A Home & Appliances account on eMAG Romania, with additional sales on eMAG Bulgaria. The catalogue is small and the goal is unusual: not maximum volume, but the lowest possible advertising cost relative to sales. Below are the numbers that show what such discipline costs and what it delivers.
The seller started with a few campaign orders a month and organic sales that were already working. Advertising was to add sales only where the margin could carry it - without burning budget on products that sell by themselves.
The range covers a few lines of accessories and consumables with different margins. We tidied up the product pages together with the campaigns, and they converted well (about 13 % of clicks end in a purchase), so the question was not "does the page sell?" but where to send the traffic.
Goal: keep ACOS at around a few percent with a stable number of campaign orders. The measure was advertising cost relative to sales value, not volume itself.
| month of cooperation | campaign orders |
|---|---|
| M1 | 3 |
| M2 | ~250 |
| M3 | ~160 |
| M4 | ~250 |
| M5 | ~150 |
| M6 | ~250 |
The number of campaign orders moves between about 150 and 270 a month - deliberately: the budget does not chase volume, it holds the ACOS threshold.
Each product line got its own automatic campaign and an ACOS threshold calculated from that line's margin. Lines that did not hold the threshold got lower bids or a pause - no exceptions. Manual campaigns were an excellent complement to the automatic ones, keeping ACOS within the agreed limits.
The products with the highest conversion went into a Product & Category Targeting campaign, which in the reference month accounted for close to 40 % of campaign order value.
Monthly campaign cost stayed at a few hundred RON, even though the account could have spent more. Every budget increase had to be justified by the ACOS of the previous period.
Two months of sales on eMAG Bulgaria brought a few dozen orders a month - enough to work out whether the second market deserves separate campaigns and budget.
One line and the Product & Category Targeting campaign make close to 90 % of the value - the rest is deliberately small tests that must not spoil the ACOS of the whole account.
ACOS is a better metric than ROAS when the goal is profit: it says directly what share of sales you give up for advertising. On eMAG it is also the number you see in the panel every day.
An account can spend little and sell steadily if the budget only follows the lines that hold the threshold. Growth "just in case" always costs ACOS.
High page conversion (here about 13 %) is the condition for a low ACOS - advertising will not fix a page that does not sell. That is why we work on the page and the campaign together, not one after the other.
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