Case of an e-commerce project Euston Bags in the UK
Content
- General information about the project:
- Project objectives and tasks
- Our strategy
- Our solution
- Comments from our expert
- Project results and future plans
The support of our contextual advertising experts allowed us to increase the company's profitability by almost 3 times. With an overall increase in the number of transactions, their cost and price per click decreased.
General information about the poject:
|
Company Name: «Euston Bags» |
Client’s objective: increasing the number of leads, optimizing advertising campaigns |
|
Theme: E-commerce shop |
Service: contextual advertising |
|
Region: the United Kingdom |
Result of the work: earning ratio ROI increased to 57.5% |
Euston Bags offers its customers practical solutions for packing and carrying luggage. All products, business, travel, school and sports backpacks, sports bags and laptop bags, are presented in a handy catalogue on the online shop's website.
Consumers are attracted by the brand's many positive features. In particular, the rucksacks are made from scratch-resistant and water-resistant fabric. They retain their presentable appearance in all weather conditions. All products have several carrying options, including padded, adjustable straps and sturdy handles. The designs incorporate innovative technology such as USB ports and headphone jacks, so you can recharge your electrical equipment on the move.
The Euston Bags team is based in London and works directly with the manufacturer to ensure products can be delivered within 1-3 days within the UK at affordable prices.
The staff at the online shop ensures that products are tested before they are shipped, and work to improve service and optimize the purchasing and payment processes. Euston Bags is open to customers, responding quickly to queries via the contact page on the website or via chat.
Euston Bags contacted us to optimize their account settings and make the most of their promotional opportunities in Google Ads.
Project objectives and tasks
Today, in order to attract new customers to an online shop, it is necessary to use different channels of communication with users. Contextual advertising is one such way of informing about their activities. With the help of this promotion channel, there are real opportunities to scale your business, bypass your competitors and at the same time carefully control your budget.
The main tasks set before us were aimed at:
- increasing traffic through the advertising channel;
- increasing the number of leads;
- optimizing the work of the feed.
To achieve these goals, a clear promotion plan was developed in the advertising cabinet.
Our strategy
The client asked us to improve the shopping campaigns and set up a stable feed. In this context, we identified two main areas.
Optimization of advertising campaigns
Modern technology allows you to maximize the return on investment in advertising. To do that, you need to have the basic parameters clearly set up in the advertising cabinet and a clear strategy implemented.
We planned specific steps to increase the effectiveness of our client's advertising campaigns. In the long term, this has made it possible to achieve a higher return on investment by:
- targeting the right audience;
- creating personalized content and messages;
- using the right platforms and tools;
- reducing customer acquisition costs (CAC).
Clear tracking of advertising metrics has given us a wealth of material to analyze and adjust our work.
Setting up a stable feed operation
Our client's e-commerce shop was initially promoted using three types of feeds (automatic, with an upload from Shopify, and two manual). As a consequence, there were a lot of duplicates for one item. This was also the reason for a narrow list of products for sale.
At the same time it was important to set up product feeds in a clear way to automate the process of generating ads in Google Ads.
Our Solution
Step 1. Setting up a shopping campaign
After a detailed analysis of the current settings in the advertising cabinet we did the following work:
- built a new strategy for advertising campaigns, focusing on the brand name and best-sellers;
- changed rate assignment strategies;
- made manual adjustments within the campaigns themselves to increase the number of items sold;
- worked to increase the average check.
All of this made it possible to achieve an increase in the number of transactions already at the end of the first month.
Step 2: Fully automate work with the data feed
In order for interested customers to proceed to the online shop, it is important that the detailed information about the product - name, photo, price and so on - be available to them when the ad is displayed. We managed to achieve this by using only automatic feeds for the campaigns, which was one of the main goals of our client. We also managed to expand the assortment of sold items. The statistics showed that all the items were selling evenly.
Comment from our expert
Specifics of setting up Google Ads tools, which we are used to, was very different for the UK market. In order to get decent results, our team had to be particularly careful in compiling lists of minus-words, forming rates and selecting relevant keywords. We had to take into account the specifics of the Western consumer's mentality and privacy rules, relying on context rather than personal data.
With almost the same budget as the client had previously worked with, we managed to double the number of transactions, thus increasing revenue.
Zakharevich Vladislav, Head of PPC
Project results and future plans
If we compare the results for the first month of promotion with the initial ones, we can see a positive trend of 115% increase in the number of transactions and 173% growth in revenue.
Subsequently, there was an 87% increase in transactions, and the conversion value was higher by 95%.
Overall, you can see how the figures have changed over the month from the table.
|
Was |
Became |
|
|
Number of transactions |
62 |
133 |
|
Transaction value, £ |
25 |
19 |
|
CPC, £ |
0.51 |
0.40 |
|
Income, £ |
3300 |
9100 |
|
ROAS |
0,92 |
1.57 |
|
ROI, % |
- 7.18 |
57.5 |
In the long term, we can recommend testing new strategies, expanding feeds and monitoring the performance of advertising campaigns.
