PPC | Building materials | Ukraine – X7 Return on Investment
Achieved results:
1. Sales growth
Sales increased by 110% over six months of the campaign.
Expenses: The total amount spent on the campaign was 182,764 UAH over six months of cooperation. On average, the client spent about 30,000 UAH per month (sometimes more or less, depending on the tasks set).
Revenue: By the end of the cooperation, the project began generating a monthly income of 216,332 UAH, significantly exceeding initial figures (over 1.2 million UAH in total by the end of the campaign).
2. Cost optimization
- CPA: Reduced customer acquisition cost by 22%.
- Before the campaign: CPA was 68 UAH.
- By the end of June: CPA decreased to 53 UAH.
3. CTR growth
- Optimized the most effective ads, which allowed for a 28% increase in CTR.
Before: CTR was 18%.
After six months: CTR rose to 25%.
4. Reach and recognition
The campaigns reached over 1 million users in six months.
Brand recognition increased among the audience interested in building materials. A new audience was also attracted, which had not previously engaged with the client's website.
What were the project goals?
1. Increase sales volume by attracting new and returning old target audiences.
2. Reduce CPA while maintaining traffic quality.
3. Strengthen brand positioning through reaching professional audiences and owners of construction businesses, online/offline stores.
More about the project
The client – the owner of an online store for building materials in Ukraine – approached with a request to address the issues of high customer acquisition costs and to enhance overall recognition and visibility of the website on Google.
After a detailed analysis of competitors and strategy development, it was decided that contextual advertising would be the best tool to address the set tasks.
- Niche: Building materials
- GEO: Ukraine
- Cooperation period: January 2024 – June 2024 (6 months)
What was done during the cooperation?
1. Detailed audience and seasonality analysis
- The audience was segmented by buyer types: professionals (builders, contractors) and private clients.
- Using Google Analytics, popular products were analyzed by seasons, allowing for the identification of demand peaks (e.g., insulation in winter, building mixtures in summer).
- Competitive analysis helped find undervalued niches, such as unique offers for wholesale clients.
2. Creation and setup of multi-format campaigns
- Search campaigns were developed for high-margin products.
- Google Shopping was set up to promote popular categories such as cement, building mixtures, and insulation. All campaigns considered seasonality.
3. Hypothesis testing and ad optimization
- A/B testing was conducted: three types of ad texts and two graphic creative options were tested.
- Visual elements emphasized promotions and discounts, which allowed for a 28% increase in CTR.
4. Development of a remarketing strategy
- Targeted campaigns were set up for users who added products to their cart but did not complete the purchase.
- Trigger offers were used: free shipping or a discount on orders over a certain amount.
As a result, customer return increased by 12%, and the average check rose by 15%.
5. Flexible budget optimization and bid structure
- A priority budget was implemented for categories with high margin potential.
- Irrelevant queries were excluded by adding negative keywords, which helped reduce CPA.
1. Sales growth
Sales increased by 110% over six months of the campaign.
Expenses: The total amount spent on the campaign was 182,764 UAH over six months of cooperation. On average, the client spent about 30,000 UAH per month (sometimes more or less, depending on the tasks set).
Revenue: By the end of the cooperation, the project began generating a monthly income of 216,332 UAH, significantly exceeding initial figures (over 1.2 million UAH in total by the end of the campaign).
2. Cost optimization
- CPA: Reduced customer acquisition cost by 22%.
- Before the campaign: CPA was 68 UAH.
- By the end of June: CPA decreased to 53 UAH.
3. CTR growth
- Optimized the most effective ads, which allowed for a 28% increase in CTR.
Before: CTR was 18%.
After six months: CTR rose to 25%.
4. Reach and recognition
The campaigns reached over 1 million users in six months.
Brand recognition increased among the audience interested in building materials. A new audience was also attracted, which had not previously engaged with the client's website.
What were the project goals?
1. Increase sales volume by attracting new and returning old target audiences.
2. Reduce CPA while maintaining traffic quality.
3. Strengthen brand positioning through reaching professional audiences and owners of construction businesses, online/offline stores.
More about the project
The client – the owner of an online store for building materials in Ukraine – approached with a request to address the issues of high customer acquisition costs and to enhance overall recognition and visibility of the website on Google.
After a detailed analysis of competitors and strategy development, it was decided that contextual advertising would be the best tool to address the set tasks.
- Niche: Building materials
- GEO: Ukraine
- Cooperation period: January 2024 – June 2024 (6 months)
What was done during the cooperation?
1. Detailed audience and seasonality analysis
- The audience was segmented by buyer types: professionals (builders, contractors) and private clients.
- Using Google Analytics, popular products were analyzed by seasons, allowing for the identification of demand peaks (e.g., insulation in winter, building mixtures in summer).
- Competitive analysis helped find undervalued niches, such as unique offers for wholesale clients.
2. Creation and setup of multi-format campaigns
- Search campaigns were developed for high-margin products.
- Google Shopping was set up to promote popular categories such as cement, building mixtures, and insulation. All campaigns considered seasonality.
3. Hypothesis testing and ad optimization
- A/B testing was conducted: three types of ad texts and two graphic creative options were tested.
- Visual elements emphasized promotions and discounts, which allowed for a 28% increase in CTR.
4. Development of a remarketing strategy
- Targeted campaigns were set up for users who added products to their cart but did not complete the purchase.
- Trigger offers were used: free shipping or a discount on orders over a certain amount.
As a result, customer return increased by 12%, and the average check rose by 15%.
5. Flexible budget optimization and bid structure
- A priority budget was implemented for categories with high margin potential.
- Irrelevant queries were excluded by adding negative keywords, which helped reduce CPA.
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