Industry
Online store
For a store, demand and conversion meet on the product page. Ads bring the person there; from that point the description, the speed and the checkout decide the outcome. So we treat the store as one chain from query to payment.
Where the result is lost
Four places where a store loses paid traffic
These four are the first things we check in a store audit: each one spends budget before it shows up in the report.
The account grew by accretion
Campaigns were added for whatever came up and stopped adding up to a structure: budget is spread evenly, some products never show at all, and margins play no part in the bidding. Restructuring the account of a HoReCa equipment store produced a 52% ROAS increase on a 1.43% rise in spend.
The feed lives apart from the site
Feed titles do not match how the product is searched for, prices and stock differ from the site, some items are disapproved. Shopping shows the wrong products or none at all, and in the account it looks like «the ads are not working».
Negatives lag behind the catalogue
Product groups differ, but one negative list serves them all. Money goes to queries unrelated to the product, and it shows up only in the end-of-month report — once the budget is already spent.
The path to checkout outlasts patience
The catalogue, the product page and the checkout are the three places where buyers most often leave. Extra steps and heavy scripts consume traffic you have already paid for, and in the report it looks like an advertising problem.
Stages of work in a store
The same four stages, applied by product group
The methodology does not change with the industry — what changes is the unit each phase is measured in.
- 01
Demand
Search and Shopping are built around the catalogue structure and the margins. Product groups with different economics do not share one budget or one bid.
- 02
Site
The catalogue, the product page and the checkout are checked along the buyer's path from an ad: where they leave, what loads slowly, which steps are unnecessary. The bottlenecks come as a list ranked by money.
- 03
Data
Add-to-cart, placed order and payment are counted separately — otherwise optimisation drifts to the cheapest action instead of the money. The funnel is visible end to end, through to revenue.
- 04
Decisions
We put more behind the product groups that revenue confirms and filter out irrelevant queries by each group's own rules: different categories use different criteria.
Cases in this industry
Contact
We will show where your store loses paid traffic
We will look at the account structure, the feed, the product pages and the path to checkout. We will say which of them is the bottleneck right now — and tell you honestly whether raising the budget makes sense before it is fixed.
Or write to us directly