Two campaigns instead of many
One manual keyword campaign on the whole catalogue and one Product & Category Targeting campaign on bestsellers. No fragmenting the budget across tests that, given the goals set, would have made them harder to reach.
Case study · eMAG ADS · Pet supplies
~6 % ACOS on two campaigns - pet accessories without burning the budget
A Pet supplies account on eMAG Romania: equipment for pets with clearly seasonal demand, where it is easy to overpay for sales once the season passes. We show how to keep advertising cost at a few percent of sales for seven months.
- Pet supplies
- eMAG Romania
- 100-500 Ads orders a month
- 7 months of data
Where we started
The seller entered eMAG with a small catalogue and a simple goal: to sell at a profit, not "at any price". The advertising budget was limited, so every leu had to work. A small catalogue has one advantage: we could polish every product page before the budget started - and that was part of the same work, not a separate project.
This is a category with clear seasonality: demand rises in the cold months and falls in the warm ones. You can see it on the chart - over 300 campaign orders a month at the start of the series and about 130 at the end. That is not an account failure, it is the market.
The measure of success was therefore not the number of orders, but keeping ACOS at a few percent over the whole period - including when demand drops.
Orders from eMAG ADS campaigns, month by month
Chart data (table)
| month of cooperation | campaign orders |
|---|---|
| M1 | ~300 |
| M2 | ~300 |
| M3 | ~350 |
| M4 | ~250 |
| M5 | ~160 |
| M6 | ~140 |
| M7 | ~130 |
The decline in the second half of the series is the category's seasonality, not the effect of the campaigns - over that time ACOS stayed at about 6 %.
Results in brief
- ~6 %ACOS (campaign cost / order value)
- ~18xROAS (order value / campaign cost)
- ~13 thousand RONorder value from Ads campaigns
- ~95 RONaverage order value
- ~25-42 thousand RONestimated turnover of the whole account
- ~34 thousand RONestimated order value in the best month (M3)
Step by step
Bids calculated from margin
We calculated the maximum cost per click from margin and conversion, not from the panel's suggestions. A click-to-order conversion of about 12 % made it possible to keep the cost of sales low.
Budget down together with demand
When the season began to pass, we did not push with budget. The campaigns got lower limits, and ACOS stayed below 6 % - instead of rising, as usually happens after the season.
Order in the account
Two active campaigns with clearly divided roles: the manual one drives the whole catalogue, Product & Category Targeting boosts the bestsellers. This structure lets us work every day on what actually sells - bids, keywords, exclusions and product pages - instead of spreading attention across many campaigns.
The same story from another angle
For every leu spent on campaigns the account gets close to 18 lei in orders, which means advertising costs about 6 % of sales. With a small budget, it is exactly this ratio that counts.
campaign cost~700 RON
order value~13 thousand RON
Takeaways you can apply to your own account
A small account does not need many campaigns. It needs a well-calculated bid and two campaigns that get full attention.
Seasonality has to be accepted, not "made up with budget" - trying to keep volume after the season usually ends with an ACOS twice as high.
A high click-to-order conversion (here about 12 %) is most often down to the product page and the price, not the advertising - which is why we worked on the pages alongside the campaigns. Advertising only brings traffic to where the page already sells.
See also
- Home & Appliances: 5x campaign orders in three months
- Home & Appliances: ~3 % ACOS on a budget of a few hundred RON a month
- 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
- Auto-moto: 3x campaign orders in three months
- Service: eMAG ADS campaign management
- All projects and case studies
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