To lower the CPA (it should be less than 10% of an average check) and to drive more traffic at the same time.
We decided to launch sales campaigns and to gradually refuse from using search campaigns (except brand one).
Why did we consider sales campaigns more important?
The conclusion. Sales ads are very informative and allow you to attract a more specific audience to your website, increasing the transaction coefficient, and lowering the CPC. As a result, the cost of transactions decreases.
We divide all work related to the sales campaign launch into two stages.
The first stage is focused on the technical part of the process: we create and set up a Google Merchant Center account. This includes:
The second stage is all about working with Google Ads account:
After a month of launching standard sales campaigns, we got the CPA 23% lower than in search campaigns: 43 UAH. At the same time, sales campaigns, along with product search query requests, drove users to a website even by general search requests, which we couldn’t afford when we used search campaigns.
In 6 months of work, the CPA lowered to 27 UAH. After we launched smart sales campaigns in December 2018, it reduced to 18 UAH (image 3).
If we compare two tools — smart sales and search campaigns, we’ll see the following results for the same budget:
CPA in August 2019 was 11 UAH, which is 5,5% of an average check. We reached our goal. Now our main task is to maintain that result while the project grows and develops.
Sales campaigns help you get: