We helped the online store get out of a slump and increase sales by 173%.

Kazka is an online bookstore with books in Ukrainian that delivers its treasures all over the world. But, as often happens in our world of advertising and marketing, things weren’t that simple. The ads weren’t working, the money was disappearing, and the result was zero. Kyrylo, the CEO of Kazka, told me directly:

“After a pause in working with this company, we tried to run ads on our own and also with other contractors, but the results were very poor, and we didn’t really understand whether the advertising was working effectively or not.” — Kyrylo, CEO of Kazka.

Well, I thought, it’s all clear. The advertising is like an old “shistka”: it didn’t start on the first try, but it’s already smoking and knocking. We decided to relaunch everything from scratch, using new approaches and methods. And I was like, “Dude, let’s figure this out!”

✅ Step 1: Analyzing the current situation — where was the screw-up?

The first thing we did was take the previous campaigns apart, piece by piece. What went wrong? Why was the money going down the drain while conversions were going down the tubes? We found several issues:

• Low-quality audience segmentation.
• The budget was being spent on irrelevant clicks.
• The creatives were as boring as my marketing lectures.

My verdict: we needed to relaunch the campaign from scratch using new and effective approaches.

✅ Step 2: Focusing on high-converting keywords

I told myself: “Alright, guys, enough experimenting.” We focused on search ads with keywords like “buy books in Ukrainian in Germany.” The result? Boom — and we already had quality traffic.

Why this matters: When you know exactly what people are searching for, you’re already halfway to winning. Keywords are your best friends.

✅ Step 3: Using proven methods and tools

We brought in the heavy artillery: PMax campaigns and dynamic remarketing. PMax covered a broad audience, and remarketing brought back those who visited but didn’t buy. The result? Just like in a superhero movie — everything worked out brilliantly.

Context and global best practices: According to a HubSpot report, using dynamic remarketing can increase ROI by 300%. And I thought: why not use this method to its full potential?

✅ Step 4: Adapting ad messages to the audience

As a marketer, I understand that Kazka’s audience includes Ukrainian refugees in Europe. And then the ideas started flowing: why not offer convenient payment options and free delivery? So that’s what we did. The audience responded instantly — conversion went up.

Why this is needed: If you understand your audience, you’ve already won half the battle. The right message at the right time can work wonders.

✅ Step 5: Continuous testing and adaptation — we don’t stand still

We didn’t just launch the campaigns and forget about them. Continuous hypothesis testing, performance analysis, and strategy adjustments — that’s our approach. Already in the first month, we saw a strong increase in sales and an improvement in ROI.

— Shopify Multifeed

We filled the products with all the necessary information and added custom tags. This improved analytics and segmentation.

Why this matters: Complete product information helps it rank higher in Google Shopping and attract more high-quality traffic.

— Dynamic remarketing in Google and Meta

We brought back those who had already shown interest but didn’t buy. Just like those ads that follow you around for a month.

Example of use: This helped us focus on users who added a product to the cart but didn’t complete the purchase, offering them bonuses and discounts.

— PMax and Google Shopping campaigns

These were created to reach the hottest audience and increase product visibility in search results.

Result: a 64% increase in sales from Google Ads and a 60% improvement in return on ad spend.

— Advantage+ campaigns on Facebook & Instagram

We used them for dynamic remarketing and attracting new audiences.

Context and global best practices: These campaigns have the potential to increase ROI up to 400%, according to McKinsey research.

What we achieved:

• Google Ads: Sales increased by 64%, and return on ad spend improved by 60%.
• Facebook Ads: Sales grew by 173%, and return on ad spend improved by 46%.

What this means for the client:

Kazka can now expand its product range and invest more in growth instead of simply worrying that advertising isn’t paying off. This has created a strong foundation for further growth and expansion.

“We now have more opportunities to expand the assortment and increase investments in the development of the project,” — Kyrylo, CEO of Kazka.

Here’s my position: if you work with advertising, you must be ready for change and adaptation. Don’t be afraid to test new hypotheses and implement proven strategies. And don’t forget: the key is understanding your audience and using the right tools.

Context and global best practices: According to McKinsey, companies that actively use data to make decisions increase their profit by 6% and revenue growth by 12%. These are powerful numbers that are worth considering in your strategy.

Checklist: what do you need to do to be on top?

1. Analyze your current advertising campaigns.

2. Define your key success metrics and outline a plan to achieve them.

3. Use proven tools and methods (PMax, dynamic remarketing, etc.).

4. Test new hypotheses and adjust your strategies.

5. Build a long-term growth strategy and stick to it

“Don’t be afraid to test, adapt, and grow. That’s the path to success,” — Oleksandr Khrystych, founder of Atlant.Digital.