--- type: "Case Study" title: "eMAG ADS case study: Hobby & gifts, a 10x seasonal peak" description: "The Hobby & gifts category on eMAG: from about 100 to over 1,000 campaign orders a month at the peak of the season, and ~4 % ACOS after the season on a budget of a few hundred RON. Real numbers, anonymised client." resource: "https://harta.agency/en/case-studies/hobby-gifts-season/" tags: ["emag", "emag-ads", "case-study", "marketplace"] lang: "en" status: "stable" headline: "A 10x seasonal peak: from about 100 to over 1,000 campaign orders" generated: by: "process:harta-okf/1.0" at: "2026-09-04" verified: - by: "human:m.gawanowski@harta.agency" at: "2026-09-29" sources: - resource: "https://harta.agency/en/case-studies/hobby-gifts-season/" last_modified: "2026-09-04" stale_after: "2027-09-29" --- The Hobby & gifts category on eMAG: from about 100 to over 1,000 campaign orders a month at the peak of the season, and ~4 % ACOS after the season on a budget of a few hundred RON. Real numbers, anonymised client. # Results in brief | Wskaźnik | Wartość | |---|---| | Kategoria | Hobby i prezenty | | Rynki | eMAG Romania | | Miesięcy danych | 7 | | Zamówienia z kampanii, miesiąc 1 | ~100 | | Zamówienia z kampanii, najlepszy miesiąc (M4) | ~1 000 | | Zamówienia z kampanii, miesiąc referencyjny (M7) | ~200 | | ACOS (campaign cost / order value) | ~4 % | | ROAS (order value / campaign cost) | ~25x | | order value from Ads campaigns | ~12 tys. RON | | average order value | ~55 RON | | estimated turnover of the whole account | ~23-38 tys. RON | # Orders from eMAG ADS campaigns, month by month | month of cooperation | campaign orders | |---|---| | M1 | ~100 | | M2 | ~750 | | M3 | ~600 | | M4 | ~1 000 | | M5 | ~350 | | M6 | ~200 | | M7 | ~200 | # Methodology - Source: the client's eMAG ADS panel (orders attributed to campaigns, cost, order value, clicks, impressions). - Relative timeline: M1 = first month of measurement; no calendar dates, seasonality described in words. - Reference month = last month of the series; ROAS, ACOS, average order value and order value come from it. - ACOS (campaign cost / order value) given before ROAS - it is the metric from the eMAG ADS panel. - Statistical data rounded for anonymisation (orders to 10-100, amounts to thousands of RON, ROAS to 0.5-1). - Account turnover = estimate assuming that sales from eMAG ADS account for 30-50 % of the account's sales. - Account size by the best month of the series: up to 100, 100-500, over 500 campaign orders a month; orders from eMAG markets are added up. - Anonymised data: category, market and account size without the seller's name. - Campaigns and catalogue: results are the effect of eMAG ADS campaigns and parallel work on product pages; we do not separate these influences in the numbers. # Starting point At the start of the series the account made about 100 campaign orders a month. The products were cheap (a basket of about 55 RON), so there was no room for high bids - what counted was product page conversion and timing. The key product is a typical gift. Demand grows several times over before the gift season and drops just as quickly. A campaign that runs all year "on the same budget" burns money outside the season and fails to use the peak. Goal: make the most of the season, then bring the budget down afterwards so that ACOS does not rise. The measure was the number of campaign orders at the peak and ACOS after the season. # What we did 1. **A manual campaign for the flagship product** - The flagship product got its own keyword campaign and a separate budget - it was the one meant to make the season. Before the budget started we polished its product page - with a basket of about 55 RON it is the page, not the bid, that decides whether a click becomes an order. The rest of the catalogue went into the product campaign. 2. **Automatic campaigns for the season only** - Before the peak we launched a set of automatic campaigns for the rest of the gift range. After the season they were paused - in the reference month only two campaigns were still active. 3. **Budget day by day at the peak** - In the peak month we raised the budget daily, as long as ACOS stayed below the threshold. The effect: over 1,000 campaign orders in a month, ten times more than at the start. 4. **Coming down after the season** - After the peak the budget came down to a few hundred RON a month. The number of orders fell to about 200, but ACOS dropped to ~4 % - the account earns instead of defending volume. # What this teaches If you sell gift products, plan your campaigns around the calendar: a separate budget and campaigns for the season, switched off right after it. The flagship product deserves its own manual campaign - it makes the result, while the rest of the catalogue runs on the Product & Category Targeting campaign. A drop in orders after the season is not a failure if ACOS drops with it. The failure is a double-digit ACOS after the season because someone defended seasonal volume. # Źródło https://harta.agency/en/case-studies/hobby-gifts-season/ # Powiązane - [eMAG profitability calculator - work out margin](/en/computations/emag-profitability-calculator.md) # Wersje językowe - [PL](/pl/company/hobby-prezenty-sezon.md) - [RO](/ro/company/hobby-cadouri-sezon.md) - [HU](/hu/company/hobbi-ajandek-szezon.md) - [BG](/bg/company/hobi-podaratsi-sezon.md)