Google Shopping Case: Scaling and Optimization


5 min


Business: Ukrainian online store «Textile House».

The main direction (product): waterproof mattress covers.


  • scaling and optimizing already running Google Shopping advertising campaigns;
  • to be in the top;
  • spend the budget efficiently;
  • ROAS – 4.5 (min), 6-6.5 (moderate), 7-8 (ideal)

Total budget — 1 000 UAH/day

Results before working with a PPC agency

Results from 05/14/21 to 06/14/2021:

  • cost — UAH 14,123.29;
  • clicks — 7,716;
  • CPC — UAH 1.83;
  • conversions — 113;
  • CPA — UAH 126.32;
  • conversion rate – 0.9;
  • conversion value — UAH 12,702.72.
Results before work with a PPC agency

Company website audit

The dynamic remarketing campaign was set up in the account. This campaign leads to the main page. At the same time, there are no banners on the main page that clearly demonstrate the unique selling proposition or promotional offers.


  1. Add a banner with a unique selling proposition or promotional offers for more visualization and increase the probability of an order.

Search Campaign Audit

The search campaign was set up in the account. Another landing page was used for it — https://sweetjama.com/. It had better performance than other companies in the account:

Search Campaign Audit. Google Shopping Case

The groups included 3 text ads.

Only city names were used as negative keywords.

Google Shopping Case: negative keywords


  1. Expand the list of negative keywords to avoid being listed for irrelevant queries. For example:
Google Shopping Case: Expand the list of negative keywords

2. Add responsive text ads to ad groups. This will increase your keyword Quality Score, increase your CTR, and lower your CPC.

3. Test responsive ads with images in extensions to increase CTR.

4. Set up a search campaign with competitor targeting.

Shopping campaign audit

The Shopping campaigns were set up in the account. Shopping campaigns had low ROAS:

Shopping campaign audit

Micro conversions were counted in the conversion: an order through the shopping cart, a call on the mobile version, a click on the callback button. Accounting for these actions can have a negative impact on automatic strategies, such as targeted ROAS. They are not directly related to making a purchase, from the point of view of Google Ads.

The campaigns use an impressive list of negative keywords, which favorably helps to exclude irrelevant traffic.

In one campaign, automatic bidding was set to Target ROAS. At the same time, the ROAS value itself is low — 52%. With this indicator, advertising does not pay off.

Target ROAS


  1. Don’t count micro conversions as conversions. Count only transactions.
  2. Change the attribution model to more accurately display conversions in Google Ads.
  3. Change your bidding strategy or set a cost effective ROAS for Aquastop Cotton (Shopping).
  4. Test a shopping campaign with a minimum bid.
  5. Select a group of bestsellers in each of the campaigns, for which you can separately launch shopping. For example:
Google Shopping Case: group of bestsellers

6. Test campaigns with automatic strategies and smart shopping when there are enough data on completed purchases in the account.

Audit Google Merchant center settings

Of the entire range of goods, only 77 positions were rejected, which is within the normal range.

Audit Google Merchant center settings

Most rejected due to incorrect GTIN:

Audit Google Merchant center

Items are described qualitatively:

  • detailed titles with keywords;
  • comprehensive description of the goods;
  • current product category in Google;
  • a wide list of attributes (characteristics) for product cards.

Audit Remarketing Campaign Settings

For a remarketing campaign, it is better to work out the unique selling proposition and call to action, making it more “catchy” and less intrusive.


  1. Test different creatives and unique selling propositions. For example:
  • for those who have been and gone, you can add special offers to the site with a call to action;
  • for those who abandoned the cart (remarketing for mattress toppers only).

Results after work with a PPC agency

Results for 01.12.21-31.12.21

  • cost — UAH 45,584.81;
  • impressions — 1,566,615;
  • clicks — 31,541;
  • CPC — 1.44
  • conversions — 287.42
  • CPA — 348.2
  • conversion rate — 3.87
  • conversion value — UAH 218,264.31
Results after work with a PPC agency

Data from Google Analytics:

  • the number of conversions, taking into account the associated, 474;
  • conversion value — 291.548 UAH
  • ROAS — 6.4.
Results after work with a PPC agency

Do you want the same for yourself? Leave a request for an audit and further optimization of your account!

Check out other cases on our blog⤵

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Минимум слов. Максимум дела.

В одном письме в месяц

  • Только важные новости
  • Самые свежие статьи
  • Актуальные вакансии

В версии 3.0.0

  • новые сервисы: Ubersuggest (NeilPatel), Spyfu и другие;
  • автосохранение списка минус-слов в рабочей области;
  • авторизация для хранения данных в аккаунте;
  • списки типовых минус-слов;
  • возможность хранить пользовательские списки минус-слова в расширении для дальнейшего применения в аккаунте;
  • англоязычный и русскоязычный интерфейс.

Основные комбинации

  • LeftMouseClick для добавления слова, повторное нажатие - для удаления
  • LeftALT + LeftMouseClick - для сбора фраз
  • LeftALT + S - для поиска слов

In version 3.0.0

  • new services: Ubersuggest (NeilPatel), Spyfu and others;
  • autosave of a negative keywords list in the workspace;
  • authorization for storing data in the account;
  • generic negative keyword lists;
  • the ability to store custom lists of negative keywords in the extension for further use in your account;
  • English and Russian interface.

Key combinations

  • LeftMouseClick to add a word, press again - to delete
  • LeftALT + LeftMouseClick - to collect phrases
  • LeftALT + S - for words searching

В версии 2.0

  • 2 режима выдачи ключевых слов:
  • быстрая выдача - аналогична выдаче Google Planner, но найденные результаты включают каждое слово из введенной в поиск фразы;
  • полная выдача - расширенная выдача, которая включает поиск по дополнительным релевантным фразам, но найденные результаты также включают каждое слово из введенной в поиск фразы.
  • Обновленный файл выгрузки ключевых слов Excel:
  • выгрузка локаций в удобном формате для загрузки в Editor;
  • обновленный шаблон для создания объявлений.
  • Полный список локаций.
  • Группировка отчетов по проектам.
  • Устранена ошибка с задержкой в 30 секунд.
  • Новые фильтры для получения релевантной выдачи.
  • Копирование минус-слов.

In version 2.0:

  • 2 modes of keywords search result:
  • quick search result - is similar to one of Google Planner , but the results found include every word of the phrase entered in the search;
  • full search result - extended search result that includes search on additional relevant phrases, but the results found also include every word of the phrase entered in the search.
  • Updated Exces Keyword Upload File:
  • uploading of locations in a convenient format for uploading to Editor;
  • updated template for creating ads.
  • Full list of locations.
  • Grouping of reports on the projects.
  • Fixed an error with a delay of 30 seconds.
  • New filters for getting relevant search results.
  • Copying of negative keywords.

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1.Кликов 259, показов 3 515. Чему равен CTR?
2.Заходов на сайт 874, конверсий 16. Чему равен коэффициент конверсии?
3.Что такое СРА?
4.CTR 4,03%, кликов 240. Чему равно число показов объявления?
5.Затрат 20 158, конверсий 63. Чему равна стоимость конверсии?

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