The development of online florist deliveries is one of our specializations. It so happened that we have been working with this niche in Russia and abroad for more than 6 years. The article shows one of the ways of profit growth using Google Ads based on the example of a foreign project.
About the client
Floral expert is an international online flower delivery network. The client contacted us to run ads in Google Ads. Geo – European countries, the target audience speaks English and French.
The goal is to maintain good dynamics and then expand to new regions. At the same time, fit into the main KPI: keep the conversion price up to 20 euros.
We started advertising in September 2020, from 5 European cities, and by the end of the year we had already targeted 50 cities.
Situation and process
By the second quarter of 2021, more than 100 advertising campaigns were running separately for each city. We have been consistently performing KPIs all year.
Basically, the work was limited by the same process: ads were optimized, bids were managed, semantics was expanded.
At the beginning of 2022, together with the client, we decided that it was time to scale up.
We drew up and negotiated a strategy for 4 months. We suggested using new tools, such as CMS testing, launching ads for competitors in Google, launching campaigns in the USA, and FB testing.
Switching to automated strategies
The launch was scheduled for early March. But due to the blocking of payment systems, we did not have time to launch a new strategy on time.
The key hypothesis is that automated strategies should provide an increase in traffic and conversions. We need to increase the budget while staying within the KPI.
“We tried to raise the budget manually, but it was not so effective. The ad campaign is going on, but weakly, it is difficult to spend even 200 euros. However, the algorithm spends without problems, it raises rates automatically and brings traffic.” – says Anastasia Giliazutdinova, the Finepromo paid traffic specialist
In addition, with hundreds of campaigns in the account, manual bids management becomes labor-intensive. If automated strategies work better, then the specialist frees up time for strategic tasks instead of operating ones.
Since mid-March, they began to change the settings on the automated strategy
“Maximum conversions” for 5 campaigns every week.
- Campaigns with a 3-month conversion that cost below 25 euros were prioritized
- Campaigns with a cost above 25 euros came second
They were transferred to automated strategies in iterations of 5 campaigns, and not all at once. The result is supposed to be analyzed and, in case of a failed test, previous settings of the campaign must be restored.
After the first 5 campaigns, we conducted analytics
The consumption increased by 2 times, and so did the number of conversions. The cost of conversion remained at the same level.
We realized that the start was successful, and continued to apply automated strategies.
Result
Compared with 17.03.2021-17.04.2021 and the same period 17.03.2022-17.04.2022, we have increased the budget by 2 times. The number of conversions at the same time increased by 3 times:
Conclusions and recommendations
Regarding automated strategies in Google Ads we can recommend the following:
- Adequately compare the budget and the conversion price, do not wait for a miracle, but make a realistic forecast.
- Use keys that have already been converted, if there are such statistics. It worked in our case, since automated strategies were not launched from scratch, but instead we switched existing ad campaigns into automated ones.
- Do not add manual adjustments, or add at a minimum level– the algorithm must learn. We run it as it is, you may even abstain from separating mobile devices from desktops.
- Use dynamic ads – we trust the algorithm, it will be able to find effective combinations of texts, titles, formats on its own.
