Promoting Products Through Google Ads Advertising

PPC Campaign Management Services

We were contacted by a company that makes custom pillows to order. An NDA was signed with this client, so we'll keep the name of the store hidden.

$32,369

advertising campaign budget

1,975

transactions

24,385

clicks

$1.33

cost per click

$85,634

total income

$16.38

average price per conversion

от $150

average order price

Details

GEO

USA

Target audience

Consumers interested in custom and unique products, people looking for gifts for loved ones, households renovating their interiors

Niche

Online store of custom pillows

In addition to custom-made goods, the company produces original pillows for sale. The company wanted to increase the flow of customers to the online store as well as increase brand awareness. After conducting research and communicating with the client, we took on the project.

The task

Client: an online store for the production of original pillows
Purpose: application or in-store purchase
Traffic: Google Ads
Duration of work: 1 month

Work progress

Analysis and strategy

Before the project began, a series of studies were conducted to identify the target audience and its needs. This included: analysis of consumer behavior in the niche; Identification of key products (original and custom pillows); studying competitors and assessing the client's current market position. Based on the analysis, an advertising strategy was developed that focused on branded queries and the use of Google Merchant Center (GMC) to promote products.

Setting up Google Merchant Center (GMC)

We integrated the client's store with Google Merchant Center. To do this, we created and optimized a data feed that included complete product information: high-quality images of pillows detailed descriptions; prices, availability, ratings, and characteristics that are important to customers. GMC allows you to display product ads in Google search results, where users can see basic product information right in the search.

Setting up advertising campaigns in Google Ad

We have set up two main advertising campaigns: Advertising by branded queries - for those users who are already familiar with the brand or are looking for pillows with specific characteristics. Product ads through GMC - reaching a wide audience interested in custom and original pillows. To optimize the budget and increase the effectiveness of the campaigns, we set up regular monitoring and bid adjustments based on analytics and advertising performance.

Advertising campaign management and optimization

During the advertising campaign, we: 1. Constantly analyzed the results, including click-through rates, conversions, and return to ads. 2) Optimized bids and eliminated ineffective keywords. 3. Expanded the list of negative keywords to exclude irrelevant queries. 4. We implemented remarketing to return interested users who visited the site but did not complete the purchase.

Solutions for the product business

When choosing a promotion strategy, we opted for advertising for branded queries and in Google Merchant Center. This helped to reach a specific target audience that would be ready to place orders for customized portrait pillows and more.

With the help of Google Merchant Center tools, a seller can informatively tell about themselves and their products in Google Shopping and other Google services. Users receive important information about products directly from Google search: image, title, price, seller, rating, etc.

Advantages of advertising on Google Merchant Center:

Increase in the number of potential loyal customers;
Flexible customization – both for individual products and for entire categories;
Visibility and informativeness of ads, as mentioned above;
Reducing the cost of an advertising campaign. The cost per click on such an ad is much lower than on a classic contextual ad.

Here is an example of a GMC feed:

Implementation of product promotion

For companies that are just starting to promote themselves on the Internet, we offer a service of comprehensive niche analysis and preparation for advertising activity. It includes:

– Analysis of the needs and behavior of the target audience;
– Market positioning;
– Communication strategy;
– Evaluation and promotion strategy for each channel;
– Solutions for analyzing the results;
– Selection of platforms for promotion.

Promotion results

Key results

$32,369

advertising campaign budget

1,975

transactions

24,385

clicks

$1.33

cost per click

$85,634

total income

$16.38

average price per conversion

от $150

average order price

Advertising budget for a month: 840,000 UAH / $30,000
Transactions received: 1,975
Total revenue: $85,634.37
Average price per conversion: $16.38
The average price of the order: from $150

Conclusions

In the end, the client was satisfied with the results of the promotion, as they met the task they had set. Given its simplicity, GMC in combination with Google Ads opens up completely new opportunities for creating product ads and displaying them in the list of search engine results. And if you’re not using GMC for any reason, it’s time to fix it.

Our specialists will be happy to assist you in running targeted advertising on a turnkey basis. Leave a request, and our specialist will advise you in detail.

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Promoting Products Through Google Ads Advertising

Details

The task

Work progress

Analysis and strategy

Setting up Google Merchant Center (GMC)

Setting up advertising campaigns in Google Ad

Advertising campaign management and optimization

Solutions for the product business

Implementation of product promotion

Promotion results

Key results

Conclusions

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