Setting up and managing advertising campaigns. Niche - cosmetics

The project started on 01.04.24. I immediately began analyzing the website for compliance with Google Merchant Center requirements, gathered recommendations for corrections for the site, as well as for increasing conversion rates. After that, I proceeded to check the settings of the analytics resources, merchant center, and advertising cabinet. Conversion tracking that was missing was set up: clicks on the phone number, email, social networks, and the correctness of the e-commerce setup was verified. Once I was sure everything was working properly, I began analyzing the advertising cabinet. During the verification of conversion settings, it was found that secondary conversion goals "add to cart" and "begin checkout" were made primary, and their value was passed along with the main conversion "purchase"; these conversions were added to the campaign goals, which negatively affected the effectiveness of the advertising campaigns. Next, I moved on to analyzing active and paused campaigns to identify the most successful ones and further build the structure of the advertising cabinet. After checking with the client, it was agreed to suspend low-performing campaigns and launch new ones to increase sales and revenue.

The goal of the project was to increase sales and overall revenue while maintaining return on investment. The starting budget was 200,000 UAH, with further scaling contingent on positive results.

During the course of the project, general shopping and performance campaigns for all products and separate branded campaigns were additionally launched. As a result, from 01.04.24 to 18.07.24, with an increase in monthly expenses of about 15-20% from the previous budget, it was possible to increase the number of sales by 109 and total revenue by 1,760,000 UAH, while the return on investment increased by 58% compared to the previous period.