Return on investment of 2800% for a Ukrainian pet food brand
PRACTIK - a Ukrainian brand of dog and cat food that offers lines of different classes (premium, super-premium, holistic) that provide balanced nutrition for pets. On the market since 2014, constantly growing and scaling.
Our tasks are to set up effective advertising campaigns, increase return on ad spend, conversion value, and average check; continuously attract new customers and reach existing ones.
Point A
Advertising display and sales are stable (except for a few days when we had to stop advertising due to warehouse destruction). We need to increase the engagement of new customers. Brand ROAS consistently shows good results, so we need to focus on and scale non-brand campaigns.
Point B
In two months, we managed to scale the overall return on ad spend by +69%. We increased the quantity and quality of non-brand campaigns, which allowed us to achieve ROAS of 616% and 1154%.
How did we do this?
Within the strategy, we used different types of campaigns: Search, Pmax, Demand, depending on the funnel - TOF, MOF, BOF.
From the existing campaigns, we already had - branded search. Therefore, we launched additional Pmax, Demand (video creatives) campaigns divided according to the lines (Daile, Simple, Fresh).
Additionally, we launched dynamic remarketing with corresponding text ads and creatives.
We used different audiences: by search terms, by interests, website visitors, visitors to specific pages (certain line, purely visitors of dog/cat food).
For dynamic remarketing, we worked with banners with messages like “return to your order,” “your pet is hungry,” “repeat your order.”
The task of the banners is to encourage the audience to complete the purchase or make repeat purchases.
Challenges we faced
Problem 1: The number of purchases was tracked and displayed incorrectly. There was a significant difference in data between the Google Ads account and the client's CRM system.
How we solved this: - reconfigured purchases directly through Google Ads (not through analytics); - consistently cross-check data with the CRM system to avoid the problem or recognize it if it recurs.
Problem 2: Information about new and repeat customers was not transmitted in analytics and the account.
It is important for the client to track the % of new audience engagement since we are working on scaling it. But the account showed the overall picture of purchases without separating the audience.
How we solved this: - wrote code for the CRM system developers to integrate with analytics; - now we use data about new/repeat customers for more effective advertising campaign setup.
Our tasks are to set up effective advertising campaigns, increase return on ad spend, conversion value, and average check; continuously attract new customers and reach existing ones.
Point A
Advertising display and sales are stable (except for a few days when we had to stop advertising due to warehouse destruction). We need to increase the engagement of new customers. Brand ROAS consistently shows good results, so we need to focus on and scale non-brand campaigns.
Point B
In two months, we managed to scale the overall return on ad spend by +69%. We increased the quantity and quality of non-brand campaigns, which allowed us to achieve ROAS of 616% and 1154%.
How did we do this?
Within the strategy, we used different types of campaigns: Search, Pmax, Demand, depending on the funnel - TOF, MOF, BOF.
From the existing campaigns, we already had - branded search. Therefore, we launched additional Pmax, Demand (video creatives) campaigns divided according to the lines (Daile, Simple, Fresh).
Additionally, we launched dynamic remarketing with corresponding text ads and creatives.
We used different audiences: by search terms, by interests, website visitors, visitors to specific pages (certain line, purely visitors of dog/cat food).
For dynamic remarketing, we worked with banners with messages like “return to your order,” “your pet is hungry,” “repeat your order.”
The task of the banners is to encourage the audience to complete the purchase or make repeat purchases.
Challenges we faced
Problem 1: The number of purchases was tracked and displayed incorrectly. There was a significant difference in data between the Google Ads account and the client's CRM system.
How we solved this: - reconfigured purchases directly through Google Ads (not through analytics); - consistently cross-check data with the CRM system to avoid the problem or recognize it if it recurs.
Problem 2: Information about new and repeat customers was not transmitted in analytics and the account.
It is important for the client to track the % of new audience engagement since we are working on scaling it. But the account showed the overall picture of purchases without separating the audience.
How we solved this: - wrote code for the CRM system developers to integrate with analytics; - now we use data about new/repeat customers for more effective advertising campaign setup.
Poltava 
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