Horoshop: revenue growth of 340% through Google Shopping
Contextual Advertising
Client:
Ukrainian brand of stylish and functional sportswear (fitness clothing, rash guards, leggings) operating on the Horoshop platform.
Task:
Aggressive scaling of sales and entry into new audience segments (yoga, crossfit, running). The main focus is to increase revenue by 3+ times while maintaining a stable ROAS of 500%.
Challenge:
High emotionality of purchase and significant competition from large chains (Sportmaster, Decathlon) and Instagram brands. It was necessary to ensure perfect relevance of product listings and automate work with a large assortment, minimizing manual inventory management.
Solution:
- Technical integration with Horoshop: Utilized the platform's built-in capabilities for instant setup of Enhanced Ecommerce and generation of a dynamic feed. This allowed for the transmission of extended characteristics (color, size, material) to Google Ads without involving programmers.
- Deep optimization of the product feed: Refined product names in Merchant Center using the formula "Type + Brand + Color + Feature". Implemented Custom Labels for segmenting the assortment into "Best Sellers," "New Arrivals," and "Sale."
- Segmented structure of Performance Max: Instead of a general campaign, created separate Asset Groups by categories (yoga, strength, accessories). This allowed the system to display specific visuals and headlines for specific user queries.
- Use of SEO filters as landing pages: Directed traffic to narrow category pages on Horoshop (e.g., "push-up bike shorts"). This improved the Quality Score of ads and reduced the bounce rate by 25%.
- Cyclical remarketing and scaling: Implemented dynamic remarketing to recover abandoned carts and for cross-selling. Used the "Maximize Conversion Value" strategy with gradual adjustments to the target ROAS every two weeks.
Results:
- Revenue increased by 342% compared to the same period last year.
- High return on ad spend (ROAS): The average rate was 620% (for every hryvnia spent, the client received 6.2 hryvnias in revenue).
- Engagement efficiency: The number of transactions increased by 285%, while the cost per order (CPA) decreased by 14%.
- Expansion of the customer base: 72% of total traffic consisted of new users, providing the brand with a foundation for further growth.
Conclusion:
Thanks to the synergy of the technical base of Horoshop and the Full-Funnel strategy in Google Performance Max, it was possible to transform a local store into a niche leader with an automated sales system in just 3 months.
Ukrainian brand of stylish and functional sportswear (fitness clothing, rash guards, leggings) operating on the Horoshop platform.
Task:
Aggressive scaling of sales and entry into new audience segments (yoga, crossfit, running). The main focus is to increase revenue by 3+ times while maintaining a stable ROAS of 500%.
Challenge:
High emotionality of purchase and significant competition from large chains (Sportmaster, Decathlon) and Instagram brands. It was necessary to ensure perfect relevance of product listings and automate work with a large assortment, minimizing manual inventory management.
Solution:
- Technical integration with Horoshop: Utilized the platform's built-in capabilities for instant setup of Enhanced Ecommerce and generation of a dynamic feed. This allowed for the transmission of extended characteristics (color, size, material) to Google Ads without involving programmers.
- Deep optimization of the product feed: Refined product names in Merchant Center using the formula "Type + Brand + Color + Feature". Implemented Custom Labels for segmenting the assortment into "Best Sellers," "New Arrivals," and "Sale."
- Segmented structure of Performance Max: Instead of a general campaign, created separate Asset Groups by categories (yoga, strength, accessories). This allowed the system to display specific visuals and headlines for specific user queries.
- Use of SEO filters as landing pages: Directed traffic to narrow category pages on Horoshop (e.g., "push-up bike shorts"). This improved the Quality Score of ads and reduced the bounce rate by 25%.
- Cyclical remarketing and scaling: Implemented dynamic remarketing to recover abandoned carts and for cross-selling. Used the "Maximize Conversion Value" strategy with gradual adjustments to the target ROAS every two weeks.
Results:
- Revenue increased by 342% compared to the same period last year.
- High return on ad spend (ROAS): The average rate was 620% (for every hryvnia spent, the client received 6.2 hryvnias in revenue).
- Engagement efficiency: The number of transactions increased by 285%, while the cost per order (CPA) decreased by 14%.
- Expansion of the customer base: 72% of total traffic consisted of new users, providing the brand with a foundation for further growth.
Conclusion:
Thanks to the synergy of the technical base of Horoshop and the Full-Funnel strategy in Google Performance Max, it was possible to transform a local store into a niche leader with an automated sales system in just 3 months.