Product pages first, advertising second
The first weeks went into product pages: photos with dimensions, compatibility tables, descriptions written for parents' questions. Campaigns only started on finished pages.
Case study · eMAG · Kids
From zero to about 140 campaign orders - launching an account with children's products
A new account on eMAG Romania in the Kids category: a few lines of equipment and accessories. A category where parents read descriptions to the end and compare - and a ~140 RON basket only forgives a higher bid when the product page converts.
- Kids
- eMAG Romania
- 100-500 Ads orders a month
- 5 months of data
Where we started
In the first month the account had three campaign orders. New offers, zero reviews, no sales history - the eMAG algorithm had nothing to learn from, and customers had no reason to trust.
The products were good and well priced, but the pages needed work: photos with dimensions, compatibility tables, descriptions answering parents' questions. Without that, advertising would have bought clicks without orders. That is why we ran the catalogue and the campaigns as one job - the result on the chart is the effect of both.
Goal: build campaign sales from zero at a pace that allows the first reviews and history to accumulate, without burning budget on products that are not ready yet.
Orders from eMAG ADS campaigns, month by month
Chart data (table)
| month of cooperation | campaign orders |
|---|---|
| M1 | 3 |
| M2 | ~30 |
| M3 | ~40 |
| M4 | ~60 |
| M5 | ~140 |
Results in brief
- ~8 %ACOS (campaign cost / order value)
- ~13xROAS (order value / campaign cost)
- ~19 thousand RONorder value from Ads campaigns
- ~140 RONaverage order value
- ~38-63 thousand RONestimated turnover of the whole account
Step by step
Manual campaigns for two lines
The two lines with the highest margin and the clearest demand got separate keyword campaigns - the rest of the catalogue went into the Product & Category Targeting campaign.
Bids grew together with reviews
As long as a product had no reviews, the bid was cautious. After the first ratings conversion rose, and only then did we raise the budget - hence the gentle growth over four months and the jump in the fifth.
Switching off what does not sell
Test campaigns and automatic campaigns on weaker products were paused. In the reference month three campaigns were active, making the whole result at ~8 % ACOS.
The same story from another angle
Two product lines with manual campaigns make most of the order value - they are the ones that earned a separate budget.
Line A (manual)~9.5 thousand RON
Line B (manual)~5.5 thousand RON
Product & Category Targeting (rest of the catalogue)~4 thousand RON
Takeaways you can apply to your own account
A new account scales at the pace at which reviews come in. Advertising speeds that process up, but it will not replace the first ratings - raise the budget when conversion confirms it.
In "comparison" categories the product page decides the campaign result more than the bid does. Page first, advertising second.
Three good campaigns are worth more than ten average ones - a budget focused on two lines delivered ~8 % ACOS as early as the fifth month.
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
- 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
Want similar numbers on your account?
Start with an eMAG account audit - we will show you where the money sits in your campaigns before you spend it.
Order an account audit