Кейс МETRO Cash & Carry, рассказывающий о возможностях оптимизации поиска и увеличения продаж за счет Search Ads 360.

1. METRO Cash & Carry
Ukraine boosts ROI and
cuts CPO using Search
Ads 360
Self-service food wholesaler
Ukraine • metro.zakaz.ua
The challenge
METRO Cash & Carry has an extensive online store with more than
25,000 products. Promoting so many items on search required
significant time investment to manage bids across 1.7 million
keywords in 300 campaigns, which needed to take into account
device context, delivery regions, and keywords in three languages.
The goal was to grow sales and increase average order value while
reducing the cost per transaction by at least 20%.
The approach
The team adopted Search Ads 360, segmented campaigns by
region and category, and launched search remarketing campaigns in
Google Ads. Campaigns were targeted by keyword, device, and
location. Working with their agencies, METRO Cash & Carry
developed a strategy to optimise monthly spend. Search Ads 360
Smart Bidding with a target cost per order (CPO) aimed to increase
revenue from campaigns.
The partnerships
As METRO Cash & Carry Ukraine’s main digital partner for the last
four years, iplace helps plan and deliver key projects with ambitious
goals and an eye on future requirements. For the past year, the
agency has been developing the e-commerce capabilities of
metro.zakaz.ua.
Admixer is a Google Marketing Platform technical partner, offering
access, training, and support for Search Ads 360 to companies in
Central and Eastern Europe.
Return on investment grow by 65%
Cost per order fall by 33%
Average order value increase by 10%
A 40% time saving in managing and optimising search
campaigns
The results
In the first three months of using Search Ads 360 to optimise their
monthly investment, METRO Cash & Carry saw:
“ Having seen a good result in the first
three months of using Search Ads
360, we can plan an investment
increase in search advertising.”
—Viacheslav Ognov, E-commerce Manager,
METRO Cash & Carry Ukraine
1.6x
Increase in
conversion
rate
33%
Decrease in
cost per order
65%
Growth in
return on
investment
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