Eyewear Closet — online store of premium glasses
Eyewear Closet — an online store of premium eyewear that combines style, quality, and modern trends. The catalog features models from Gucci, Tom Ford, Versace, Prada, Ray-Ban, and other well-known brands. The store specializes in providing high-quality products for customers who seek style and functionality. The main audience of the company is buyers who value fashionable accessories from famous brands.
Task: create an effective Google Ads structure that simultaneously scales sales and ensures ROI control at the level of business profitability.
Main challenges:
* unstable results from previous campaigns;
* lack of a clear optimization system for conversion value;
* high cost per click in the premium segment.
Strategy and work stages
1. Account analysis and audit
Conducted an audit of campaigns and identified weaknesses: irrelevant keywords, ineffective budget, lack of segmentation. Built a new structure focused on sales.
2. Performance Max campaigns by brands
Launched separate campaigns for each brand (Gucci, Tom Ford, etc.). This improved targeting and increased efficiency.
3. Search + remarketing
Combined hot search with remarketing for users who did not complete their purchase. This resulted in a sales increase without increasing costs.
4. Bid automation
Switched to “Maximize conversions” with ROI control. The average cost per conversion decreased to $109.65, ROAS remained >2.4x.
5. Improvement of feed and analytics
Added attributes in Merchant Center, integrated GA4. This improved traffic quality and search positions.
Results
From January 1 to February 25, 2024, thanks to the implementation of Performance Max, Search, and Remarketing campaigns, we achieved the following results:
+691% sales growth, total volume — $19,881.32.
+436% growth in the number of orders (75 vs. 14 in the previous period).
Average cost per conversion decreased to $109.65.
Conversion Value reached $11,918.68, corresponding to ROI 2.4x.
The highest results were shown by the Gucci / USA and All / FL campaigns, which provided the bulk of the revenue.
Task: create an effective Google Ads structure that simultaneously scales sales and ensures ROI control at the level of business profitability.
Main challenges:
* unstable results from previous campaigns;
* lack of a clear optimization system for conversion value;
* high cost per click in the premium segment.
Strategy and work stages
1. Account analysis and audit
Conducted an audit of campaigns and identified weaknesses: irrelevant keywords, ineffective budget, lack of segmentation. Built a new structure focused on sales.
2. Performance Max campaigns by brands
Launched separate campaigns for each brand (Gucci, Tom Ford, etc.). This improved targeting and increased efficiency.
3. Search + remarketing
Combined hot search with remarketing for users who did not complete their purchase. This resulted in a sales increase without increasing costs.
4. Bid automation
Switched to “Maximize conversions” with ROI control. The average cost per conversion decreased to $109.65, ROAS remained >2.4x.
5. Improvement of feed and analytics
Added attributes in Merchant Center, integrated GA4. This improved traffic quality and search positions.
Results
From January 1 to February 25, 2024, thanks to the implementation of Performance Max, Search, and Remarketing campaigns, we achieved the following results:
+691% sales growth, total volume — $19,881.32.
+436% growth in the number of orders (75 vs. 14 in the previous period).
Average cost per conversion decreased to $109.65.
Conversion Value reached $11,918.68, corresponding to ROI 2.4x.
The highest results were shown by the Gucci / USA and All / FL campaigns, which provided the bulk of the revenue.
 |
Oleksandr Hristich
 Zheltye Vody 90 0
|
A little busy
91 Safes completed
2 arbitrations
On the service 10 years
Offer work