Exist
Google Analytics
Google Ads
Supermetrics
G-MOS
AdsHub
EXIST is a large online store for auto parts and services with a network of offline stores in 21 cities.
Promodo specialists often collaborate with clients’ in-house teams, taking on specific tasks or managing particular areas in the overall automotive PPC strategy — for example, handling certain product categories or campaign types.
In the case of our client, responsibilities are distributed flexibly and dynamically. The Promodo PPC team manages specific areas and also steps in selectively — working on particular products or segments where growth potential is identified. This approach allows for quick responses to changes and a comprehensive impact on the overall account performance.
We began working with this auto parts store in October 2023, and at the time of this case study, the collaboration is ongoing.
A key feature of this client is its assortment of over 1 million products. Each item is tied to a specific car make, model, and modification. This requires a special approach to campaign structure and precise settings, as the success of such a project directly depends on segmentation quality and ad relevance.
Before the collaboration began, the approach was “one category — one campaign.” Basic optimization of product listings in the Merchant Center was also conducted. However, even with budget scaling and ROAS adjustments, campaigns showed little revenue growth or improvements in profitability.
For search advertising, the client used dynamic search campaigns (DSA) but without expanding the structure. This limited the potential to reach relevant traffic and made it harder to control campaign performance.
To increase revenue and improve campaign performance while managing a large product assortment, we focused on automation, segmenting products by price, and reallocating budgets to items with the highest sales potential. Below, we outline the key steps that delivered results.
The traditional approach of dividing Performance Max campaigns by product categories was ineffective for the auto parts online store. In this setup, each auto part category (brake pads, oils, filters, etc.) had a separate campaign or ad group.
Given the large assortment, this resulted in an excessive number of campaigns with insufficient data for learning and optimization. The outcome was complex management and dispersed budgets.
Analysis of past campaigns also showed that category-level grouping alone did not yield the desired results.
We applied attribute rules in Merchant Center to segment products by price, regardless of their category, purpose, brand, or other characteristics.
This approach made campaigns simpler to manage and more efficient in terms of profitability, while allowing budgets to focus on products that generate the highest revenue.
In projects with large assortments, there are often products that receive no impressions or clicks — so-called Zombie SKUs. These are items present in the feed but not included in Google Ads campaigns, as algorithms consider them less likely to sell.
However, Promodo’s PPC specialists have found that with the right approach, these products can be leveraged to expand reach, drive additional traffic, and stay within target performance metrics, including ROAS.
What We Did
Using the “Product Labels” module in AdsHub — Promodo’s internal tool for monitoring and automating account management processes — we identified feed items that had not spent any budget in the past 30 days. Custom labels were then added to these products, allowing them to be grouped by specific attributes and managed separately within campaigns.
The Product Labels module in AdsHub is a tool for automatically grouping feed items based on defined parameters (e.g., number of impressions, spend, or other performance metrics) and then applying custom labels for more precise segmentation and campaign optimization.
Using AdsHub for Merchant Center, we set up a special label called Zombie. This label is automatically applied to products that meet both of the following conditions:
This approach allows us to quickly identify inactive products and manage them separately in campaigns.
Next, a separate campaign structure was created for these products, allowing flexible management of budgets and promotion strategy.
Some products were placed in dedicated campaigns with controlled bids, while the rest were excluded from promotion to optimize spending.
Why This Matters
This approach allowed the advertising budget to focus on products with real sales potential, which is especially important for EXIST.UA’s large assortment.
G-MOS Automation
To increase the online store’s presence in search results, we conducted a detailed analysis of the types of queries users enter when searching for auto parts. We identified three main groups:
Based on this structure and the site’s filters, we created a technical specification for feed generation.
These feeds became the foundation for automated search campaigns in G-MOS, which helped to:
G-MOS is a tool for creating and updating ad campaigns that makes it easy to manage paid promotion channels, launch dynamic campaigns, and always advertise up-to-date products thanks to real-time data updates.
Idea & Implementation
We moved away from the classic category-based structure of search campaigns and built a dynamic product segmentation model based on both user behavior and product price parameters.
Results
This approach allowed us to scale campaigns without losing profitability and to allocate budgets more efficiently across priority segments. As a result, we were able to take search advertising performance to a new level.
Managing an assortment of over one million products is a real challenge. For businesses of this scale, standard approaches often don’t work — products have different levels of demand, and default ad settings fail to deliver the expected results. What’s needed is a strategy that reflects the specifics of the business, its goals, and customer demand.
In this case, we are responsible for promoting part of the product categories, while the client’s in-house team manages other core categories. That’s why our role is not only to manage large budgets effectively, but also to propose innovative solutions that can improve overall performance.
The key solutions included:
The results confirm the effectiveness of this approach. Our collaboration continues, and we plan to scale these successful practices further to drive even greater advertising performance.
“The collaboration between our in-house PPC team and Promodo has been an excellent example of aligning joint efforts to improve Google Ads performance.
The specialists demonstrated a high level of expertise and initiative: consistently looking for effective ways to scale campaigns, testing new hypotheses, and finding optimal solutions even in challenging situations. It’s a pleasure to work with a team that doesn’t just complete tasks, but truly immerses themselves in the business and actively seeks growth opportunities”.
Mike Avdyushkin
Marketing Director at EXIST
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