The store for pools and swimming accessories

Initial Situation

The client had utilized all conventional customer acquisition methods: outdoor signage, advertising in local newspapers, and distributing flyers. However, sales didn't reach a level that would cover all expenses and generate profit. Therefore, the client decided to launch an advertising campaign on Google with our help.

New Strategy

• Set up Search and Display campaigns in Google Ads;
• Increase the number of calls and orders through the shopping cart;
• Expand the coverage of impressions for the target audience in priority product categories;
• Work out advertising according to seasonal demand for product categories;
• Bid monitoring and campaign optimization during the support process;
• Preparation of original banners in the brand's style.

Our actions

1. Launching of banners. Initially, the decision was made to focus on display advertising. For all advertised sections, we created original banners in all popular formats.

2. Setting up search advertising. A broad semantic core was collected to maximize the reach of the target audience. For each landing page, including medium- and low-competition sections (e.g., product selections by manufacturers), separate ad groups were created to increase relevance and, as a result, improve conversion.

3. Clear account structure by product groups was created for convenient click cost control and reporting. At the start, negative keywords were manually collected for each product group, and our ready-made libraries were used to reduce the likelihood of showing ads to non-target audiences.

4. Ad management. In the process of management, we expanded the advertising campaign by creating several new banners and adding new product categories. As a result, we were able to optimize the budget by expanding the list of negative keywords and disabling low-performing ad placements. It is worth noting that search has proven to be more effective than banners. However, the latter still work, attracting new audiences.

Results

• 87.37% share of all impressions for the advertised topics in Google search
• $0.05 average cost per click for ads
• 480,000 impressions and 20,000 clicks for key sections in search

Conclusion

Thanks to well-configured Google advertising, we helped the client increase sales and attract new customers, which in turn solved the main problem of covering expenses and started to generate profit.