Online store of electronic appliances and leisure goods

Project features:

• Advertising campaign was aimed at increasing the number of sales for seasonal goods.
• E-commerce order tracking system was set up. A CRM system is used to track phone orders.

Goals:

• creating, optimizing, and managing advertising campaigns
• constantly decreasing the purchase cost based on the received data
• calculating the feasibility of investments in contextual advertising based on call tracking and analytical systems.

Work performed

The following types of advertising campaigns were created to increase sales:

• search engine advertising in Google
• dynamic search ads in Google
• Google Display Network
• call tracking connected and configured.

Optimization of advertising campaigns:

• bids were set for keywords, adjustments were made for attendance at different times of the day, by device, demographic (age, gender), and behavioral characteristics
• 3 ads with different texts were added to each ad group to facilitate decision making and attract potential customers (promotion, installment plan, product range)
• key phrases, search queries, and sites were cleaned up
• bounce rates, page depth, and session duration were analyzed
• all the relevant data was summarized in the report.

Results

The number of ordered goods and income received through the website:

• clicks: 5,363
• number of purchases: 756
• number of purchases by calls: 384

Main results of the advertising campaigns:

• cost of creation and management of the advertising campaign: 672 USD
• advertising costs: 19,568 USD
• total costs: 20,240 USD
• income according to Google Analytics: 51,838 USD
• income from calls according to CRM data: 18,640 USD
• total income: 70,478 USD
• profit: 50,238 USD
• CPS (cost of 1 paid order from advertising sources): 17,16 USD
• ROAS: 3,48 USD
• ROI (Return on Investment): 260,15%