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Content
- General information about the project:
- Project objectives and tasks
- Our strategy
- Our solution
- Comments from our expert
- Project results and future plans
The support of our contextual advertising experts allowed us to increase the company's profitability by almost 3 times. With an overall increase in the number of transactions, their cost and price per click decreased.
General information about the poject:
|
Company Name: «Euston Bags» |
Client’s objective: increasing the number of leads, optimizing advertising campaigns |
|
Theme: E-commerce shop |
Service: contextual advertising |
|
Region: the United Kingdom |
Result of the work: earning ratio ROI increased to 57.5% |
Euston Bags offers its customers practical solutions for packing and carrying luggage. All products, business, travel, school and sports backpacks, sports bags and laptop bags, are presented in a handy catalogue on the online shop's website.
Consumers are attracted by the brand's many positive features. In particular, the rucksacks are made from scratch-resistant and water-resistant fabric. They retain their presentable appearance in all weather conditions. All products have several carrying options, including padded, adjustable straps and sturdy handles. The designs incorporate innovative technology such as USB ports and headphone jacks, so you can recharge your electrical equipment on the move.
The Euston Bags team is based in London and works directly with the manufacturer to ensure products can be delivered within 1-3 days within the UK at affordable prices.
The staff at the online shop ensures that products are tested before they are shipped, and work to improve service and optimize the purchasing and payment processes. Euston Bags is open to customers, responding quickly to queries via the contact page on the website or via chat.
Euston Bags contacted us to optimize their account settings and make the most of their promotional opportunities in Google Ads.
Project objectives and tasks
Today, in order to attract new customers to an online shop, it is necessary to use different channels of communication with users. Contextual advertising is one such way of informing about their activities. With the help of this promotion channel, there are real opportunities to scale your business, bypass your competitors and at the same time carefully control your budget.
The main tasks set before us were aimed at:
- increasing traffic through the advertising channel;
- increasing the number of leads;
- optimizing the work of the feed.
To achieve these goals, a clear promotion plan was developed in the advertising cabinet.
Our strategy
The client asked us to improve the shopping campaigns and set up a stable feed. In this context, we identified two main areas.
Optimization of advertising campaigns
Modern technology allows you to maximize the return on investment in advertising. To do that, you need to have the basic parameters clearly set up in the advertising cabinet and a clear strategy implemented.
We planned specific steps to increase the effectiveness of our client's advertising campaigns. In the long term, this has made it possible to achieve a higher return on investment by:
- targeting the right audience;
- creating personalized content and messages;
- using the right platforms and tools;
- reducing customer acquisition costs (CAC).
Clear tracking of advertising metrics has given us a wealth of material to analyze and adjust our work.
Setting up a stable feed operation
Our client's e-commerce shop was initially promoted using three types of feeds (automatic, with an upload from Shopify, and two manual). As a consequence, there were a lot of duplicates for one item. This was also the reason for a narrow list of products for sale.
At the same time it was important to set up product feeds in a clear way to automate the process of generating ads in Google Ads.
Our Solution
Step 1. Setting up a shopping campaign
After a detailed analysis of the current settings in the advertising cabinet we did the following work:
- built a new strategy for advertising campaigns, focusing on the brand name and best-sellers;
- changed rate assignment strategies;
- made manual adjustments within the campaigns themselves to increase the number of items sold;
- worked to increase the average check.
All of this made it possible to achieve an increase in the number of transactions already at the end of the first month.
Step 2: Fully automate work with the data feed
In order for interested customers to proceed to the online shop, it is important that the detailed information about the product - name, photo, price and so on - be available to them when the ad is displayed. We managed to achieve this by using only automatic feeds for the campaigns, which was one of the main goals of our client. We also managed to expand the assortment of sold items. The statistics showed that all the items were selling evenly.
Comment from our expert
Specifics of setting up Google Ads tools, which we are used to, was very different for the UK market. In order to get decent results, our team had to be particularly careful in compiling lists of minus-words, forming rates and selecting relevant keywords. We had to take into account the specifics of the Western consumer's mentality and privacy rules, relying on context rather than personal data.
With almost the same budget as the client had previously worked with, we managed to double the number of transactions, thus increasing revenue.
Zakharevich Vladislav, Head of PPC
Project results and future plans
If we compare the results for the first month of promotion with the initial ones, we can see a positive trend of 115% increase in the number of transactions and 173% growth in revenue.
Subsequently, there was an 87% increase in transactions, and the conversion value was higher by 95%.
Overall, you can see how the figures have changed over the month from the table.
|
Was |
Became |
|
|
Number of transactions |
62 |
133 |
|
Transaction value, £ |
25 |
19 |
|
CPC, £ |
0.51 |
0.40 |
|
Income, £ |
3300 |
9100 |
|
ROAS |
0,92 |
1.57 |
|
ROI, % |
- 7.18 |
57.5 |
In the long term, we can recommend testing new strategies, expanding feeds and monitoring the performance of advertising campaigns.