Details
Project: Vasha Pasika
Website: Beekeeping Store: Online Shop for Beekeepers in Ukraine
Industry: Beekeeping products
Region: Ukraine
Promotion Period: March 2024 – present time
Platforms: Google Ads
Initial Client Request: The company approached us seeking to restore sales after an unsuccessful promotion attempt with another advertising agency.
Solution: To meet the objectives, we implemented Google Ads channel optimization.
Goals:
✅ Restore sales via paid traffic
✅ Ensure growth in critical performance metrics
✅ Increase overall sales volume.
Tasks:
✅ Set up goals in Google Analytics
✅ Verify correct linkage between Google Ads and Google Analytics accounts
✅ Create a list of keywords, match types and bids
✅ Compile a list of negative keywords
✅ Create the account structure
✅ Set up Google Search campaigns
✅ Set up Google Ads Shopping campaigns
Implementation:
✅ Around 1,500 keywords were processed, those that that did not deliver sufficient performance were paused.
✅ Over 5,000 search queries were analyzed, we also added irrelevant terms to negative keyword lists.
✅ New responsive search ads created.
✅ Maximum available ad extensions added.
✅ A unique bidding strategy was selected for each campaign based on the results of strategy testing.
Більше
Results:
The company has over 100 product categories, highly diverse and valuable for anyone searching for beekeeping supplies.
We created individual campaigns for each prioritized category and segmented them by geo-targeting (Kyiv vs. rest of Ukraine excluding Kyiv). Why? Because cost-per-click (CPC) in certain regions can vary by 2 to 3 times. Also, the company is physically located in Lviv, meaning their primary offline audience is nearby and can visit the office or pick up orders in person.
Each service received a unique selling proposition (USP), clearly highlighted in the ads.
Only the keywords that led to conversions were kept active, while effective search queries were added to expand targeting.
Listed below are optimization results that were also affected by multiple tests and experiments during 2 months:
✅ +66.85% increase in ad impressions
✅ +39% increase in ad clicks
✅ +104% increase in website orders
✅ +184% profit in website revenue
✅ ROAS (Return on Ad Spend): 74%
Conclusion:
Combination of search and shopping campaigns, detailed audience segmentation and thorough keyword analysis helped achieve maximum effectiveness. Deep understanding of the beekeeping market and the client’s product line made it possible to craft highly relevant ads and select the most effective keywords.
Ongoing performance analysis and testing proved to be a solid strategy for consistent improvement of ad campaign effectiveness.
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