Category campaigns, not product campaigns
Both lines got separate automatic campaigns at category level. With a large number of models and sizes this is simpler to maintain than campaigns on individual products.
Case study · eMAG · Fashion: footwear
A ~240 RON basket and ~6 % ACOS - footwear, or how to advertise an expensive product
A footwear seller on eMAG Romania, two product lines. An expensive product for a marketplace, with a long think before buying and clear seasonality. This case honestly shows the dip in the middle of the series too - and what we did after it.
- Fashion: footwear
- eMAG Romania
- up to 100 Ads orders a month
- 6 months of data
Where we started
The account started with a few dozen campaign orders a month and a product that costs several times more than the typical eMAG basket. At that price a click is cheap relative to an order, but every mistargeted click is a loss. An expensive product also demands more from the page - alongside the campaigns we worked on the content of both lines, so that the page answers the questions a customer asks before spending ~240 RON.
In the middle of the series campaign sales fell to a few orders a month. The reason was mundane: the season and gaps in the most popular sizes - advertising will not sell a product that is not available in the size the customer asks for.
The goal after the dip: rebuild sales on a full size range while keeping a single-digit ACOS. In footwear returns are frequent, so the margin on an order also has to carry the cost of a return.
Orders from eMAG ADS campaigns, month by month
Chart data (table)
| month of cooperation | campaign orders |
|---|---|
| M1 | ~30 |
| M2 | ~70 |
| M3 | 11 |
| M4 | 8 |
| M5 | ~50 |
| M6 | ~90 |
The dip in the third and fourth months is the season and size gaps - the campaigns were deliberately throttled back then. The recovery began together with restocking.
Results in brief
- ~6 %ACOS (campaign cost / order value)
- ~17xROAS (order value / campaign cost)
- ~21 thousand RONorder value from Ads campaigns
- ~240 RONaverage order value
- ~43-71 thousand RONestimated turnover of the whole account
Step by step
A pause instead of overpaying
When the best models ran out of sizes, the campaigns were throttled back. Spending budget on offers without a size range raises ACOS and hurts the offer's rating.
Back with the full size range
After restocking, the campaigns returned with a higher budget on the line that makes most of the value. Campaign sales came back to about 90 orders in the reference month.
A bid calculated with returns in mind
We set the maximum ACOS after deducting the cost of returns from the margin. That is why the target is ~6 % ACOS, not 15 % - and the account holds it.
The same story from another angle
The recovery after the dip and the cost-to-value ratio: about 1.5 thousand RON in campaigns turns into about 21 thousand RON of orders, which means advertising costs about 6 % of sales.
month 1~30
best month (M6)~90
campaign cost~1.5 thousand RON
order value~21 thousand RON
Takeaways you can apply to your own account
An expensive product forgives a higher cost per click, but it does not forgive mistargeted clicks - category campaigns with exclusions are safer here than a broad automatic one.
Advertising will not fix stock gaps. When the size range falls apart, it is better to throttle the campaigns back than to raise ACOS and hurt the offer's rating.
In footwear, returns have to be included in the ACOS threshold. A single-digit ACOS with a ~240 RON basket is a realistic goal, not a dream.
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
- Auto-moto: 3x campaign orders in three months
- Service: eMAG ADS campaign management
- All projects and case studies
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