Some details
Citrus.ua is one of the top online retailers of gadgets and accessories in Ukraine, with categories ranging from electronics to sporting equipment.
Together with their digital marketing agency Netpeak, Citrus.ua set out to decrease the cost of conversion by optimizing search campaigns while getting more transactions on their website without increasing budgets.
Rundown Goals:
- Reduce cost per
- Maintain conversion levels.
Rundown Approach:
- Adopted data-driven attribution in AdWords
- Implemented Smart Bidding,
- Used AdWords Drafts and Experiments to conduct testing.
Rundown Results:
- For test campaigns, overall cost decreased by 45%,
- Cost per click decreased by 23%,
- Conversion volume grew by 5%,
- Conversion cost decreased by 48%,
- Conversion rate increased by 32%.
To take their efforts further however, Citrus.ua and Netpeak opted to experiment with automatic bidding strategies based on the new attribution model. To achieve cost per acquisition goals, they chose to trial the Smart Bidding strategy Target CPA (tCPA). Using Drafts and Experiments functionality in Google AdWords allowed them to test the statistical significance of the impact.
