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Online Women's Clothing Store Promotion | MustHave.ua
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DEFINITION, MEASUREMENT AND ANALYSIS OF GROWTH POINTS
Steps to achieve quick results and increase the profitability of existing advertising campaigns.
Clients
Detailed study of the company's buyers and competitors, their behavior, and journey with visualization of the value stream map.
Segments
Based on profitability, interests, demographic and geographical factors, and cost of acquisition, all clients were divided into groups.
Profitability
Determined the profitability of each attribute in existing advertising campaigns to establish quick growth points and eliminate losses.
Time to Purchase
For each segment and sales funnel, the periods were determined during which buyers make a purchase decision, from the first touchpoint to recommendations.
Sessions to Transactions
Understanding which sources, sales channels, pages, and elements each group of buyers interacts with on the way to placing an order.
Customer Journey
Defining the interaction models of existing and potential buyers with the current offer. Formulating objections and tactics for working with them.
PROJECT WORK
Quick Wins
As a result of the audit of the effectiveness of advertising campaigns, their setup format, and promotion tactics in combination with the data obtained on the customer journey, behavior, and segments, we define tasks according to the priority matrix that can improve ad profitability with minimal costs and in the shortest possible time.
+28%
Growth of return on ad spend indicators within the first two months
3Х
Threefold increase in the turnover of investments in Google Ads (with shorter sales cycles)
+18%
Growth of direct and associated gross revenue from paid promotion channels
-240%
Decrease in website bounce rate and non-target traffic generated by advertising
Budget Redistribution
The audit system we developed automatically distributes a limited budget among ad groups, keywords, audiences, and targeting. This takes into account the stages of the purchase decision, hundreds of key attributes, and literally thousands of combinations of advertising campaign elements and the sales funnel, associated conversions, and profitability.
Cost and Value of a Click. After the analysis, bids per click were reassigned for various key phrases, products, and audiences, depending on the profitability of each of them.
Budget. Given the constraints, expenditures were primarily allocated to those attributes that target the most profitable customer segments and with the fastest turnover.
Result. With the same budget, profitability indicators increased by 40% from the last value, and the revenue of all advertising campaigns was increased by 28%.
Narrowing Audiences and Targeting
We distributed all efforts, budgets, and click cost priorities among the created combinations in such a way as to favor those groups of clients and funnel stages that return the money spent in the shortest possible time and with maximum profitability.
Cascading Remarketing
Depending on the funnel stage and the segment to which the user belongs, we built a unique chain of remarketing ads for each group. This contributed to working with "objections" and "doubts" of new clients, and to retaining existing Must Have buyers in the orbit.
Hybrid Shopping Campaigns
In contrast to "Smart Shopping Campaigns" with automatic bidding, this is the best strategy for a broad market and limited budgets, as well as a dynamically changing assortment.
Step 1 | Structure. Divided campaigns and product groups by category depending on the price and type of product.
Step 2 | Audiences. The most profitable audiences were identified, for which Google Shopping ads were the main channel for purchases.
Step 3 | Search Queries. We clustered over 80,000 search queries depending on the purchase stage, audience, and profitability.
Step 4 | Bid. Dynamic bidding based on demand, margin, and profitability of a specific product and audience.
Step 5 | Product Feed. Used 100% of the available Merchant Center feed attributes, optimized for the most converting semantics.
Step 6 | Seasonality Management. Automatic redistribution of budgets, bids, visibility, and reach, depending on product demand.
+250%
Increase in associated revenue from shopping ads
+127%
Growth of Google Shopping profitability
+87%
Growth of user conversion from product advertising
+14%
Increase in new clients generated by the channel