Manual campaigns per product line
Separate keyword campaigns for each of the four product lines. Each line has different keywords, different seasonality and a different margin - a single campaign cannot tell them apart.
Case study · eMAG ADS · Fashion: clothing
Five times more campaign orders in six months - clothing with a ~130 RON basket
A clothing brand on eMAG Romania with several product lines. Fashion is a category where you compete with hundreds of offers and with the season, and a click is easy to buy but hard to turn into an order. This case shows how manual campaigns per product line made the difference.
- Fashion: clothing
- eMAG Romania
- 100-500 Ads orders a month
- 6 months of data
Where we started
At the start the account had about 40 campaign orders a month and one automatic campaign. In fashion that is too little for the eMAG algorithm to learn whom to show the offer to - and without that, bids rise while conversion stands still.
A ~130 RON basket and a decent margin left room for higher bids, but only on the keywords and products that actually convert. The problem was not the budget but how scattered it was. Alongside the campaigns we worked on the catalogue - page content written for the phrases shoppers actually search with, line by line. The growth on the chart is the effect of both.
Goal: systematic growth in campaign orders without a rise in ACOS - in fashion, growth "at any price" ends in returns and an ACOS above 20 %.
Orders from eMAG ADS campaigns, month by month
Chart data (table)
| month of cooperation | campaign orders |
|---|---|
| M1 | ~40 |
| M2 | ~50 |
| M3 | ~80 |
| M4 | ~40 |
| M5 | ~90 |
| M6 | ~200 |
Results in brief
- ~5 %ACOS (campaign cost / order value)
- ~19xROAS (order value / campaign cost)
- ~28 thousand RONorder value from Ads campaigns
- ~130 RONaverage order value
- ~57-95 thousand RONestimated turnover of the whole account
Step by step
An automatic campaign on low bids
In parallel, an automatic campaign with a low bid gathered broad, cheap traffic and suggested new keywords. In the reference month it had the largest share of order value and an ACOS below 5 %.
Keywords from results, not guesses
We systematically reviewed search terms: keywords with orders went into the manual campaigns with a higher bid, keywords without sales went to the exclusions.
Season and range
The budget followed the season: "warmer" lines got more in the cooler months, "lighter" lines when demand for them started. The jump to over 200 orders in the reference month coincided with the start of the season for the strongest line.
The same story from another angle
One line has an ACOS of about 3 %, and the automatic campaign with low bids makes the largest value at an ACOS of about 4 %. Both are needed - one earns best, the other scales.
Automatic campaign (low bids, broad reach)~4 %
Line A~6 %
Line B~3 %
Line C~7 %
Takeaways you can apply to your own account
In fashion, a low-bid automatic campaign and manual campaigns per line do not compete with each other - the automatic one searches, the manual one collects.
The 5x growth took six months because the budget only grew where the keywords had orders. That is slower than "let's raise the budget", but it does not end in a 25 % ACOS.
A systematic review of search terms is the cheapest optimisation in eMAG ADS - and the one most often skipped.
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
- 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
- Auto-moto: 3x campaign orders in three months
- Service: eMAG ADS campaign management
- All projects and case studies
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