Eco-Lavka is a chain of health food stores. Google Merchant Center Sales

The effectiveness of Google Merchant Center in the field of food sales

What if I tell you that an online store can get traffic from contextual ads for 0.10 UAH?

And this is not a brand campaign! This campaign will be the leader in the number of conversions and the cost of conversions will be lower than the branded campaign :) Interesting? Read our case story with the Eco-Shop online store!

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Goal

Solution

Google Merchant Center installation

Google Merchant Center is a service that helps millions of users to discover your products. Advertisements show an image of the product, the name of the product, its price, store name, and a link to the product page.

Preparing a file with merchandise rollout

Data feed includes information about the products you want to sell, compiled in a Google-friendly format. In addition to the standard structuring of products (manufacturer, category, cost, etc.), we decided to apply product segmentation according to the following criteria: by price range and by margin range.

Creating ads campaign in Google Ads

We broke product groups into categories, price ranges and margin ranges. For each separate product group, we experimented with bidding and selected the most optimal strategy based on the results: traffic volume, conversion rate.

Optimization of the ads campaign

We did the following steps to optimize the advertising campaign: - cleaning of search phrases; - exclusion of products / product groups with negative ROI; - prioritizing products / product groups with a positive ROI; - continuation of experiments with rates for traffic-generating products and product groups.

Result

UAH 3.07
Conversion cost - adding an item to the cart
0.10 UAH
Average cost per site visit
3,39%
3.39% Conversion rate
I want the same

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