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Google Ads for the home textiles manufacturer “TEP”

Specifications
Textile Industry
Update the advertising: expand the semantic targeting, launch wholesale in Google Ads and boost retail through targeted ads.
Result
  • Target leads: expected 280, received 742
  • Cost per lead: expected $4–6, received $1.27
Google Ads for the home textiles manufacturer “TEP”
Google Ads for the home textiles manufacturer “TEP”

About the Project

The company is a leading player in the Ukrainian textile industry, renowned for the quality of its products across the CIS countries. Since its founding in 1996, it has firmly established itself in the home textiles market. The company has its own production facilities and several distinct brands. It offers products across various price ranges, releases unique items, adds new products to its collection annually and holds the largest assortment in Ukraine.

Point А

Before we started, Google Ads campaigns for retail were already set up but they contained numerous errors. Additionally, targeted advertising campaigns had mistakes and lacked a systematic testing period.

Objectives

Renew advertising campaigns with development and expansion of semantic core, launch the wholesale segment in Google Ads and also boost retail sales through targeted advertising.

Project Work

Contextual Advertising

  • We set up search ads targeting wholesale for the following products: pillows, blankets, bed linen, etc.
  • We configure remarketing – bringing back visitors who did not complete a desired action and left the website.
  • We launch Display Network campaigns using relevant keywords. Different audiences are also selected and tested.

Targeted advertising

  • We set up traffic to the existing page.
  • We configure and test lead form.
  • We create a questionnaire and test it.
  • We drive traffic to Instagram using advertisement creatives with images from categories most popular among customers.
  • We set up ads directly for messages in Instagram Direct.

Strategy

Google B2B (Hypothesis)

  1. Launch search ads targeting wholesale/dropshipping queries.
  2. Simultaneously test the Display Network (GDN) with interests such as: competitor audiences / custom intent audiences / keyword-based targeting.
  3. Use GDN in Gmail with audiences like: custom intent audiences / keywords.

Targeted advertising B2B (Hypothesis)

  1. To generate leads, use Lead Forms (these are built-in features of Facebook and Instagram).
  2. Use a quiz questionnaire.

Google B2C (Hypothesis)

  1. Launch search ads with general and branded queries.
  2. Launch product ads.
  3. Launch remarketing.

ТаргеRun targeted ads for B2C (Hypothesis)

  1. Use the following strategies to generate leads:
  • Website traffic;
  • Instagram traffic;
  • Messages in Instagram Direct;
  • Website conversions.

Result

  • Google B2B – After the first week of advertising we retained campaigns that delivered best results at the lowest cost.
  • Targeted advertising B2B – After the first week, based on statistics and feedback, it was clear that the hypothesis worked in both cases so we continued working in both directions.
  • Google B2C – After the first week, it was clear which campaigns performed best: product ads and branded search ads. It was decided to keep these along with remarketing.

Conclusions

The task was to extensively test lead generation for retail. Afterward, we began developing the wholesale direction. The target KPI was set at 280 leads and in the end we achieved 742 leads per month.

Table of Contents

Кейси

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Maxim
Maxim

Will determine the best individual option for promoting your business.

380 + consultations
Eleonora
Eleonora

Will listen to your request, structure the information, and forward it to specialists.

240 + consultations