ROAS +1200% for the embroidered clothing brand | Google ads

Client - manufacturer of embroidered clothing and accessories
Task - optimize advertising campaigns, ensure a constant flow of customers making purchases through the online store

Point A (what the client came with)
Advertising expenses amounted to: 57.4 thousand UAH.
Value of conversion (purchases): 145.1 thousand UAH
ROAS (return on ad spend): 314.86%

We also faced challenges:
1. incorrect transmission of value in the advertising cabinet, additional settings for e-commerce events on the website are needed
2. new account, which had only one sales campaign, meaning there is insufficient data about buyers for good optimization

Initial steps:
- Analyzed data from analytics, merchant, and advertising cabinet
- Provided detailed recommendations to the developer for implementing enhanced e-commerce and dynamic remarketing
- Set up main conversion tracking events in the advertising cabinet and analytics
- Developed an advertising strategy and agreed on the budget for the month

How we set up the campaigns:
- Performance Max: Broad search for new audiences in Google channels and networks, simplified automation system based on machine learning, maximum efficiency in bid and ad placement optimization aimed at increasing the number or value of conversions and achieving set goals. Also aimed at increasing brand awareness
- Pmax (Men's) - product feed campaign aimed at sales. Additional feed rules sorted only men's shirts for display. Creatives for men's shirts with relevant descriptions and landing page
- Pmax (Women's) - Additional feed rules sorted only women's embroidered clothing (shirts, dresses, etc.) for display. Creatives for women's embroidered clothing with relevant descriptions and landing page
- Pmax local Lviv - local campaign for visiting local stores in Lviv with product feed
- Pmax local Kyiv - local campaign for visiting local stores in Kyiv with product feed
- Search with branded keywords

! This mix allowed us to systematically reach all possible audiences and achieve very effective results !

Point B (latest recorded results)
Advertising expenses amounted to: 46.3 thousand UAH.
Value of conversion (purchases): 578 thousand UAH
ROAS (return on ad spend): 1248%

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