Nanosklad Case Study: Reconfiguring Performance Max for a Large Small Appliance Retailer
In electronics and home appliance retail, a key challenge is managing a vast product assortment, where hundreds of product listings can uncontrollably consume budget without generating conversions. The online store nanosklad.com.ua needed to significantly boost sales while also increasing its already high profitability. Comprehensive contextual advertising, website promotion, and targeted work with Google's shopping algorithms helped the online store unlock the hidden potential of its product range and optimize customer acquisition costs.
The team completely abandoned a 'one-size-fits-all' approach to campaigns and implemented a strict prioritization system based on sales analytics.
Over 4 months of work on the project, the following solutions were implemented:
- Deep content audit of the feed – we cleaned titles of junk characters, added key characteristics to SKU names, which improved relevance in Google Shopping results.
- Focusing on top-performing products – we separated the most profitable and fast-moving products into individual Performance Max campaigns, ensuring maximum visibility for them.
- Smart bidding calibration – we smoothly transitioned the account to strategies with strict target ROAS adherence.
- E-commerce data control – we corrected inaccuracies in transaction value transmission, providing Google Ads algorithms with perfectly accurate signals for finding buyers.
Strategic allocation of ad resources helped the system learn faster and find users ready to make a purchase right now. As a result of this restructuring, we managed to minimize impressions for non-target, low-margin items.
New economic markers for the retailer: why the decision to order contextual advertising paid off 100%.
A complete reorganization of sales tools allowed the Nanosklad project to significantly exceed planned targets:
- Online sales volume: the number of successful orders on the website more than doubled – from 2,580 to 5,600 completed carts.
- Return on Ad Spend (ROAS): the net profitability of advertising increased from 692% to an impressive 884.5%.
- Cost per click: by improving ad quality and precise bidding, the cost per click (CPC) was reduced from ₴7.03 to ₴5.86.
The account transformed into a transparent system where every invested resource works to sell a specific profitable product, and automation targets an audience ready to make a purchase.
Results of nanosklad.com.ua optimization: Locomotive Digital's experience
The Nanosklad case confirms that even with good initial business metrics, there is always room for growth. Proper segmentation of the product matrix combined with a clean data feed can increase the profitability of a large store by almost 200%.
Want to scale your online store's sales, optimize product listings, and achieve maximum ROAS? Our experts will thoroughly analyze your account, eliminate inefficient spending, and reallocate your budget to high-margin items. Smart website contextual advertising from Locomotive Digital is a direct path to stable profit growth for your e-commerce project.
