Increased ROAS from 176% to 442% on Google Ads
Strategy
First of all, I realized that I will not launch a shopping campaign: Google Merchant Center is limited to adult advertising.Therefore, the main attention was paid to the search.She carried out an audit of the account, looked at what advertising campaigns have already worked, and what campaigns are missing.Choose this strategy of promotion:
Searching for brand.The customer company is relatively recently on the market, but it works very well on its brand.Therefore, we get the most conversions on brand keys with lower costs (compared with other campaigns).Branding model search.She has set up campaigns to the priority brands Svakom, Satisfyer, Tenga and Pjur.The advantage of such campaigns is that the potential buyer already knows exactly what brand or model he wants: thus he is closer to the wing of sales to making a purchase.General categories of search.Campaigns on vibrators, lubricants, anal stimulators, masturbators.Searching for competitors.There are large competitors on the market, a portion of hot traffic which I have taken away.Tactics: Advertising Cabinet Optimization
After defining the strategy and launching the campaigns, we went to the next stage: improvement.Reduction of search requests
Changes in the Strategy of Interest
Restriction of campaigns
1 problem: moderately limited ads
2 Problems: Rejected Advertisements
He performed various tests for four campaigns:
- In the search for "adult store" changed the link from the page /catalog/ to /seks-igrushki/;
- In the search brand changed the review from the page /catalog/ to /#test.- In the search for competitors re-send the ad to moderation, by changing the URL for a few minutes to /smazky-sprei-ta-kremy/ and returning the URL again to the main;
- In the media remarketing again appealed on the rejection of the ads.Of course, nothing of the above has.The conclusion: if at least once the advertisement has acquired the status of “Generability Regulation”, it will no longer be removed (except global changes on the site).This status "appropriates" the advertisement, it is rejected and no changes help.She went through another fifth test: copies of the old ads were made, and the old ads themselves were removed.This is necessary to make the advertisements in the campaign acquire new IDs, Google started checking them from scratch.Bingo, it worked!The ads became “clean” for Google.From now on, I’m constantly monitoring the status of all the ads and if I find the rejected or with the status of “Generability Regulation”.Three issues: the prohibition of media campaigns
Results
For all e-commerce customers, I first pay attention to the average ROAS per office.The customer also has e-commerce, but we take into account the specificities of the field.In the office only search campaigns are set, which are not stuck on direct sales through the basket, some of the orders are made by phone, some - through the basket on the site.Therefore, it is advisable to pay attention to the price for the CPL conversion.The average actual ROAS for the last four calendar months by office is around 400% on average: the brand campaign works best.
First of all, I realized that I will not launch a shopping campaign: Google Merchant Center is limited to adult advertising.Therefore, the main attention was paid to the search.She carried out an audit of the account, looked at what advertising campaigns have already worked, and what campaigns are missing.Choose this strategy of promotion:
Searching for brand.The customer company is relatively recently on the market, but it works very well on its brand.Therefore, we get the most conversions on brand keys with lower costs (compared with other campaigns).Branding model search.She has set up campaigns to the priority brands Svakom, Satisfyer, Tenga and Pjur.The advantage of such campaigns is that the potential buyer already knows exactly what brand or model he wants: thus he is closer to the wing of sales to making a purchase.General categories of search.Campaigns on vibrators, lubricants, anal stimulators, masturbators.Searching for competitors.There are large competitors on the market, a portion of hot traffic which I have taken away.Tactics: Advertising Cabinet Optimization
After defining the strategy and launching the campaigns, we went to the next stage: improvement.Reduction of search requests
Changes in the Strategy of Interest
Restriction of campaigns
1 problem: moderately limited ads
2 Problems: Rejected Advertisements
He performed various tests for four campaigns:
- In the search for "adult store" changed the link from the page /catalog/ to /seks-igrushki/;
- In the search brand changed the review from the page /catalog/ to /#test.- In the search for competitors re-send the ad to moderation, by changing the URL for a few minutes to /smazky-sprei-ta-kremy/ and returning the URL again to the main;
- In the media remarketing again appealed on the rejection of the ads.Of course, nothing of the above has.The conclusion: if at least once the advertisement has acquired the status of “Generability Regulation”, it will no longer be removed (except global changes on the site).This status "appropriates" the advertisement, it is rejected and no changes help.She went through another fifth test: copies of the old ads were made, and the old ads themselves were removed.This is necessary to make the advertisements in the campaign acquire new IDs, Google started checking them from scratch.Bingo, it worked!The ads became “clean” for Google.From now on, I’m constantly monitoring the status of all the ads and if I find the rejected or with the status of “Generability Regulation”.Three issues: the prohibition of media campaigns
Results
For all e-commerce customers, I first pay attention to the average ROAS per office.The customer also has e-commerce, but we take into account the specificities of the field.In the office only search campaigns are set, which are not stuck on direct sales through the basket, some of the orders are made by phone, some - through the basket on the site.Therefore, it is advisable to pay attention to the price for the CPL conversion.The average actual ROAS for the last four calendar months by office is around 400% on average: the brand campaign works best.
Poltava 
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