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We decided to build the advertising structure based on a “product-specific” principle. The main emphasis was placed on relevance: if a user searches for a “wooden bed,” they should land specifically on the beds section rather than the homepage. The core focus remained on ease of choice and maintaining control over every unit of currency spent.

Selection of “Right” Keywords

• Collected queries by category: bedroom, living room, and kitchen furniture.

• Segmented keywords into “hot” (buy, price, order) and model-specific (names of specific furniture series).

• Identified priority products that generate the highest profit margins.

Organized Structure

• Created dedicated ad groups for each furniture type.

• Configured targeting for all of Ukraine where the store’s delivery service operates.

Trust-Building Advertisements

• Wrote clear, concise ad copies: highlighted material quality, stock availability, and convenient delivery.

• Included information about promotions and installment payment options.

Enhanced Ad Information

• Added ad extensions: sitelinks to popular products, phone numbers, and callouts (e.g., “12-month warranty,” “fast assembly”).

Savings and Traffic Hygiene

• Compiled an extensive negative keyword list: excluded queries such as “used,” “rent,” “repair,” and “DIY.” This protected the budget from irrelevant clicks.

Analytics Configuration

• Integrated conversion tracking: we can now see when a customer adds an item to the cart, completes an order, or calls the store.