Sale of elite lingerie and clothing | Google Ads
Contextual Advertising
Chantal Store is an online store of elite lingerie, sleepwear and leisure clothing, as well as swimsuits and beach shorts from leading international brands such as Chantal Thomass, Aubade, Marlies Dekkers, Chantelle, Passionata, Femilet, DKNY, Dim, Wonderbra, Oscalito, Marjolaine, SNI, Shock Absorber. Advertising campaigns were conducted in Ukraine using the Google Ads platform.
Tasks
Increase the number of leads and orders.
Optimize cost per lead (CPL) and cost per order (CPO).
Test hypotheses regarding the effectiveness of campaigns and ads (A/B testing).
Expand the reach of the target audience.
Therefore, the advertising campaign was set up for 201 most suitable and frequent key phrases, namely:
What was done
Campaign types: Launched search campaigns (general and brand queries for RU and UA regions), display campaigns (general and brand, including Chantal Thomass, Aubade, DIM, DKNY, Omero, Passionata, Chantelle) and remarketing.
Segmentation: Developed campaigns segmented by query type (General, Brand) and geography (Ukraine). Separate display campaigns were created for specific brands.
Keyword setup: Parsed 8,432 queries using Keyword Tool and selected 201 most relevant and frequent key phrases. A broad list of negative keywords was formed.
Optimization of bids and ads: Conducted precise bid adjustments, reallocated daily budget among campaigns. Ineffective platforms in display were excluded. Implemented A/B testing of the "max conversions" strategy and new images for display/remarketing. Adjusted bids based on demographic indicators (age 25-34: +5%, 35-44: +5%, women: +5%). Added structured descriptions and information about new collections/promotions.
Tasks
Increase the number of leads and orders.
Optimize cost per lead (CPL) and cost per order (CPO).
Test hypotheses regarding the effectiveness of campaigns and ads (A/B testing).
Expand the reach of the target audience.
Therefore, the advertising campaign was set up for 201 most suitable and frequent key phrases, namely:
What was done
Campaign types: Launched search campaigns (general and brand queries for RU and UA regions), display campaigns (general and brand, including Chantal Thomass, Aubade, DIM, DKNY, Omero, Passionata, Chantelle) and remarketing.
Segmentation: Developed campaigns segmented by query type (General, Brand) and geography (Ukraine). Separate display campaigns were created for specific brands.
Keyword setup: Parsed 8,432 queries using Keyword Tool and selected 201 most relevant and frequent key phrases. A broad list of negative keywords was formed.
Optimization of bids and ads: Conducted precise bid adjustments, reallocated daily budget among campaigns. Ineffective platforms in display were excluded. Implemented A/B testing of the "max conversions" strategy and new images for display/remarketing. Adjusted bids based on demographic indicators (age 25-34: +5%, 35-44: +5%, women: +5%). Added structured descriptions and information about new collections/promotions.