Google shopping ads of swimming pool equipment in Kazakhstan
Our client, with whom we have been working for several years, designing swimming pools, baths, saunas, hammams of any complexity for both private individuals and public, has entrusted us with another business – the sale of equipment for existing pools and sauna complexes.
Two websites - feeds and analytics setup
The client has two websites, which we launched in parallel and now, based on the real conversion rate and the number of leads, we adjust budgets between the sites.
The first site is developed on CMS platform SATU.kz, which is an analogue of PROM.ua in Ukraine. This is an excellent CMS and ecosystem of services to create an online shop without the help of developers, in which the products are published on the site satu.kz well ranked in the organic search results of Google and Yandex and allows in a short time on the template create structure of the online shop.
aquashop.asia SATU CMS
The site has a clear structure, but there is a small disadvantage in the context of our client – SATU CMS is designed purely for e-commerce. But as a rule in the niche of pool equipment, people call, get a consultation and then order a service rather than products over the phone.
Therefore, the client decided to make an own website, which would emphasise calls rather than sale online.
aqua-shop.kz custom developed website
For each site we had to go through a separate moderation in Google Shopping. In the case of the SATU CMS site, there was a problem, as SATU technically owns the site.
For this purpose we bought our own domain aquashop.asia, activated it in SATU settings and were able to confirm the right to use it in Google Shopping.
We need to mention that SATU has a built-in function of uploading and updating feeds for Google ads. This saves time and money for its update comparing to own developed website. Therefore, in the case of our second site aqua-shop.kz we asked the developer, showing him the technical requirements from Google for products feed and he helped us to make an item in the site admin panel and set up automatic xml feed update by the link for Google.
Once we had the domains and feeds sorted out, we set up all the conversions on both sites in the funnel:
Home > categories > products > basket > checkout > payment / cash on delivery
However, in parallel to the online shop funnels, we also set up alternative conversion funnels:
Calls, conversions to messengers, emails, contact page views with phone numbers and address of shops
As we said earlier, the client sells specific equipment and products, which are best chosen after consultation with a representative of the company, so calls and contact page views became our main conversions to optimise the ads.
Setting up and launching advertising campaigns
We decided to test all possible formats of advertising campaigns:
Search, Banner, Discovery, Dynamic Ads without keywords and Shopping campaigns of course.
List of types of running campaigns in Google Ads
List of types of launched campaigns in Yandex Direct
Having tested all campaigns for several months, we stopped all campaigns except for shopping campaigns.
Yandex Direct didn’t work for us at all, and in Google there was just a period of transition from smart shopping campaigns, which were becoming a type of Maximum Performance with feed. We migrated campaigns to the new type and decided to focus on them.
With clients subsequently changing the list of advertised products based on margin and stock balances. We split the feed into groups of individual products and run separate campaigns by groups with separate budgets and bids.
Calltracking
An important element of optimising campaigns and allocating budgets was setting up call tracking. We turned to our partners Ringostat, with whom we have been working for years. They helped us with dynamic call tracking on both sites, i.e. swapping numbers and transferring gclid parameters to Google Analytics and from there to Google Ads, as well as setting up conversions for Yandex Metrika.
product feeds setup
funnel and analytics setup
products grouping
43 leads in 1st month
Orders volume on the site was minimal 1-2 per month but calls were a lot 50-150 per month, based on the price per call from the site we optimise campaigns and distribute the budget between sites.
Advertising results aquashop.asia SATU CMS
Advertising results aqua-shop.kz custom developed website
The site on CMS SATU shows itself better in views per contact page but calls from it are less, custom-developed site brings 2-3 times more calls at the same budget, so most of the money we spend on its advertising.
Conclusions
Therefore, if you need to manage the funnel on the site and get leads rather than online orders marketplace CMS is unlikely to fit your needs. It’s better to create a custom-developed corp. site.
If you need to set up shopping ads in google, then contact us 😉 site and advertising from scratch we can launch in 3 months together with you.
