Perfume Store
The client came with a specific request to launch contextual advertising to drive traffic to the website from scratch. Previously, the client only had experience with targeted advertising on Meta and decided to expand to other traffic sources.
Before starting work, it was necessary to ensure that there would be no risks of blocking due to the similarity of the products to replica advertising, as copies of real brands are strictly prohibited in Google advertising.
A competitor analysis was conducted, including both advertisements and content on the websites themselves. A usability assessment of the client's website was carried out, based on which recommendations for corrections were created.
After implementing the corrections, the initial setup of Google Ads and Google Merchant Center services began.
After setting up conversions and uploading the product feed, the launch of advertising campaigns finally started. A key factor of complexity was the geography of the launch. The campaigns operated simultaneously in several markets with fundamentally different auction dynamics and user behavior. The main countries included Saudi Arabia, the UAE, South Korea, and Norway. Additionally, advertising activity covered other regions, including Israel, Congo, Senegal, and several test geos. In the Middle Eastern countries, a high CPC was observed with a strong commercial intent from the audience. European markets demonstrated a more stable CR but faced more expensive competition. African regions provided cheaper traffic, which, however, converted significantly weaker. In such conditions, a universal strategy does not work, and optimization requires local adaptation.
An additional complication was the completely new advertising account. The lack of historical data, conversion signals, and trained algorithm behavior led to the expected instability of metrics in the first months of operation. The initial CPA was higher than the target values, which is a typical situation for accounts without accumulated statistics.
As part of the optimization, a systematic restructuring of the advertising structure was carried out. Campaigns were segmented by keyword intent, bidding strategies were adjusted according to local competition and cost per click, and budgets were redistributed between Search and Performance Max. Significant attention was paid to cleaning search queries, working with audience intent, eliminating ineffective segments, and stabilizing the conversion rate.
The main logic of optimization was not to try to radically reduce CPC, which is almost impossible in such niches, but to align the economics through improving conversion, structure, and traffic management. Performance Max was used as a scaling driver, while Search campaigns were optimized for quality control and audience intent.
During the course of several months of work and algorithm training, the advertising system began to show predictable positive dynamics. A stable increase in the number of conversions, growth in CR, and a gradual decrease in cost per conversion were recorded. CPA began to align between different countries, despite differences in auction competition and cost per click.
Before starting work, it was necessary to ensure that there would be no risks of blocking due to the similarity of the products to replica advertising, as copies of real brands are strictly prohibited in Google advertising.
A competitor analysis was conducted, including both advertisements and content on the websites themselves. A usability assessment of the client's website was carried out, based on which recommendations for corrections were created.
After implementing the corrections, the initial setup of Google Ads and Google Merchant Center services began.
After setting up conversions and uploading the product feed, the launch of advertising campaigns finally started. A key factor of complexity was the geography of the launch. The campaigns operated simultaneously in several markets with fundamentally different auction dynamics and user behavior. The main countries included Saudi Arabia, the UAE, South Korea, and Norway. Additionally, advertising activity covered other regions, including Israel, Congo, Senegal, and several test geos. In the Middle Eastern countries, a high CPC was observed with a strong commercial intent from the audience. European markets demonstrated a more stable CR but faced more expensive competition. African regions provided cheaper traffic, which, however, converted significantly weaker. In such conditions, a universal strategy does not work, and optimization requires local adaptation.
An additional complication was the completely new advertising account. The lack of historical data, conversion signals, and trained algorithm behavior led to the expected instability of metrics in the first months of operation. The initial CPA was higher than the target values, which is a typical situation for accounts without accumulated statistics.
As part of the optimization, a systematic restructuring of the advertising structure was carried out. Campaigns were segmented by keyword intent, bidding strategies were adjusted according to local competition and cost per click, and budgets were redistributed between Search and Performance Max. Significant attention was paid to cleaning search queries, working with audience intent, eliminating ineffective segments, and stabilizing the conversion rate.
The main logic of optimization was not to try to radically reduce CPC, which is almost impossible in such niches, but to align the economics through improving conversion, structure, and traffic management. Performance Max was used as a scaling driver, while Search campaigns were optimized for quality control and audience intent.
During the course of several months of work and algorithm training, the advertising system began to show predictable positive dynamics. A stable increase in the number of conversions, growth in CR, and a gradual decrease in cost per conversion were recorded. CPA began to align between different countries, despite differences in auction competition and cost per click.
Dnepr 
Available for hire