This project appeared after an audit during which the ineffective work of each campaign and the accounting in general was found.
The tasks were set, to determine which indicators are not effective for the business, to determine the point of profitability, to build a strategy of traffic involvement, and to determine which indicators can be obtained.
Since I have experience in this type of business, I understood what actions would result.
Decision
After receiving output data from the business, it was established that the point of loss (when the business has no profits and losses) is equal to ROAS - 4.
The first step is the filtering of the goods action, the distribution of the structure of the Shopping companies with the setting of priorities and the work with the minus phrases to minimize competition between the companies.
New data feeds were created for which the Performance Max campaign was created.
After the first 2 weeks it managed to get the ROAS index - 10 times higher than the initial index.
The tasks were set, to determine which indicators are not effective for the business, to determine the point of profitability, to build a strategy of traffic involvement, and to determine which indicators can be obtained.
Since I have experience in this type of business, I understood what actions would result.
Decision
After receiving output data from the business, it was established that the point of loss (when the business has no profits and losses) is equal to ROAS - 4.
The first step is the filtering of the goods action, the distribution of the structure of the Shopping companies with the setting of priorities and the work with the minus phrases to minimize competition between the companies.
New data feeds were created for which the Performance Max campaign was created.
After the first 2 weeks it managed to get the ROAS index - 10 times higher than the initial index.