Getting started
Any advertising effort starts with setting goals and objectives, along with getting analytics in order. This case was no exception. Promoting the auto parts online store was split into two stages:
- Preparing analytics and tags.
- Setting up and managing the Google Ads account.
Preparing analytics and tags
First, we set up e-commerce tracking and the sales funnel (cart > checkout page > order placed). We configured audience collection for cart-abandonment remarketing. We also created a calculated metric for ROMI (return on marketing investment) and a campaign report built around that metric.
Setting up and managing Google Ads
As recommended in all of Google’s own guides, the account structure mirrored the product categories, plus we added a competitor campaign, a test campaign with dynamic ads, and a remarketing campaign. We didn’t split by geography, since the company only operates within Ukraine. That said, bids are adjusted at the level of regions, cities, devices, time of day and day of week, as well as for remarketing audiences in search ads. The main KPI is, of course, ROMI, so every metric revolves around it. As usual, we run A/B tests on the ads.
Screenshots
