Contextual advertising for the website selling woven furniture
About the client:
The client is a manufacturer of woven furniture and rattan products. The products are suitable for equipping and decorating cafes, bars, restaurants, summer terraces, offices, homes, summer cottages, saunas, and pools due to their resistance to high temperatures and moisture.
The client offers a flexible discount system, low retail prices, manufacturing according to customer drawings, and fast delivery across Ukraine.
Input data:
The website was created on the Prom.ua marketplace builder.
Monthly advertising budget - 3,000 UAH.
Geotargeting - all of Ukraine, except for Crimea, Donetsk, and Luhansk.
Network - Google Ads.
Display time - 24/7.
There are no restrictions on the maximum cost per application.
Tracking the effectiveness of contextual advertising by applications, sales, and calls.
Goal - to increase the profitability of the website.
Season in a month - from March.
Project work
First of all, we launched search campaigns. Since minimal time expenditure is required here, essentially, it is necessary to simply enable categories and subcategories in the product group.
In the ads, we emphasized that the product is always in stock, can be supplied in wholesale batches, and shipping is done within one day.
Along with search, we set up and launched product campaigns for woven furniture and wicker baskets. Also, looking ahead, we set up a dynamic remarketing tag to soon launch ads that will show users ads for the very products they have already viewed on the site.
Every year, the role and influence of machine learning in contextual advertising grows. Campaigns that do not soon transition to automatic bidding systems risk being left behind.
There is a simple explanation for this trend - a human can take into account and optimize not all factors, while algorithms can scan hundreds of signals when selecting a user and during the display of an advertisement. Therefore, after a month of work with a "simple" shopping campaign, we set up a "smart" shopping campaign, in which one of these automatic bidding systems operates. Moreover, we left the "simple" one running in parallel with the smart one.
Account management was conducted from February 2020 to October 2020.
As a result, contextual advertising provided:
The highest number of transactions to the site among all traffic channels (56%)
Increase in revenue from the site
Number of leads: 1366
Transactions: 499
Applications, besides transactions: 867
Average transaction price: 49 UAH.
Average cost per inquiry: 18 UAH.
Revenue according to ecommerce data: 512,430 UAH.
Margin: 40%
Advertising expenses: 24,312 UAH.
Gross profit: 512,430 * 0.4 = 204,972 UAH.
ROMI (return on marketing investment) based on gross profit: (204,972 - 24,312) / 24,312 * 100% = 743%.
The client is a manufacturer of woven furniture and rattan products. The products are suitable for equipping and decorating cafes, bars, restaurants, summer terraces, offices, homes, summer cottages, saunas, and pools due to their resistance to high temperatures and moisture.
The client offers a flexible discount system, low retail prices, manufacturing according to customer drawings, and fast delivery across Ukraine.
Input data:
The website was created on the Prom.ua marketplace builder.
Monthly advertising budget - 3,000 UAH.
Geotargeting - all of Ukraine, except for Crimea, Donetsk, and Luhansk.
Network - Google Ads.
Display time - 24/7.
There are no restrictions on the maximum cost per application.
Tracking the effectiveness of contextual advertising by applications, sales, and calls.
Goal - to increase the profitability of the website.
Season in a month - from March.
Project work
First of all, we launched search campaigns. Since minimal time expenditure is required here, essentially, it is necessary to simply enable categories and subcategories in the product group.
In the ads, we emphasized that the product is always in stock, can be supplied in wholesale batches, and shipping is done within one day.
Along with search, we set up and launched product campaigns for woven furniture and wicker baskets. Also, looking ahead, we set up a dynamic remarketing tag to soon launch ads that will show users ads for the very products they have already viewed on the site.
Every year, the role and influence of machine learning in contextual advertising grows. Campaigns that do not soon transition to automatic bidding systems risk being left behind.
There is a simple explanation for this trend - a human can take into account and optimize not all factors, while algorithms can scan hundreds of signals when selecting a user and during the display of an advertisement. Therefore, after a month of work with a "simple" shopping campaign, we set up a "smart" shopping campaign, in which one of these automatic bidding systems operates. Moreover, we left the "simple" one running in parallel with the smart one.
Account management was conducted from February 2020 to October 2020.
As a result, contextual advertising provided:
The highest number of transactions to the site among all traffic channels (56%)
Increase in revenue from the site
Number of leads: 1366
Transactions: 499
Applications, besides transactions: 867
Average transaction price: 49 UAH.
Average cost per inquiry: 18 UAH.
Revenue according to ecommerce data: 512,430 UAH.
Margin: 40%
Advertising expenses: 24,312 UAH.
Gross profit: 512,430 * 0.4 = 204,972 UAH.
ROMI (return on marketing investment) based on gross profit: (204,972 - 24,312) / 24,312 * 100% = 743%.
Dnepr 
Available for hire