Case study: Bezopice.sk
About client
The client sells a nutritional supplement called Myrkl, which helps prevent the consequences of excessive alcohol consumption – the so-called hangover. The product is sold through the e-shop www.bezopice.sk.
Assignment
In April 2024, Monika Ševčíková, co-owner of the e-shop bezopice.sk, contacted me with a request to set up Google Ads ads for their new e-shop. The client had previously tried to launch campaigns on their own, but encountered various technical problems and none of the campaigns worked properly.
Analysis
After gaining access to the Google Ads account, I started with a detailed analysis. The client had an active “Smart campaign”, which is the default campaign type that Google offers when creating an account. However, in my experience, these campaigns usually do not lead to the desired results – which was confirmed by this case. Therefore, I recommended that the client deactivate this campaign.
Furthermore, there were campaigns in the account with the “Maximize Conversions” bidding strategy, but without active conversion tracking. The campaigns therefore had no data on the basis of which they could be optimized – and therefore did not run at all.
In search campaigns, the problem was mainly in:
Insufficient search for the selected keywords
Poor campaign structure (all keywords were in one ad group)
Low keyword quality score, which increased the cost per click.
I recommended that the client create separate ad groups for thematically related keywords, with customized ad texts that directly contain these words. Regarding product campaigns (Google Shopping), all products in Merchant Center were disapproved – making them impossible to promote.
The problem was therefore poorly set up campaigns, missing conversion tracking for poorly set up and disapproved products, and poor keyword structure and selection.
Campaign design
Based on the analysis, I agreed with the client to fix the problems – i.e. setting up correct conversion tracking, fixing disapproved products in Merchant Center and other basic settings in the advertising account. In addition, we agreed to create a segmented search campaign, adjust the performance max product campaign and create a dynamic remarketing campaign.
Search campaign
Every search campaign starts with keyword analysis. Here, I collected relevant keywords that can be divided into three categories: product name searches, competitor product name searches, and searches for problems that the product solves.
Based on this analysis, I created three search campaigns:
– S – Myrkl – focused on searches for the product keyword “myrkl”
– S – Competition – focused on searches for well-known competing products – especially “hangover cure” and “anti ethanol.”
– S – Main – focused on keywords related to hangover and searches on how to avoid it.
As for the ads themselves, I created three ad templates, each describing the product from a different perspective and angle. One presents the product and its benefits as such, the second focuses on how to use the product and its composition, and the third focuses on the benefits for drivers and mornings without a hangover.
Advertisement samples
Basic
“Faster alcohol detoxification and no hangover. Try Myrkl capsules.”
“Alcohol detoxification supplement with probiotics, vitamin B12 and L-cysteine.”
“For fresh mornings, increased energy and accelerated calorie burning.”
“Designed for responsible adults who need to function without restrictions the next day.”
Usage and composition
“Forget the hangover. Just 2 capsules and the evening without the unpleasant morning consequences can begin.”
“Just take 2 tablets two hours before drinking alcohol and you don’t have to worry about anything.”
“Without side effects. Myrkl is a nutritional supplement with a purely natural vegan composition.”
“Myrkl breaks down alcohol before it reaches the liver, thereby reducing its negative effects.”
Problem solving
“Faster alcohol breakdown, calorie burning, and no hangovers. Try Myrkl tablets.”
“Drive with confidence. The unique formula accelerates alcohol breakdown by up to 70%.”
“A morning without a hangover. A unique complex of natural substances breaks down alcohol and increases energy levels.”
In addition to the texts, I created all relevant ad extensions in the account: sitelinks, images, callouts, structured snippets, phone number, and promotional extensions to make the ad as relevant and attention-grabbing as possible, thus achieving better results.
Performance max campaign
The Performance Max campaign allows you to cover all Google ad placements (search, display, YouTube, Gmail, Discover) and quickly test campaign performance. The ad appears here in search, as a banner ad, as a YouTube ad, as a Gmail ad or as a Discover placement on Google’s mobile page.
Search ad
Banner ad
Product ad
Discover ad
Gmail ad
After resolving the issues with disapproved products in Merchant Center and optimizing the product names in the product feed for the searched keywords, I proceeded to edit the performance max campaign. In the campaign, I utilized all the texts prepared for search advertising, which I supplemented with product images and other materials that the client had available.
In the campaign, I filled in all the audience signals such as custom audiences of people who made a purchase or added a product to the cart, in-market audiences relevant to the product, and also relevant keywords, so that the campaign targeted relevant potential customers right from the start.
Results
During the peak season between May and August 2024, the client achieved the following results from Google Ads:
- ACoS: 17,99 %
- Average purchase price: 5,86 €
- CTR in Search campaigns: 20 – 30 %
- CTR in Performance Max: 3,88 %
- Products sold: 194
The results show that the ads reached the relevant audience and were well targeted and structured. The campaign brought the client a positive return on investment and, at the same time, high-quality data for further expansion and optimization.
Thanks to a comprehensive approach and the right settings, we successfully launched the new e-shop bezopice.sk and confirmed the market potential of the Myrkl product in the online environment.