An online store offering manicure, pedicure, and podiatry products in Ukraine. The store partners with over sixty brands, including DLX, Fresco, Podoestet, SAGA, Shelly, Staleks, and others.
Website: nailmag.com.uasales and profitability growth in a highly competitive environment
Transaction cost: 119.8 UAH
Conversion rate: 3.03%
ROAS: 794%
Overall, after achieving stable metrics since launch in January 2023, the goal in early 2024 was to increase transaction volume and improve ROAS as much as possible without changing the budget.
A quick note: our list of services does not include things like search query analysis, expanding negative keyword lists, monitoring and analyzing current metrics using provided statistics in Google Ads, Google Analytics, and Google Merchant Center, optimizing RMax signals, adjusting daily campaign budgets based on performance, and other regular work. We only include more or less major changes.
In the spring of 2024, we decided to test a popular RMax strategy of dividing products into "Heroes," "Zombies," "Sidekicks," and "Villains." We divided the overall RMax campaign into four.
Our hypothesis is that dividing the budget into «bestsellers» and «undervalued» products will yield
best result.
The testing lasted more than 2 months.
The result was that segmentation fragmented the data, and Google's algorithms did not have enough data to optimize advertising, which worsened the results.
Therefore, after analyzing the results, we came to the conclusion that it was necessary to return to a single, common RMax campaign, which allowed the system to work with the full volume of information.
This summer, we set up enhanced conversion tracking. In short, this feature improves the accuracy of advertising campaign measurement. According to our analysis, this implementation had the biggest impact on improving advertising performance.
At the beginning of 2025, we decided to conduct another test: replacing the feed-only ad group with a group of ads containing ad text and banners. Previously, we had seen that displaying ads only in shopping results was more effective, but it's always important to test different hypotheses on different projects, which is what we did.
After two weeks of testing, we already noticed significantly better results in the object group: CTR increased from 1.6% to 1.8% (+14%); ROAS increased from 12,24% to 17,00% (+39%). Therefore, we left only the new group running.
Next, in the RMak campaign, we divided product categories into different groups of objects, which allowed us to target more specific audience signals to specific categories. This didn't result in as significant an improvement in performance as we expected, but we decided to retain this setting primarily for easier management and data analysis.
We've made other changes since then, such as narrowing our user base by adjusting geotargeting in the DSA campaign and making some changes to account extensions (objects), but we won't dwell on that.
So, at the moment, for 2025, compared to the previous one, we have received the following results:
Of course, we don’t stop there and continue to work on improving the efficiency of our activities.
We not only maintained stable project performance over three years of collaboration, but also found ways to reach new levels of profitability, using the experience of previous setups as a foundation.
Contact us – we will conduct an audit and develop an advertising strategy specifically for your business.
Main works:
As a bonus you will receive:
*The price shown is for agency work and does not include the advertising budget. Web analytics systems are configured within the first month of project development.
Main works:
As a bonus you will receive:
*The price shown is for agency work and does not include the advertising budget. Web analytics systems are configured within the first month of project development.
info@imaris.ua
+38 (097) 478 27 77 