Online cosmetics store
Online Stores & E-commerce
Work period: September 2025 - February 2026
GEO: United Kingdom (UK)
Product: collagen cosmetic product for skin care
Campaign formats: Performance Max (feed only), Shopping (standard), Search (branded)
Tasks:
Promotion of an original product that has a unique format and is almost not represented in the market.
Despite this, the search term "collagen" is extremely popular on Google, but most of the traffic is related to supplements, powders, or creams.
The main task is to filter out irrelevant queries and attract users who are specifically looking for cosmetic solutions to improve their skin.
Strategy:
Negative keywords: carefully developed to exclude queries like "collagen powder/supplement/drink." This helped avoid spending on non-target traffic.
Performance Max (feed only): focus on automatic optimization without additional assets (videos, images), which allowed testing the effectiveness of the feed as the main data source.
Shopping: standard campaign to attract users with high commercial intent — when people are already searching for a product to purchase.
Branded campaign: control of branded queries and maximum reach of those searching directly.
Results:
Increase in the number of transactions, high ROAS, and stable decrease in CPA.
Significant improvement in traffic relevance after implementing negative keywords. Continuous monitoring of search queries, traffic analysis, and updating negative keywords are important components of ad optimization.
The Shopping campaign showed high CTR and conversion due to clear visual presentation of the product.
The branded campaign helped maintain a low cost per click and strengthen brand trust.
PMax without assets + Shopping + branded — a combination that works well: PMax provides automation and reach, Shopping offers commercial precision, and branded focuses on retention and brand optimization.
GEO: United Kingdom (UK)
Product: collagen cosmetic product for skin care
Campaign formats: Performance Max (feed only), Shopping (standard), Search (branded)
Tasks:
Promotion of an original product that has a unique format and is almost not represented in the market.
Despite this, the search term "collagen" is extremely popular on Google, but most of the traffic is related to supplements, powders, or creams.
The main task is to filter out irrelevant queries and attract users who are specifically looking for cosmetic solutions to improve their skin.
Strategy:
Negative keywords: carefully developed to exclude queries like "collagen powder/supplement/drink." This helped avoid spending on non-target traffic.
Performance Max (feed only): focus on automatic optimization without additional assets (videos, images), which allowed testing the effectiveness of the feed as the main data source.
Shopping: standard campaign to attract users with high commercial intent — when people are already searching for a product to purchase.
Branded campaign: control of branded queries and maximum reach of those searching directly.
Results:
Increase in the number of transactions, high ROAS, and stable decrease in CPA.
Significant improvement in traffic relevance after implementing negative keywords. Continuous monitoring of search queries, traffic analysis, and updating negative keywords are important components of ad optimization.
The Shopping campaign showed high CTR and conversion due to clear visual presentation of the product.
The branded campaign helped maintain a low cost per click and strengthen brand trust.
PMax without assets + Shopping + branded — a combination that works well: PMax provides automation and reach, Shopping offers commercial precision, and branded focuses on retention and brand optimization.