Client
E-shop with electronics focused on the sale of smartphones and accessories
Goal
Increase return on investment (ROI) and reduce cost per conversion (CPA) by optimizing PPC campaigns on Google Ads and Facebook Ads.
The Problem
The client was investing heavily in PPC advertising, but was experiencing high cost per click (CPC) and low conversion rates. The ad campaigns were not targeted optimized and lacked target audience segmentation.
Solution
1. Analysis and audit of PPC campaigns:
Detailed performance analysis 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 (DSAs) and Responsive Search Ads.
Introduce segmentation based on search intent and demographics.
Elimination of irrelevant keywords and budget optimization.
3. Improving Facebook Ads:
Creating visually appealing creatives with a focus on product benefits.
Retargeting site visitors and abandoned carts.
A/B testing variations of ads to determine the most effective format.
4. Setting conversion goals and tracking:
Implementing Google Analytics and Facebook Pixel to accurately track conversions.
Setting up micro-conversions (e.g. added to cart) and macro-conversions (purchases).
5. Continuous optimization and reporting:
Regular analysis of results and adjustment of campaigns based on performance.
Use of Power BI to visualize results and identify trends