CONTACT US

What was the process of development?

We have divided our work in 3 stages. Stage 1 - We analyzed (conducted an audit) of the website, configured Google Analytics and Google Tag Manager, and set up advertising campaigns in Google Ads. We diagnosed errors in Google Merchant Center.

​

Stage 2 - We identified growth points for the project. It was necessary to improve website conversions. We reconfigured Google Analytics and Google Tag Manager to have clear, accurate data for future optimization and hypothesis building. We revamped existing Google Ads campaigns and launched new ones (type, bidding strategy). We optimized the product feed, improving its quality to effectively test products in Google Shopping. We prepared a clear media plan and outcome forecasts for the client. We developed a strategy in the mind map format for a clear understanding of each stage and project development logic/vision.

​

Stage 3 - We began working on these points. We prepared a list of recommendations for the client's website, including changes in landing page blocks, offer refinement, and improving usability during the cart and checkout phases. We performed all necessary settings in analytics systems, checked and corrected the functioning of all tags on the website. We reconfigured conversions with correct values and connected all Google resources. Before starting work in the Google Ads account, we carried out extensive work on the product feed, including moderation for all rejected products, editing attributes such as title, image, price, description, and adding new attributes like google product category, product type, color, and others. We worked on the "hygiene" of the Google Ads account - corrected all rejected ads and extensions, fixed tag errors, disabled unnecessary automated recommendations, cleaned up all negative keyword lists, and checked them for content. We fine-tuned conversions by type and optimization priority. We revamped brand search campaigns - cleaned up search queries, adjusted semantics, updated ads, changed bidding strategies, disabled ineffective targeting, and segmented campaigns by geography. We then started testing shopping campaigns and aggressively filtered non-relevant traffic. The results were slightly below average, but we decided to let the campaigns run to observe their performance after the learning period. After achieving positive ROAS dynamics, the client allocated additional budget. We decided to direct a portion of the budget to campaigns that were delivering average and above-average results. We added the feed, static and dynamic creatives, and new headlines and descriptions with conversion offers. We segmented campaigns by region by demand and traffic price and waited for the campaigns to go through the learning phase and achieve stable performance. This strategy proved to be 100% effective. Since Performance Max campaigns participated in various auctions and provided cheaper traffic than all other campaigns, we were able to reduce the overall cost of conversions and achieve a high ROAS.