Case
Google
Ads…
Shop-digital.com.ua is a specialized online store for digital equipment, recording systems (voice recorders), body-worn cameras, and portable gadgets.
Niche: eCommerce / Electronics and Electrical Engineering
Project: shop-digital.com.ua
Period: Results for autumn 2020 (peak demand season)
Tool: Google Ads (Search advertising + Google Shopping / Shopping campaigns + Display Network / GDN + Dynamic Search Ads / DSA)
[total 349 leads]
[ Main goals of the project ]Deploy a multi-channel Google Ads structure for maximum reach of the target audience (Search + Shopping + GDN + DSA)
- also:
- Ensure a flow of qualified leads and orders at an optimized cost per acquisition (CPA)
- Test smart strategies with automated bidding (Target CPA / tCPA) on category-level campaigns for voice recorders and body-worn cameras.
[ Results in numbers ]Results in figures (Google Analytics data)
- total advertising budget
- 1770.73$
- Targeted leads/inquiries received
- 349 (66.73% of the total number of goals achieved on the site)
- Average cost per lead (CPl)
- $5.07
[ performance campaign ]For online stores selling digital electronics and specialized gadgets, the most effective approach is a combination of segmented Google Shopping campaigns and Search campaigns utilizing «Target CPA» automated bidding strategies. By optimizing the product feed and strategically allocating the budget between product-focused ads and commercial search queries, the project shop-digital.com.ua was able to consistently generate 349 targeted orders over the autumn period, all while maintaining a low, projected cost per acquisition.
- «Product-based» (Google Shopping) campaign: The primary sales driver, generating 53.87% of all conversions with a budget of 43,063.81 UAH.
- «Voice Recorders – General – Smart Bidding (Target CPA)» search campaign: Accounted for 17.19% of all inquiries with a spend of 12,425.10 UAH, demonstrating the effectiveness of smart automated bidding strategies.
- «Voice Recorders – Commercial» search campaigns: Collectively delivered over 17% of conversions, securing high-intent orders from specific, purchase-oriented search queries.
- GDN Remarketing and DSA (Dynamic Search Ads): Together generated over 7% in additional leads, effectively converting undecided visitors.
- The niche for consumer electronics and portable gadgets—particularly highly specialized product categories such as digital voice recorders and body-worn cameras—is characterized by several specific features:
- Mixed demand (B2C + B2B): Voice recorders and portable cameras are purchased by both private individuals (journalists, students, bloggers) and corporate clients, security firms, and government entities.
- High search competition: Bidding on broad, high-intent category keywords is costly; therefore, it is essential to precisely capture transactional commercial intent (i.e., search queries that include terms like «buy,» «price,» or «specifications»).
- The need for granular segmentation: Different product groups vary in terms of profit margins and demand frequency, which necessitates separate campaign configurations and automated bidding strategies (such as Target CPA).
[ Portfolio ]
# Recent Projects
[ What was done (Strategy and Implementation)]
# what we do
01
Launching and segmenting Shopping campaigns (Google Shopping)
The core of the product promotion strategy was a campaign utilizing a feed with «custom labels.» By employing these specific seller-defined tags, it became possible to isolate the most profitable items and display product listings—complete with images and pricing—directly within Google search results.
02
Search campaigns for narrow categories using automated bidding strategies (Target CPA)
«Voice Recorders» segment: Search campaigns were launched, segmented by user intent—commercial versus general (e.g., «Voice Recorders – General – Target CPA» and «Voice Recorders – Commercial – Target CPA»).
Utilizing Target CPA bidding strategies enabled Google’s algorithms to focus exclusively on high-intent, transactional traffic.
«Body-Worn Cameras» segment: A dedicated campaign was created for this specific category of professional portable cameras.
Language targeting: Separate campaigns were launched for Ukrainian and Russian (e.g., «Voice Recorders – Search – Ukrainian»).
03
Remarketing and Dynamic Search Ads (DSA)
GDN (Google Display Network): A remarketing campaign was launched—using product-tagged creatives—to re-engage users by displaying banners featuring items they had previously viewed, thereby guiding them back to their shopping carts.
DSA (Dynamic Search Ads): A dynamic search ad campaign was implemented to capture long-tail product-related search queries that were not covered by the primary keyword set.
.
Want a similar result for your business?
If you want to stop wasting your advertising budget and strive to get a stable flow of customers with a high return on investment, contact us for a consultation and audit of your account!
[write us for leads]