The name of the company is not disclosed under the terms of the NDA
The company is an online store of dental instruments, materials, and equipment in Ukraine.
Objective: to increase sales
Work plan.
Setting up conversion and remarketing audience tracking (Google Ads, Google Analytics), enhanced e-commerce Google Analytics, transfer of dynamic remarketing parameters, end-to-end analytics Roistat, call tracking (Ringostat)
Market and Competitor Analysis
Planning of the account structure
Optimization of Google Merchant Center settings, product feed
Preparation and launch of shopping campaigns
Collecting semantics for search campaigns
Preparation and launch of search campaigns, testing of bidding strategies
Feed optimization for Prom.ua and Hotline.ua
Registration and configuration of Prom.ua and Hotline.ua accounts
Launching campaigns in Prom.ua, and Hotline.ua; optimization of bids
Development of display ads
Preparation and launch of Display, Discovery, and Video campaigns
Further optimization of active campaigns
Implementation.
The peculiarity of the B2B e-commerce market is a large amount of professional semantics that is poorly recognized by Google. Under such conditions, shopping and DSA campaigns collect a large number of irrelevant queries that require constant monitoring and the addition of negative keywords; and collecting semantics for search campaigns requires a serious immersion in the topic and consultations with industry experts. In addition, for some product groups, the frequency of queries is so low that Google Ads does not allow them to be displayed on the search engine. In such cases, Display campaigns with audience and contextual targeting help.
The global goal of the project was to create a kind of "community" of dentists and clinic owners for whom our store would become the main supplier of everything they need for their business. For this reason, in addition to the main performance campaigns, a significant role was played by working with the audience through media campaigns and audience targeting.
The Prom.ua and Hotline.ua platforms do not offer the same opportunities as Google Ads. However, they also remain effective. At the same time, prom.ua is more suitable for B2B goods, while hotline.ua helps with B2C goods, which are also included in the store's assortment in small quantities. Both platforms generated relatively small amounts of traffic and revenue, but their profitability always remained at a satisfactory level.
Google Ads Shopping remains the main source of revenue. Search campaigns, despite lower sales and conversions, had a larger check, making their ROAS higher than shopping campaigns.
Results.
The number of conversions increased by 618.5%. CR increased by more than 2.5 times.