GLOBAL-ELECTRO is a leading Ukrainian company that specializes in the sale of electrical products. Its range includes more than 5,000 items of high-tech products, always available in stock. Cooperation with well-known world brands allows GLOBAL-ELECTRO to claim that all products will serve for many years.
The company’s special features include efficiency in work, high level of service and well-established logistics. All this helps ensure that orders are collected on time and the necessary products are delivered to the sites.
As an official distributor of global brands Schneider Electric, VIDEX and Hager, the Ukrainian company provides access to the most modern and innovative technologies. Individual consultations, favorable pricing and attentive attitude to customer needs – all this makes GLOBAL-ELECTRO a reliable partner in the field of electrical engineering.
Objective: to ensure an influx of interested clients from the B2B sphere to the site, to increase the conversion of the online store using contextual advertising.
Our strategy
Launching search advertising in the niche of selling electrical products has its own characteristics. Firstly, it is a diverse audience, which may include private buyers and wholesale customers. Secondly, there is a high level of competition, and accordingly, a high cost per click. And also in this area there is seasonality of demand and bursts of attention to individual groups of goods in different periods of time.
To ensure that search advertising shows good profitability, we have planned to carry out the following work:
- edit existing campaigns taking into account audience segmentation and niche specifics;
- launch PMax campaigns in priority areas;
- work on improving the quality of advertisements.
Progress of work
Analysis of current advertising campaigns and work of the advertising account
At the start of the project, our specialists studied the structure of our client’s advertising account, how audiences were collected, what strategies were used when setting rates, and also analyzed other advertising campaign settings. At this stage, they identified the main problems that led to a decrease in the profitability of search advertising.
The result of this stage was the development of an account development strategy. In particular, it was proposed to correct errors in collecting audience groups, make changes to the account structure, implement all possible types of extensions for advertisements, adjust the list of key queries and negative words. We also planned a test launch of search advertising campaigns and the development of object groups for all Performance Max campaigns.
Improving ad quality parameters
One of the important tasks was to improve the quality of advertisements. To do this, we used as many different extensions for search campaigns as possible. This helped to visually highlight the advertisements against the background of competitors and significantly increase clickability. We suggested adding a company logo, prices, the ability to make a call and other useful extensions.
Also at this stage we edited the technical settings – strategies and goals.
Ad Account Setup and RC Optimization
During the audit, our specialists noted inaccuracies in the account structure as a whole. For example, one campaign featured products from different categories. To eliminate these and other similar problems, we edited the ad structure and corrected errors in audience groups. It was important for our client to attract the attention of specialists: electricians, foremen, designers, as well as non-professionals who are doing repairs in their homes or apartments. Representatives of the B2B sphere who are looking for official suppliers for long-term cooperation or who need competent advice were allocated to separate groups.
Special attention was paid to the list of transforming ideas into key queries. Correctly selected keys help to customize the display of ads for the relevant audience. Among the priority categories, Videx flashlights, Schneider sockets, ZUBR relays and others were highlighted. While working on the project, we tested new settings, added other key queries and excluded irrelevant ones.
Setting up Performance Max campaigns
During the audit, our experts noted that there was an error in the audience sources that occurred due to feed conversion at the Merchant Center level. This parameter was extremely important for the correct operation of Performance Max campaigns, so we tried to fix it first.
Next, we set up a clear pattern when snbd host using ad objects and setting up signals, after which PMax began to show higher profitability.
During the project implementation, we paid much attention to monitoring the results of advertising campaigns. Monitoring the effectiveness of the advertising campaigns allowed us to make the necessary adjustments in a timely manner.
Expert commentary
Even when the project was launched, representatives of GLOBAL-ELECTRO warned us about the pronounced seasonality of demand for electrical products. For example, in the winter of 2022, flashlights, voltage relays and other products sold well in the online store. We were asked to study the trends in demand on the market and adjust the advertising strategy accordingly. We successfully comp usa cfo leted the task. After adjusting the settings in the advertising account, changing the structure of the campaigns, we were able to turn off those that were less effective and redirect the budget to priority categories.
Head of PPC, Vladislav Zacharevich
Results
The specialists from our team clearly planned their work, and in 4 months they managed to increase the number of applications in the basket by 1.3 times, while the cost of conversion decreased by 32%.