Google Shopping for Ukrainian clothing manufacturer

Cooperation with the customer lasts more than a year. During this time, a number of search campaigns have been set up for priority product categories. For each category of goods on the site, a search campaign was created (3 ads per group + extensions + search remarketing). At the request of the customer, the average position in the search network for each campaign in the account does not fall below 2.

Google Shopping + Remarketing has also been set up for the All Visitors audience.

First step: Preparing to launch the campaign:

• Installed, linked, configured: Google Analytics, Google Ads, Google Tag Manager;
• Created the necessary goals (conversions) for the advertising campaign. Set up base audiences to work with remarketing;
• Analyzed the market, identified major competitors;
• Studied and analyzed the target audience;
• Provided and discussed with the client the main strategy for working with the campaign;
• Created the original account structure.
• Gathered semantics;
• Added basic lists of negative keywords and lists of excluded locations.

Second stage: Search engine optimization.

• decreased the number of keys in ad groups from 15-20 to 3-6, but increased the number of ad groups;
• added custom search ads;
• updated negative keyword lists, including data from previous advertising campaigns;
• increase the number of ads and optimize them on a turnkey basis;
• change bidding strategies to manual tuning and prioritize maximum conversions and maximum clicks;
• protested inquiries in Ukrainian.

We have noticed that many new customers ignore requests in Ukrainian, thus losing many Ukrainian-speaking customers. To avoid this, we create a semantic core in two languages, test the ads in two language versions, and then allocate the budget according to the test results, ie preferring the campaign that turned out to be more effective. So we did in this case. An important point - the highest level of conversion showed queries with detailed geolocation.

Third stage: Google Shopping.

• creating an account in the Merchant Center service - a service where we upload product data for further use in the trading campaign;
• Data feed preparation is a product detail file that meets certain Google requirements.
• create a sales campaign in your Google Ads account.

The effectiveness of advertising campaigns was monitored using a report on the Google Analytics account.