Online store for economy class items
Store segment - Cheap items for: Women, men, children, and teenagers.
An online store was taken over from a previous contractor with the task of increasing sales, improving the efficiency of the advertising budget, and, if possible, reducing the cost of conversion.
As part of the optimization, the following work was carried out:
• A detailed audit of product categories was conducted. An analysis of sales, profitability, and advertising investment efficiency was performed for each category. The most profitable areas for scaling were identified, as well as categories with low efficiency that require refinement or budget redistribution.
• An audit of the product assortment was conducted. Products that previously did not receive impressions and did not participate in Google Ads auctions were identified. Work was done to activate them and include them in advertising campaigns.
• The structure of the advertising account was revised. Products and categories were redistributed into separate groups based on their effectiveness, margin, and demand.
• The product feed was optimized. Product names, data structure, and relevance of information were improved to enhance the quality of impressions in Google Shopping and Performance Max.
• An analysis of search queries was conducted. Negative keywords were added to exclude irrelevant traffic and reduce non-targeted expenses.
• An audit of conversions and analytics was performed. The accuracy of data transmission between the advertising account, Google Analytics, and the call tracking system was checked to ensure a reliable assessment of advertising effectiveness.
• Products and categories with the greatest growth potential were identified. The share of the advertising budget was increased for them to gain additional sales volume.
• An analysis of the competitive environment and pricing offers was conducted, which allowed for the identification of additional growth points and adjustments to the advertising strategy.
• Bid optimization and budget allocation between advertising campaigns were carried out to increase the number of conversions without a proportional increase in expenses.
• The process of gradual scaling of the most effective areas was launched while maintaining control over customer acquisition costs.
The result of the work carried out was an increase in the coverage of the product assortment, an increase in the number of products participating in impressions, more effective allocation of the advertising budget, and the creation of a foundation for further sales growth while maintaining target profitability indicators.
An online store was taken over from a previous contractor with the task of increasing sales, improving the efficiency of the advertising budget, and, if possible, reducing the cost of conversion.
As part of the optimization, the following work was carried out:
• A detailed audit of product categories was conducted. An analysis of sales, profitability, and advertising investment efficiency was performed for each category. The most profitable areas for scaling were identified, as well as categories with low efficiency that require refinement or budget redistribution.
• An audit of the product assortment was conducted. Products that previously did not receive impressions and did not participate in Google Ads auctions were identified. Work was done to activate them and include them in advertising campaigns.
• The structure of the advertising account was revised. Products and categories were redistributed into separate groups based on their effectiveness, margin, and demand.
• The product feed was optimized. Product names, data structure, and relevance of information were improved to enhance the quality of impressions in Google Shopping and Performance Max.
• An analysis of search queries was conducted. Negative keywords were added to exclude irrelevant traffic and reduce non-targeted expenses.
• An audit of conversions and analytics was performed. The accuracy of data transmission between the advertising account, Google Analytics, and the call tracking system was checked to ensure a reliable assessment of advertising effectiveness.
• Products and categories with the greatest growth potential were identified. The share of the advertising budget was increased for them to gain additional sales volume.
• An analysis of the competitive environment and pricing offers was conducted, which allowed for the identification of additional growth points and adjustments to the advertising strategy.
• Bid optimization and budget allocation between advertising campaigns were carried out to increase the number of conversions without a proportional increase in expenses.
• The process of gradual scaling of the most effective areas was launched while maintaining control over customer acquisition costs.
The result of the work carried out was an increase in the coverage of the product assortment, an increase in the number of products participating in impressions, more effective allocation of the advertising budget, and the creation of a foundation for further sales growth while maintaining target profitability indicators.
Kharkiv 
Available for hire
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