Keyword analysis before launch
We started with a keyword analysis, done separately for the two product types - two different purchase intents and two different prices. The keywords went into a manual campaign split by type.
Case study · eMAG · Auto-moto
Three times more orders in three months - car interior accessories on eMAG
A manufacturer of car interior accessories entering eMAG Romania. A product chosen by car model, with strong price competition and a clear season. A short series - three months - but a clear one: campaign sales tripled.
- Auto-moto
- eMAG Romania
- 100-500 Ads orders a month
- 3 months of data
Where we started
A manufacturer with its own range and no previous sales on eMAG. The first month with campaigns brought about 70 orders - a good start, but far from the category's potential.
This is a product the customer chooses by fit and looks: car model, variant, price. A product page with variants and photos in context (the car interior) decides conversion more than the bid does.
Goal: quickly build sales volume in the season when such accessories are bought most often, at an ACOS below 10 %.
Orders from eMAG ADS campaigns, month by month
Chart data (table)
| month of cooperation | campaign orders |
|---|---|
| M1 | ~70 |
| M2 | ~120 |
| M3 | ~200 |
Results in brief
- ~8 %ACOS (campaign cost / order value)
- ~12xROAS (order value / campaign cost)
- ~20 thousand RONorder value from Ads campaigns
- ~95 RONaverage order value
- ~39-65 thousand RONestimated turnover of the whole account
Step by step
Variants on one product page
We linked the fitment variants into a single offer, so that reviews and sales history accumulate on one page rather than being spread across several listings. We wrote the page content for the keywords from the analysis and for the question "does it fit my car?" - the manufacturer was entering eMAG from zero, so we built the catalogue together with the campaigns.
An automatic campaign plus Product & Category Targeting
The manual keyword campaign was joined by an automatic campaign on the whole catalogue and a Product & Category Targeting campaign on the best variants. The budget grew systematically with the number of orders: about 70, then about 120, then about 200 a month.
Price under control
In a category with strong price competition we watched the price position of the best variants - advertising a product 20 % more expensive than the neighbouring offer is spend without orders.
The same story from another angle
Three months were enough to triple campaign sales; in the reference month advertising cost about 8 % of sales (about 1.5 thousand RON of cost against about 20 thousand RON of orders).
month 1~70
best month (M3)~200
campaign cost~1.5 thousand RON
order value~20 thousand RON
Takeaways you can apply to your own account
In categories "chosen by eye", a product page with variants and photos in context does more than the bid - advertising only brings the traffic.
A keyword analysis before launch saves the first two months of groping around: you know what the customer searches for before you spend the first leu.
Fast growth is possible if the budget grows systematically behind results and the price does not stray from the competition.
See also
- Home & Appliances: 5x campaign orders in three months
- Home & Appliances: ~3 % ACOS on a budget of a few hundred RON a month
- Pet supplies: ~6 % ACOS (ROAS ~18x) on two campaigns
- Fashion: 5x campaign orders at ~5 % ACOS
- Auto-moto: two eMAG markets, up to ~450 orders a month
- Hobby & gifts: a seasonal peak of over 1,000 campaign orders
- Kids: a launch from zero to about 140 campaign orders
- Fashion: a ~240 RON basket at ~6 % ACOS
- Service: eMAG ADS campaign management
- All projects and case studies
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