Overview

An electronics retailer spent broadly on brand + generic terms with poor tracking. The account was rebuilt with clear structure, better creatives, and conversion measurement.

Key Changes

  • SKAG‑like tight ad groups for top sellers; rest consolidated by theme.
  • Search terms mining → negatives; switched match types to reduce waste.
  • Assets: responsive search ads with Nepali context, offers, and trust badges.
  • Conversion tracking via GA4 + enhanced conversions; offline import for cash‑on‑delivery.

Outcomes

  • CTR +45%; CPC −22%; Conv. rate +38%; ROAS improved 2.1× in 6 weeks.
  • Inventory sync reduced spend on out‑of‑stock items.

Lessons (Unit 5 lens)

  • Structure + measurement are the foundation; creatives win only with relevance.
  • For COD markets, offline conversion import is essential for true ROAS.

Chapters covered

  • E‑commerce marketing & advertising (5.1)
  • Search advertising and measurement (5.2–5.3)