Bebek
Baby products, strollers, toys, pools
About the Client
This wide variety of brands and price segments—from budget toys at UAH 500 to premium Bugaboo strollers at UAH 26,500—requires a clear advertising campaign structure. Each brand has its own audience, average order value (AOV), and conversion rate.
The Challenge
The store had a massive catalog of products from various brands, but the advertising strategy did not reflect this structure. All products were advertised in a single mass without segmentation by brand or price segment. Premium brands like Bugaboo and Cybex competed for budget with budget-friendly toys from Lean Toys, reducing advertising efficiency for both segments.
Key Objective
Guild of Marketing Services
- Google Ads: Brand-Specific PMax
9 campaigns, segmented by brands and categories
Results of the Guild of Marketing team's work
Brand-Specific Campaign Structure
| Campaign | Brands | Clicks | Conversions | CPC |
|---|---|---|---|---|
| Sales-PMax Conversion Brands | Top Brands | 102,622 | 2,338 | 2.2 UAH |
| Sales-PMax Ramiz, KinderKraft, Babymix | Mass Market Segment | 41,322 | 1,312 | 3.2 UAH |
| Sales-PMax Lean Toys, Toyz | Toys | 12,827 | 339 | 3.3 UAH |
| Sales-PMax Bestway | Pools, Jacuzzis | 7,002 | 188 | 4.6 UAH |
| Sales-PMax Britax, Bugaboo, Cybex | Premium Strollers | 8,638 | 149 | 3.8 UAH |
| Sales-PMax XTR, ASIX | Sports Goods | 84,496 | 97 | 1.1 UAH |
| Sales-PMax Doona | Premium | 152 | 3 | 2.5 UAH |
| Sales-PMax Prampol | Strollers | 91 | 2 | 2.6 UAH |
GOM Strategy
Brand Segmentation in PMax
The main innovation is that each brand or group of brands received a separate PMax campaign. This provided three key advantages:
Continuous Optimization
- Monitoring the performance of each brand campaign
- Reallocating budgets between segments
- A/B testing ads and asset groups
- Analyzing search queries and adjusting signals
- Seasonal optimization (summer = Bestway pools, autumn = strollers)
Project Team
- PPC Specialist
- Designer
- Project Manager
Key Decisions
1. Brands as the Basis for Segmentation
Not by product category (strollers, toys), but by brand. Why? Because each brand has its own audience and conversion funnel. A Bugaboo buyer and a Ramiz buyer are different people with different budgets.
2. “Conversion Brands” in One Campaign
Top brands with proven conversion rates are combined into a single campaign with the largest budget (102K clicks, 2,338 conversions). This is the “workhorse” that generates a steady stream of orders.
3. Separate Campaign for Sports Equipment (XTR, ASIX)
84,496 clicks at a CPC of UAH 1.1—the cheapest traffic in the portfolio. However, only 97 conversions (CR 0.1%). A separate campaign allows controlling costs for this low-conversion segment without harming other campaigns.
Technology stack
Analytics tools
ADVERTISING TOOLS
TOOLS FOR ANALYSING WEBSITES AND COMPETITORS
FAQ
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Why PMax instead of Shopping campaigns?
Performance Max replaced Smart Shopping in 2022 and delivers better results for e-commerce with large catalogs. PMax automatically optimizes ad delivery across all Google channels (Search, Shopping, Display, YouTube, Gmail), providing broader reach at the same cost.
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Why so many campaigns for one store?
Each brand represents a distinct audience. A mom searching for a Bugaboo stroller for UAH 40,000 and a mom searching for a Lean Toys toy for UAH 500 have completely different behaviors. Separate campaigns allow Google to find the right audience for each segment.
Our cases
ROMI
conversion cost
conversions per month
