Cake Republic - family-run pastry shop

Reduced the cost of obtaining leads by 50%

Marketing budget: 400$
Conversions: 447
Conversion cost: 103.7 UAH
Terms: 12 months
Region: Kyiv
Year: 2021

01About the client

Cake Republic works in Kyiv and delights all residents with their sweets. They bake cakes for weddings, birthdays and corporate parties. For those interested in adult cakes, they will also have something to offer

02Goals and objectives

Optimize advertising through proper setup, reduce lead cost, and increase overall site traffic

Result

— Site visits
— Average cost per transfer (UAH)
— Average customer check (UAH)

ROAS (return on advertising investment)

UAH

Cost of one application

UAH

Number of leads received

Number of successfully closed clients

For this project, we achieved the set goals of reducing the cost of a lead and increasing traffic to the site. Before working with us, the cost of a lead was 212 UAH, after our cooperation - 104 UAH). However, the number of successfully closed applications was small. According to the client, in order to cover all costs (not only marketing but also production), it was necessary to make 50 orders per day, taking into account the average client check. Therefore, since the client did not want to change the site according to the recommendations, and we could not influence the rate of closing clients, we decided to terminate our cooperation.

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Prehistory

The client contacted us a month after he tried to launch an advertising campaign himself. After analyzing his launch, we immediately identified a number of major errors. These include: keywords in Ukrainian and Russian were within the same group, keyword clustering by category was not carried out, keywords competed with each other within Kyiv and Brovary, conversions on the site were not configured, the advertising strategy was focused on maximum conversions.. and there were a number of other errors in the technical settings of the office

Results of the AC before starting work with us

Before the start of cooperation (key figures).

Before the start of cooperation (conversion).

Problems encountered

Since the advertising was launched without collecting the CPA, we first started working with it. In parallel with the collection, we conducted an analysis of competitors for advertisements and the site. We will tell you about the process of this below. In addition, during our work, we encountered a number of problems that also concerned the site. Therefore, we immediately offered to solve them and helped in solving them What was done to solve all the problems:

Analytics connected and configured
Expanding site categories according to collected SC
Implementing a mini calculator to calculate the cost of the torus. This was necessary in order to understand which keywords brought purchases through the site and for what amounts
Carrying out work to optimize the site for better loading speed
Connecting Hotjar to analyze visitor behavior and find problem areas of the site.
Setting up Data Studio for convenient viewing of marketing results from various traffic channels (not only from Google advertising, but also social networks and organic traffic)

The results of the AC after our work.

The first month of cooperation

The second month of work – after all technical settings and changes to the site have been made

Decision

First of all, we analyzed the sites and advertisements of competitors, after which we collected the semantic core, configured the site according to the SJ and configured the RC itself using Google ADS Editor.

Competitor analysis

We analyzed 5 competitors who sell custom cakes in Kyiv. In general, after the analysis, we realized that it would be difficult to compete, since their sites were more user-friendly, and the client could not allocate a budget for the site redesign. However, we still got down to work to try to improve the results.

Collection and clustering of SC

The software Key Collector helped us with the collection of the semantic core. We collected key queries in two languages, since the site was multilingual. This made it possible to show more relevant ads according to users' search phrases.

About 5,000 key queries were collected. After clustering the SJ, about 1,500 phrases were left for displaying our advertisements. Based on the reviewed key queries, we immediately formed groups with negative keywords.

After that, we wrote a TOR for the copywriter regarding writing advertisements and moved on to the next stage of work

Result of the collection of SC

Clustered SC

List of keywords in the advertising cabinet

Number of negative keywords and negative phrases collected

Site preparation

The next step in our work was to implement changes to the site and make technical adjustments to connect services on it.

In almost every advertisement I tried to indicate the price per kg of cake. First of all, this was necessary in order to weed out to some extent users looking for cheap cakes. In addition, each advertisement emphasized that the cakes are made exclusively from natural ingredients and was divided into categories of requests.

For each group of keywords, 1-2 advertisements were written to rotate between them and determine which one was more effective

Number of advertisements that were written

Technical setup

When everything was ready on the technical side of the site, we started the technical setup in the advertising office. In general, we did the following:

We set up the RK according to the cake categories and GEO queries (Kyiv/Brovary);
according to the collected SY, we created over 500 groups with the necessary keywords and advertisements;
We worked with the list of negative keywords based on the AC and individual ad groups;
We made settings to display the necessary extensions.
We immediately optimized at the device, audience and ad display time levels.

Some keywords for which ads were displayed

In addition to the above-mentioned contextual advertising, we also launched media and local LCDs as a test or for certain holidays. Our designers created advertising creatives for them. What they looked like is shown below.

Advertising creatives for media AC

Data Studio

Our team set up Data Studio for the client. We pulled all the conversion data from different traffic sources. This allowed the client to understand which marketing channel was delivering the best results.

Dashboard view for the client

AC optimization

In total, we worked with the advertising office on this project for 4 months. During this time, by properly optimizing advertising campaigns, we were able to reduce the cost of conversion by 50% and improve its effectiveness.

Optimization result

05 Technologies and tools

06 Client about the project

Many thanks to the team, they set up advertising, gave good recommendations. Many orders came from the current site, but experts say that better results can be achieved by improving the site. I think we will soon make adjustments and get more leads, I fully trust and recommend the performers.

Nataliia Romanchuk

Founder

07 Project team

Project management

Vitalii Maziar

Marketing

Design

Development

Content

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