contextual advertising


Online store of professional hair cosmetics
Mykeratin - the best hair cosmetics from masters for mastersWholesale and retail online store of professional hair cosmetics. They are official distributors on the territory of Ukraine of the brand ECKOZ professional (Bottoplex, Max Blowout) USA, BotoxO2Farm, Spain.
task:Increase sales using an online store, attract the target audience (professional hair restoration specialists), using new traffic sources, including Google
initial data:Previously, the client was engaged in independent promotion on Instagram, too narrow a segment did not allow effective promotion using targeted advertising on Instagram/Facebook
what we did:1. Development of an advertising strategy It is necessary to connect the company to the Google Merchant Center, set up Google Shopping in order to effectively promote products. Set up multi-channel attribution in the analytics system, since linear attribution does not provide retrospective statistics. Conduct a competitive analysis of traffic sources and advertising competitors. The main bet is made on Google Shopping because of the low cost per click and targeted queries. But we weren’t going to miss out on brand queries either, so we set them up too. 2. Working with audiences We immediately identified 5 main groups: -Masters who buy the tool every month -Masters who are looking for compositions by hair type - Brand inquiries without a specific product name -Accessories for craftsmen - Compounds for spill 3. Ad optimization From the very first day, advertising began to bring up to 20 orders daily, a large amount of traffic and high conversion, thanks to which the weaknesses of this approach quickly became visible. People were interested in the specific formulations of a particular brand, not the brand in general. We quickly carried out a new segmentation not only by brand, but also by product type (keratin, botox, nanoplasty), they were the most cost-effective and brought the best results.


630 days
duration of the project
number of sales per period
$ 2
average selling price
$ 50
average revenue per sale

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