Kedoff.net Case Study:How to Increase Online Sales Using Contextual Ads

The site of a Ukrainian shoe store in business since 1996.

To achieve sales growth from the site. To increase the site's popularity among potential customers and reduce the cost of their involvement.

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Client Goal

The primary task was to increase the amount of qualitative traffic, which should ensure the growth of a number of conversions while at the same time, important to avoid raising the cost of conversion, preferably — to achieve a reduction.

«The primary task was to increase the amount of qualitative traffic, which should ensure the growth of a number of conversions while at the same time, important to avoid raising the cost of conversion, preferably — to achieve a reduction.»The primary task was to increase the amount of qualitative traffic, which should ensure the growth of a number of conversions while at the same time, important to avoid raising the cost of conversion, preferably — to achieve a reduction.

Alexey VasutkinPromodo

Earlier, the Kedoff.net team launched a contextual advertising campaign on their own. After Promodo experts started managing this campaign, they identified and worked out its weaknesses.The main objective of this project was to increase sales, but the original quality of the conducted advertising campaign did not allow them to do this. As a result, it was impossible to accomplish the plan for new sales growth and the project was limited, the plan for new sales growth and the project was limited, which in turn, made the logistics and operational planning of production difficult.

Initial Data

Google AdWordsClassic search campaigns

Google Display Network Dynamic remarketing in GDN

Google AdWordsDynamic search Google campaign

Tools

What We Did

The initial structure of the advertising campaign had complicated the management of the Google AdWords and its scaling. We decided not to proceed with the structure and create a new one. The intuitive and logical structure allowed us to conduct the campaign more efficiently.

1) Changed the structure of the advertising campaign

Since the main purpose of the project was to grow sales from the Kedoff.net website, it was necessary to increase the number of transmissions to the site. This problem was solved by expanding the list of key phrases that were displayed on the ads. 391 keywords were used in the previous campaign for the "Sneakers" category but in our new campaign this volume reached 14 000.

2) Increased the number of search phrases

The number of keywords increased in totalduring the advertising campaign

x18

The statistics on Kedoff.net was misleading due to errors in the Google Analytics set up, which did not allow to evaluate the effectiveness of the advertising campaign. In particular, we found that the site had four different codes of e-commerce tracking. So, the extra data was removed and the web analytics reconfigured which made the performance statistics and effectiveness metrics more accurate.

3) Set up web analytics correctly

During the setting, the client received recommendations aimed to increase the "flexibility" of the content within the site. Also the landing pages were created and adapted to user search queries, e.g. initially pages for shoe brands did not include a filter ‘by category’ installed. After completion, the option to choose the following categories were added to the site:

- women's shoes;- men's shoes;

- children's shoes;- accessories;

- clothes.

4) Improved the website

A specialized advertising landing page for each group of queries was designed. For example, the search query "buy ballerinas" leads to the following page:

At the same time, a query "buy Crocs" now leads a user to this page:

All available extensions in ads were used, namely additional links, phone numbers, addresses, clarifications, and structured descriptions. This increased the informative value and size of advertisements displayed on the key inquiries.

5) Launched more prominent contextual advertising

A dynamic Google search campaign and dynamic remarketing in GDN were employed in addition to a classic search campaign, which helped to “return” visitors to the page of a product they viewed previously. Examples of a dynamic remarketing creative:

6) Used dynamic advertising

The volume of sales The number of the site visitors

The cost per client The sessions The conversions

After two and a half months working on this project, the following results were achieved:

Moreover, the cost of attracting new customers continues to gradually decline, while the sales volume remains almost the same and tends to increase. Comparative indicators of a number of sessions and level of conversions during two months of working with Promodo is provided below.

To create a strategy to popularize the Kedoff.net YouTube-channel.

To integrate AdWords with a DoubleClick system.

To set search remarketing with Google AdWords.

To run classic remarketing in GDN / Yandex Advertising Network.

To launch dynamic search ads in Yandex.Direct.

To launch trade banners in Yandex.Direct.

To start in-line tracking of the new beta features of Google AdWords To start in-line tracking of the new beta features of Google AdWords and Yandex.Direct advertising systems.

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What's Next?

2016

Promodo Awards

Prepared by

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