Improvement of indicators through website enhancement

A business owner selling wallpaper approached me. The main issue was dissatisfaction with the previous contractor's work and low performance in the advertising account. I conducted a thorough audit of all advertising tools, also analyzed the website, and provided recommendations. We implemented the following:

1. Final adjustments to the Merchant Center account, fixing issues with rejected products, adding a data feed with an additional localization language.
2. Checking the tracking of key e-commerce events and fixing identified issues (incorrect tracking of the value attribute and the items data array).
3. Analyzing the website and providing recommendations to improve its conversion rate, adjusting information in some sections according to Google Shopping requirements, and adding an additional localization language to the website.
4. Optimizing advertising campaigns:
- setting an optimal budget;
- adding a list of negative keywords;
- adding more profitable product categories for the client to the ads;
and so on.

Thanks to the above-mentioned set of works, we achieved the following:
- an increase in ROAS (return on ad spend) by 1,869%;
- a decrease in conversion cost by 14.72%;
- a decrease in interaction cost by 42%.