Ľubica is a Slovak retailer offering a wide range of branded workwear, footwear, and protective equipment. They cater to both B2C and B2B customers and, in addition to their online store, operate one brick-and-mortar shop in Bratislava.

Services
PPC

Team
PPC Specialist – Michal Manduch
PPC Team Leader – Adam Halagan

Najväčšie výzvy

Najväčšia výzva bola práca s obrovským produktovým feedom, ktorý obsahoval viac ako 85-tisíc produktov.

Goals

KEY OBJECTIVES

Year-over-year increase in revenue from paid Google campaigns

Year-over-year decrease in ACoS

The biggest challenge was working with a massive product feed containing more than 85,000 product items.

Results

WHAT WE’VE ACHIEVED

Conversion value

+68.4 %

Number of conversions (orders)

+22.1 %

ACoS

-20.3 %

Ad spend

+34.1 %

How We Achieved This

We focused on the highest-performing campaign type – Performance Max (PMax).

Previously, we ran a single PMax campaign containing all products from the e-shop. We analysed performance data from the past 6 months and segmented products based on their achieved ACoS:

  • ACoS 0% – 7%
  • ACoS 7% – 14%
  • ACoS 14% – 49%
  • ACoS 50% and above

We used Custom_labels to tag products according to their ACoS category and then created separate PMax campaigns for each segment.

We also reviewed historical spend for each product segment, which allowed us to estimate budgets more accurately when setting up the new campaigns. The main goal of this segmentation was to ensure that the top-performing products gained the highest possible impression share. Therefore, products with the lowest ACoS received a larger budget than before.

Additionally, by knowing the historical ACoS for each segment, we could set more precise Target ROAS values.

As part of ongoing optimisation, we adjusted ROAS targets and, over time, reallocated products between segments based on their performance.