Case Study

Yaga

An Estonian-born marketplace for new and preloved fashion, leading the charge in making the circular revolution a global movement. With a focus on emerging markets like Estonia and South Africa, Yaga is transforming how people engage with fashion, promoting sustainability and conscious consumption.

The Challenge

The client's goals played a critical role in this account, as it involved navigating the nuances of a marketplace rather than a traditional e-commerce store.

While there was an existing Google Ads account, the historical data was limited in terms of extracting meaningful insights.

Through discussions with the client, we identified the need to attract buyers and sellers to the platform. Upon reviewing the ad account, we observed that shopping campaigns brought most conversions, although we couldn't be 100% sure, as we discovered issues with the existing conversion tracking setup.

To drive buyer acquisition fast, we opted to implement pmax campaigns. Before doing that, we had to address the suspended Merchant Center account, due to data quality of the product feed.

First year of working with us

The Results

To protect the client's confidentiality, specific details regarding costs & revenue are not disclosed.

  • ROAS of 1052%
  • Clicks 5m+
  • Conversions 217k+

Details for Nerds

We implemented Google Tag Manager to track conversion actions such as purchases, sign-ups, and product additions.

This allowed for a smoother optimization with automated bidding strategies, focusing on specific conversions.

Simultaneously, we talked with Rauno and Yaga's developers to address the Google Merchant Center suspension. We expected to get the most value from shopping, which proved to be the correct assumption.

We ensured compliance with Google's product feed requirements, optimizing images, titles, descriptions, and attributes to capture relevant queries and increase visibility. We used GMC feed rules to extract data from raw attributes.

Our efforts also resulted in additional free clicks from Google's Free Listings (lately averaging at 20k free clicks a month).

Next, we set up the pmax campaigns to deliver targeted messaging and leveraged customer data from email lists and custom audiences. While search and app campaigns are active, the pmax campaigns drive the most value (and those have brand searches excluded).

It's important to note that the reported results reflect a 30-day conversion window. The true impact of Google Ads on the business extends beyond initial interactions as customers continue buying and selling on the platform. Consequently, we anticipate a more significant impact than currently measured.

Play

Yaga

"During the first year, we were able to scale our account a lot, while also increasing ROAS & bringing down the cost of conversions. The guys have been properly delivering our goals."

Rauno Kristjan, Growth Lead at Yaga

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