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Effectiveness of Google Merchant Center in Selling Food Products
Sales through Google Merchant Center
What if I tell you that an online store can get traffic from contextual advertising at 0.10 UAH?
And it's not a brand campaign! This campaign turned out to be a leader in terms of conversions, and the cost of conversions is significantly lower than that of a brand campaign :) Interested? Read our case with the online store “Eco-Lavka”!
Roman Chernysh
Co-Founder "Power-UP"
PROJECT TASK
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INCREASE the number of conversions on the website through contextual advertising in Google Ads
SOLUTION
1
Connecting Google Merchant Center
Google Merchant Center is a service that lets millions of users learn about your products. The ads display the product image, its name, cost, store name, and a link to the product page.
2
Preparing a Product List File
Data feed — information about the products you want to sell, compiled in a format understandable to Google. In addition to the standard structuring of products (manufacturer, category, cost, etc.), we decided to apply product segmentation based on the following criteria: price range and margin range.
3
Setting Up Advertising in Google Ads
While designing the structure of the advertising campaign, we divided the product groups into categories, price ranges, and margin ranges. For each separate product group, we conducted experiments with bid assignments and selected the most optimal strategy based on results: traffic volume, conversion rate.
4
Optimizing the Advertising Campaign
The optimization of the advertising campaign was conducted as follows: - Cleaning up search phrases; - Excluding products/product groups with negative ROI; - Prioritizing products/product groups with positive ROI; - Continuing experiments with bids for traffic-generating products and product groups.
RESULT
3,07 UAH
Conversion cost — adding a product to the cart
0,10 UAH
Average cost per site visit
3,39%
Conversion rate
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