Client:
E-commerce store focused on selling smartphones and accessories
Goal:
Increase return on investment (ROI) and reduce cost per acquisition (CPA) through optimization of PPC campaigns on Google Ads and Facebook Ads.
Problem
The client invested significant funds in PPC advertising but recorded a high cost per click (CPC) and a low conversion rate. The advertising campaigns were not targeted and lacked segmentation of the target audience.
Solution
1. Analysis and audit of PPC campaigns:
- Detailed analysis of the performance of existing campaigns on Google Ads and Facebook Ads.
- Identification of ineffective keywords and low-performing ads.
2. Optimization of Google Ads campaigns:
- Creation of new campaigns using dynamic search ads (DSA) and responsive search ads.
- Implementation of segmentation based on search intent and demographics.
- Exclusion of irrelevant keywords and optimization of the budget.
3. Improvement of Facebook Ads:
- Creation of visually appealing creatives focusing on product benefits.
- Retargeting website visitors and abandoned carts.
- A/B testing of ad variations to determine the most effective format.
4. Setting up conversion goals and tracking:
- Implementation of Google Analytics and Facebook Pixel for accurate conversion tracking.
- Setting up micro-conversions (e.g., added to cart) and macro-conversions (purchases).
5. Ongoing optimization and reporting:
- Regular analysis of results and adjustment of campaigns based on performance.
- Utilization of Power BI for visualizing results and identifying trends.
