Roman.ua

Roman.ua implemented a new approach to structuring the product catalog based on product value and profitability, replacing the outdated ABC/XYZ analysis. This strategic shift led to more precise segmentation in advertising campaigns and significantly boosted efficiency. PPC team completely overhauled our advertising strategy by implementing a new structure for PMax campaigns in Google Ads and aligning it with Facebook Ads. This approach maximized budget efficiency and significantly improved ROI. Their in-depth analysis revealed a high order cancellation rate. By following their recommendations and restructuring our sales processes, we reduced cancellations by 38%, which improved overall operational efficiency. The email marketing team transitioned our notification system from SMS to Viber, cutting operational costs and expanding automated flows, resulting in better customer engagement. Roman.ua developed a comprehensive analytics system that consolidates data from ad accounts, our CRM, and historical records. This system provided deeper insights into our marketing performance and enabled more data-driven decision-making. Despite the full-scale invasion of Ukraine and the economic recession, the average order value increased 1.7 times, the number of orders grew by 36%, and net profit in dollars surged tenfold, all while maintaining nearly the same marketing expenses and with only a slight increase in workload for the sales department.

The team took over full support of Google Ads: they launched and optimized campaigns across Performance Max, Shopping, Search, Google Display Network, and YouTube. Comprehensive audits of Google Analytics and advertising costs improved transaction tracking accuracy and enabled more reliable performance analysis. The team implemented a data-driven strategy with strict ROAS targets. A new rule for handling low-margin products (defaulting to 1% of the product price as margin) helped double ROI in May and reach +46% in June 2024 (up from –29% in March). GDN campaigns boosted add-to-cart conversions by +135%, while search ads increased orders by +18%. A new approach to low-margin products helped double ROI. Overall, the newly introduced PMax structure proved scalable, with clear ROI logic based on product profitability and price tiers — allowing for continuous reinvestment into the most effective segments.

Over the years, the team has built our entire online marketing system from scratch and implemented a complete digital marketing strategy. They set up PPC advertising and web analytics, establishing a foundational flow of users and orders within the first few months of work. Simultaneously, the agency launched retention marketing, which included designing trigger-based and promotional email campaigns Roman.ua also developed a dedicated sales funnel for the B2B segment, incorporating customized landing pages, tailored offers, and communication campaigns targeted at wholesale buyers and partners. In addition, Roman.ua handles complete technical website management. They provided comprehensive technical optimization of our website. The agency selects contractors for non-core services, and even provides support for offline points of sale. Roman.ua established a transparent reporting system. The team consistently delivered projects on time, demonstrating exceptional time management. They were highly responsive to our needs, ensuring seamless communication and quick adaptation to any project requirements. When comparing 2017, our first full year of collaboration, to 2023, we observed exponential growth. Specifically, the number of orders increased tenfold, and net profit rose by 42 times. Sales growth continues to be a key performance indicator for us.