Prom.ua: growth of orders by 450% through Google Shopping and ProSale

Client:
A large dealer of automotive goods (car electronics, lighting, tuning accessories) that sells products through the Prom.ua marketplace.

Task:
To establish a stable flow of orders from Google Shopping and maximize the internal traffic of Prom.ua. The main goal is to increase the number of daily orders by 4.5 times while ensuring a ROAS of 600%.

Challenge:
Extremely high competition in the automotive goods niche, where the buyer focuses on the lowest price and availability. The main task was to win the battle for visibility against major market players (Rozetka, Epicentr) and other marketplace sellers.

Solution:
- Synchronization and automation of the feed: Set up automatic XML feed uploads, allowing prices and stock to be updated in Google Merchant Center every 4 hours.

- SEO optimization of titles for low-frequency queries: Rewrote product titles in the Prom.ua cabinet using the formula: "Type + Brand + Car Model + Feature." This increased the number of impressions in Google Shopping by 65%.

- Synergy of Google Ads and ProSale: Used Google Shopping to attract external traffic, while internal ProSale advertising was used to "push" buyers within the marketplace. Optimized budgets by reallocating funds to the most profitable channels for each category.

- Use of Custom Labels: Implemented special labels in the feed to highlight products with free shipping and Prom payment. This allowed Google's algorithms to display these positions more frequently in top search results.

- Increasing trust (Trust Signals): Helped the client obtain the status of "Certified Prom Seller" and emphasized Prom payment, which significantly increased the CTR of ads and the conversion rate.

Results (over 3 months):
- Sales scaling: The number of transactions increased by 452%.
- High profitability: The average ROAS stabilized at 710%.
- Cost optimization: The cost of acquiring an order (CPA) decreased by 24% due to precise ad relevance.
- Growth of internal metrics: Sales volume through ProSale increased by 30%, and the rating of positive reviews rose by 12%.

Conclusion:
Success on Prom.ua is ensured by deep technical work with the product feed and the ability to combine external Google tools with the internal algorithms of the marketplace. A clear SEO structure of titles became the foundation for exponential sales growth.