Increase in ROAS and CR indicators

Thanks to timely segmentation of products and budget redistribution across product categories with seasonal priorities, the following indicators were achieved:

1. Increase in ROAS (return on ad spend) by 185%
2. Decrease in advertising costs by 18%
3. Growth in CR (conversion rate) by 25%
4. Decrease in cost per conversion by 18.9%

To achieve the stated results, the following was implemented:

- Timely creation of an additional campaign (segmentation of product categories into a separate campaign) during the period of increased demand for the category, setting an optimal budget, with subsequent, gradual increases
- Budget redistribution between campaigns, where categories were added, based on the principle of seasonal priority. In the framework of tracking seasonality by categories, the budget was gradually redistributed from categories where seasonality was ending to categories where it was beginning
- Correction of issues in Merchant Center related to product disapprovals. In the course of this work, automatic rules for transforming feed attributes were applied
- Optimization work within advertising campaigns (working on negative keywords, setting up additional conversions, increasing the quality of object groups, etc.)