segments. 

Using this data, we keep improving our campaign structure to hit the main business goal — increasing sales through paid ads, making Google Ads the key platform for bringing in new customers.

Simultaneously, we’re exploring new ways to boost impulse purchases while generating demand through Facebook Ads.

RESULTS

By May of 2022, we had everything in place for controlled growth — analytics, account setup, and budgets were all set and ready to go.

Compared to the period before we took over (when the advertising budget and effectiveness were low), the Client’s budget has grown 12 times.

From May 2022 to May 2024, the CPA per order in USD was cut in half and has remained stable.

ROI from actual sales has remained steady, even with the continuous rise in spending.

This positive ROI fully satisfies the Client, allowing for further ad scaling. The question is no longer, “Can Google Ads be profitable for my business?” Now, it’s “What’s the new balance point between costs and sales that we can achieve?”.