At that time, this tool was quite difficult to understand and was strikingly different from Yandex Direct.
We often made mistakes in it and wasted resources.
Then I began to study AdWords thoroughly with the help of Google Academy, trainings and video courses, and using my store as an example, I brought the campaign to a high level of sales.
Once I launched a context for queries like buy an iPhone.
At that time, the 4th model was popular and we actively sold them.
But the price tag per click was insanely expensive.
And small errors in campaign settings drained the budget in just a few minutes.
I then noticed a strong trend between conversions and product availability in the store.
So, as soon as some product georgia phone number library ran out of stock, I lost a lot of context if I didn’t manage to turn off the model in time.
The campaign was put together for us by an SEO studio, and they did a terrible job – it was simply impossible to catch individual phone models.
I had to rebuild the campaign from scratch:
I made a campaign for a separate brand.
For example, the one I sold iPhones for was called Apple iPhone Phones.
Tablets - were in another campaign Apple iPad Tablets.
Samsungs were in the Samsung Galaxy Phones section, and tablets were in the Samsung Galaxy Tab Tablets section.
Each phone model had its own ad group.
I used tags to group similar ads together.
This made it easy to filter and find a model that was running out of stock and I could easily pause that ad group.
As soon as a model was in stock, I would find it in AdWords and include it.
Moreover, in one group I used quite selling semantics, using phrase matches, and minus irrelevant keywords for each campaign and group.
As a result, my CTR in search reached more than 20%, and the conversion rate reached 10%!
How did I achieve this?
As it turned out, it was not difficult at all, and I am ready to share my experience with you.
First, I took into account all the extensions.
In the clarifications I have written down our advantages.
The emphasis was on express delivery and the country of origin of the goods – the USA.
We were pioneers then.
In the quick links I indicated a link to the Guarantee, Return Policy, Our Pick-up Point and Reviews about us – something that should increase trust.
In the texts I indicated the CURRENT price, and the title also contained a CORRECT and clear description of the model of the device being sold.
And yes, I indicated the store (name) everywhere.
As a result, when the client clicked on the page, he saw what he saw in the ad and had already ordered.
