Case 1: Grocery delivery service

[bhasan01854]

The client started working this year: he has a new product and a new website. We chose transactions as the conversions to track, and the period is 40-50 days.

Data at the start:

all channels brought in 100–127 transactions per week, of which contextual advertising accounted for 10–15 transactions;

There were very few conversions in the advertising campaigns themselves - 0-2 per month.
First, we relaunched two campaigns with smart banners that were not working well: few transactions, high CPA. We set up payment for conversions in them, the targeting remained the same: in one - on users who were on the site, in the other - on look-alike.

Results after changing the payment model:

in the campaign for those who were on the site, the CPA was 1,000 rubles (instead of 2,700 rubles in the old campaign);
in a similar audience CPA campaign - ebay database 1080 rubles (instead of 6700 rubles).
The number of conversions decreased slightly, but here it was more important to bring the CPA to an acceptable value.

Secondly, we launched a new campaign with dynamic search ads. Since there were no collected statistics, we could not select transactions as conversions. Therefore, we first created a simple goal for the “Buy in one click” form. The campaign took a long time to get going: we launched it at the beginning of the month, and the first transaction appeared only at the end. Then we were able to fully configure the strategy, after which we received four transactions and CPA - 1800 rubles.

Important : At the client's request, we set the CPA in the settings of both campaigns to 30% below the average value for the account.