Important notice: Beware of fraudulent recruiter messages on WhatsApp! More details on our LinkedIn profile

PPC Case Study: How To Increase Conversions By 127% With Google Smart Shopping

Consumer electronics
client
services
tools

Google Shopping

Google Ads

client
services
tools

Google Shopping

Google Ads

content

Client

Vodafone is one of the world’s largest telecommunications companies. In Ukraine, under the Vodafone brand, the mobile network operator PRJSC “VF UKRAINE” provides services on the GSM, CDMA and LTE networks and manages a chain of retail stores and an online store through a subsidiary company.

Challenge

– To inform clients that they can buy household appliances and electronics in the Vodafone stores;

– To increase revenue from the paid traffic channel.

Initial data

The task before us was to increase the profitability of the paid traffic from Google, maintaining the average level of the ROAS (Return on advertising spend) indicator.

Our Promodo team analyzed optimisation options for running campaigns as well as new tools which could help achieve the goals. As a result, we decided to launch the Google Shopping campaign and expand the branded ad campaigns.

Solution

Branded campaigns optimisation

Our Promodo team analysed optimisation options for running campaigns as well as new tools which could help achieve the goals. As a result, we decided to launch the Google Shopping campaign and expand the branded ad campaigns.

Initially, Vodafone used only branded keywords, associated with the online store, in their Google Ads campaigns.

For instance, Vodafone shop, Vodafone store and so on.

To increase the audience reach, we added non-commercial keyword Vodafone both in English and Russian language. To get rid of users who are interested only in the mobile telecommunication services, we added thematic queries and tariff package names in the negative keywords list.

Results

Improved keywords boosted branded traffic by 360%. The number of conversions from branded ad campaigns also increased by 126.7%.

Smart Shopping Campaign Setup

A return on investment benchmark requires predictable results, which only simple and proven marketing tools can provide. To increase sales, we decided to add Smart Shopping campaigns to the running ads. This digital marketing tool is known as the most efficient for eCommerce.

Initially, we launched a standard ad campaign with product segmentation. We selected only those categories which had a medium and high order value to increase ad profitability. However, it didn’t show the expected results since the cost-per-click, as well as a conversion cost, were too high.

A Smart campaign has automatic settings. Moreover, it focuses on ensuring the maximum value of each transaction. Before the launch, we developed technical requirements for creating a product feed with the entire product range of the store.

Results

After the launch of the Smart Shopping campaign, the ROAS indicator increased by 423% and the revenue grew by 391.5%.

Results

+360%

Branded Traffic Growth

+391.6%

Revenue from Smart Shopping

+126.7%

Conversion Growth

What’s Next

1. Continue to improve brand awareness, including through media and Smart GDN campaigns.

2. Improve the ad account; run campaigns using keywords with product models to better cover the search demand.

3. Continue to optimize the product feed for Shopping campaigns by adding more product
information.

Case studies

We’re proud of our success stories

Check out how we help companies like yours overcome challenges and rise to the next level.

+921.4%

Organic traffic growth

72.3%

Share of traffic generated by blog

12 months

Work period

Transforming the Website Blog: +921.4% Organic Traffic and Lead Generation for the MacBook Parts Provider
Consumer electronics
/
Learn more
204%

Non-branded traffic

173%

Organic traffic

1 year

Work period

+173% of Organic Sessions Over a Year in Healthcare: Esculab Case Study
Health Care & Beauty
/
Search Engine Optimization
/
European Union
/
Learn more
Grow your business
175
companies in the U.S. have
increased sales with Promodo

Get a free strategy session

We will analyze your business and share our ideas on how to improve your marketing strategy.

Valid number
Your company website
Send Message

By clicking on “Send message” button, you agree to our Privacy Policy and allow Promodo to use this data for our marketing purposes.

Thank you for reaching out, inquiry has been sent! We will get back to you shortly.
Got it
Oops! Something went wrong while submitting the form.
Contact us