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The Client came to us to set up advertising campaigns to increase sales on the website.
Everything is just great! I am satisfied with the cooperation, it’s nice to work with professionals!!!
PPC Management Services
IKEA furniture reseller
Ukraine
Growth of income by 14 times in 19 months
Increase the sales on the website
Optimization of Google Ads and Merchant Center accounts, fine-tuning the needed campaigns
PPC Management is effective in creating demand for a product or service. It is an effective online sales tool. It is with this goal of the client that we worked on in this case.
Read on how over 19 months of cooperation the ITForce team contributed to the Client’s income growth by 14 times.
The Client contacted ITForce in January 2021 with the task of setting up Google Ads campaigns. The main goal was to increase sales on the website.
The Client is IKEA of Sweden furniture reseller. A license to sell the IKEA brand is not required.
The assortment of the store includes furniture, lighting, home accessories, and other goods under TM IKEA. Delivery is possible under the order on an advance payment. Usually delivery is within 10-14 business days.
The website of the Client is made on the Prom.ua platform.
Before the cooperation with ITForce, our Client had an experience with contextual advertising. The configured campaigns worked for 1 month. The results of that month were not bad (105 transactions).
Fig. 1 – Client pre-advertising information from Google Ads
This is not enough result for the furniture sales niche so the Client came to our agency.
At the very beginning of our work, we optimized Google Ads advertising campaigns. For this we:
The first stage of work in building a paid advertising strategy is the semantic core collection. That is queries by which users aka our potential customers will find our Client’s website on the Internet. We collected search queries for advertising using Keyword Planner and grouped the keys in the PPC Tool.
The Client’s store is located on the Prom.ua platform, which greatly simplifies the installation of Google Analytics, setting advertising goals, and uploading the product feed. We are certainly working with the Merchant Center to diagnose products and improve the feed with conversion rules.
The furniture sales niche is highly competitive because furniture is not an impulsive purchase. Therefore, we must remember this and give users time to think about purchasing a product.
The Client already had experience in launching paid advertising, he had a standard Shopping setup. Our task was:
We also had to invest in the Client’s budget for advertising (about 1200 UAH/day).
The main direction of the Client’s online store is the sale of IKEA of Sweden brand furniture. We have an advantage that should be emphasized due to the popularity of this brand and the lack of stores in Ukraine.
So we created a search campaign with keywords that included brand names. We also made sure that “IKEA” was added to the titles of the product feed, after which we also included users who intended to purchase a popular furniture brand. So we were able to increase the effectiveness of advertising at the very start.
The goals that we set up at the beginning of the work:
We added the Transactions goal after setting up eCommerce for Google Ads revenue tracking. Over time, add-to-cart and order-through-cart goals were removed from Google Ads, as we used them to collect conversion statistics when training bidding strategies.
Within a month of launch, the Brand Search Campaign was discontinued as it was ineffective. We also stopped the standard Shopping because Smart shopping pulled impressions over itself.
Going forward, the team decided to work with standard and sensible shopping campaigns as they delivered the best results in terms of transactions and conversion values.
Ad examples:
Fig. 2 – Example of ads
Fig. 3 – Examples of ads on Youtube
Advertising launch regions: Ukraine except for Crimea, Donetsk, Luhansk, Kherson, and partially Zaporizhzhia regions.
Optimization measures that we are taking today:
By seasonality. We worked on the principle with these categories of goods:
When working with a standard shopping campaign to optimize it, we made adjustments by the device (much more conversions are made from mobile than from desktop or tablets), and less often by geo (in Smart Shopping and Performance Max, such changes cannot be made since standard and smart shopping is better suited for project promotion.
Fig. 4 – Traffic to the Client’s website from all devices
Regarding the creation of smart shopping campaigns: we have improved the feed with products, namely, we have added a custom label attribute with a breakdown by product price.
Each store has profitable and not-so-good products in stock, therefore, in order to increase the average bill, we excluded goods with a price of < UAH 1000 from running campaigns. And they created a separate campaign with goods of UAH 500-1000. We also moved all the top products to a separate Smart Shopping campaign. These actions have shown their effectiveness.
Our constant activities:
Our team immediately began testing a new type of Performance Max campaign when it appeared in Google Ads which allows you to place an ad on all Google ad spaces within one advertising campaign. The test showed that Performance Max should be offered to our Client.
By the time PMax was introduced, it was already known that it would be better to create a separate data feed for Performance Max campaigns so that PMax products do not overlap with Smart Shopping products, and also do not intercept each other’s impressions.
Considering that Smart Shopping ceased to exist on September 16, 2022, we agreed with the Client that the ITForce team will make a smooth transition from the Smart Shopping campaign to Performance Max so that this does not affect the results in the future.
We watch and analyze the work of Performance Max campaigns. We plan to update creatives and add audience signals.
Whether our settings work? Moreover, there was a break in March 2022 due to the war in Ukraine — the Client put the project on pause. We resumed cooperation only in April, that is advertising didn’t work at all for a month. Let’s see if we managed to return customers to the website and how successfully we did it.
First, let’s look at the overall picture of the configured campaigns: we take the period 01/27/2021-09/27/2022.
Fig. 5 – Customized campaigns from 01/27/2022
In general, advertising brought a significant number of orders to the Client.
Comparing the indicators of the beginning of cooperation (March 2021) and the last month of campaigning (September 2022), we note that:
Fig. 6 – Comparison of indicators September 2022 and March 2021
The Client’s most profitable campaign, Smart Shopping, was set up from the very beginning of the project. Currently, it brings in most of the income from all contextual advertising.
Fig. 7 – Comparison of Smart Shopping metrics September 2022/March 2021
At the same time, we managed to increase the AOV (Average order value) by 196.69%.
Fig. 8 – Average order receipt (comparison September 2022/March 2021)
We coordinated all changes in the account and campaign budgets with the Client, the interaction with which was quick. This made it possible to instantly respond to the suggestions of the Google Ads system for advertising and bring them to life.
So, Google Ads helped us:
Fig. 9 – Organic and Paid Search Traffic
Our work allowed the client to increase transaction revenue by 1315.24%For 19 months of running advertising campaigns (January 2021 – September 2022).
ITForce was able to achieve such a result only if the Client agreed to promptly make changes to the advertising settings. And remember that buying furniture takes time to approve the purchase decision. Allow time for a Client to make a purchase decision when setting up advertising.
The Client contacted us with the purpose of promoting a new website in the TOP 3-10 for keywords in the Google search engine.
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