AMDG continues a series of analytical materials on the features of running effective advertising campaigns in the field of e-commerce. In this article, specialists from the digital agency AMDG shared exclusive analytics of advertising campaigns in the Furniture theme.
The new article talked about the characteristics of the target audience, the effectiveness of advertising platforms and the most conversion tools for promoting the Furniture theme.
Budgets and orders* by system
According to AMDG expert assessment, the most popular and converting system in the Furniture category is the Google Ads system. 60% of advertisers' budget was concentrated on this site. This is the highest figure compared to other analyzed systems.
The number of orders received from Google Ads (Google Ads) amounted to 66% of the total volume of orders from advertising. This is 6 percentage points higher than the share of the budget spent on advertising campaigns in the system.
24% of advertising budgets were invested in Yandex Direct. At the same time, the number of orders received thanks to promotion in this system amounted to 20% of the total number .
Facebook Ads costs accounted for 16% of advertisers' budgets. Thanks to placement on the site, it was possible to attract 7% of orders from the total volume.
The share of VK Advertising and TikTok was insufficient to compare with Facebook Ads, Yandex Direct and Google Ads (Google Ads).
*The final order from the cart was considered as an order.
Number of clicks
Google Ads (Google Advertising) is the leader in the volume of clicks in the Furniture category. This system accounts for 60% of the total number of clicks. Yandex Direct is in second place in terms of the number of ad clicks. The number of clicks received from this site is 25% of the total split. 15% of clicks came from ads posted on Facebook Ads .
The ratio of expenses and orders in the context of advertising tools
Google's Performance Max tool showed the highest conversion in the Furniture category. This type of advertising campaign accounted for 16.5% of advertiser spending and 32.2% of total orders. The number of orders is 15.7 percentage points higher than the share of advertising investment for this tool.
In second place in terms of effectiveness is Smart Campaign from Google . This tool accounted for 6.6% of advertisers' budgets , which accounted for 7.9% of orders . The positive difference between investments and the results obtained was 1.3 percentage points.
Product campaign from Yandex also has a high conversion rate. In 2023, advertisers invested 2.3% of their advertising budget in this tool. At the same time, the Product campaign provided 3.2% of orders in the topic. AMDG specialists recommend actively using this tool in advertising strategies, as with its help you can get good results.
Google Ads (Google Advertising)
In Google Ads (Google Ads), campaigns like Performance Max and Smart campaigns showed the highest efficiency.
The most converting was Performance Max , which provided 54.1% of the total number of orders. The share of advertising costs for this tool amounted to 27.4% of total costs.
10.9% of the budget for Google Ads (Google Advertising) went to Smart campaigns , thanks to which 13.3% of orders in the split were attracted.
Search campaigns accounted for the largest amount of advertising investment— 40.9% of the total. Placement using this tool brought 30.8% of orders.
It is worth noting that the dynamic tools of Google Ads (Google Ads) show low efficiency in the Furniture category. This is due to the fact that users are often not looking for a specific model or brand, but choose furniture from several offers.
Yandex Direct
In the Yandex Direct system, the largest share of expenses fell on advertising campaigns such as “ Campaign Master ” , Search campaigns and YAN campaigns.
The largest volume of orders in Yandex Direct was received thanks to Search campaigns . With a budget share of 27.4%, this type of ad provided 31% of orders .
Advertisers invested the most in Campaign Master , accounting for 28.7% of ad spend. This tool performs well when configured correctly, including all five creatives, using video, and carefully crafted ads. The share of orders attracted thanks to the Campaign Wizard was 31% .
24% of the advertising budget was spent on YAN campaigns , but this tool turned out to be one of the least converting. The share of orders attracted through this type of advertisement was 9.6% of the total volume of orders in the system.
The highest conversion rate is observed for Product campaigns . Ads of this type attracted 16.3% of orders , while the share of advertising costs for this tool was 9.6% .
Dynamic search accounted for 12% of orders , while advertisers allocated 10.3% of their investments to this tool.
The Facebook system mainly uses two tools. These are Conversion Campaign and Feed Catalog.
Advertisers direct 84% of their investments to Conversion campaigns (traffic campaigns optimized for conversions). This tool brings 81.3% conversions .
Dynamic remarketing is used less and less due to its difficult setup. At the same time, the tool continues to show good results. The feed catalog , with a budget share of 16%, provides 18.7% of the total number of orders from Facebook. AMDG specialists recommend using dynamic remarketing codes when promoting through advertising campaigns with catalogs on Facebook.
Traffic distribution by gender
Women are the most active in the Furniture category in all advertising systems. The highest share of female audience on Google is 71.7% . Slightly fewer women are on Facebook – 71%. In Yandex Direct, the share of female users is 65% .
Accordingly, the maximum share of male traffic in advertising campaigns on the topic “Furniture” was recorded in Yandex (35%). At Google and Facebook, the shares of male users are approximately equal – 28.3% and 29% , respectively.
Traffic distribution by age
The core audience in the Furniture niche are users (mostly female) from 25 to 44 years old . This audience makes the largest number of purchases in this niche and provides 57.1% of orders from the total.
The maximum share of advertising costs falls on users aged 25 to 34 years . Advertisers spend 29.8% of advertising budgets on this segment, which brings in about 28% of orders.
It is also worth noting that the cost of an order for users aged 45 to 54 years is lower than for other audiences. The audience of this age is the most converting and brings 23% of orders with a share of advertising investment of 18.6% . When working with this audience, you can test individual approaches, combinations of creatives and targeting.
The share of orders from users aged 18–24 years is 7.4% of the total volume. At the same time, the share of advertiser spending on this segment is 8.4% .
Users over 55 years of age account for 15.6% of advertisers' budgets, but the share of orders generated by these users is 12.4% of the total.
Ratio by device
In terms of the ratio of devices to both budgets and orders, mobile traffic is the leader, accounting for 86% of budgets and orders . 12% of advertising investments go to desktops , which provide 13% of conversions . The least popular are tablets – 2% of advertising costs , which bring only 1% of conversions from the total.
It is worth noting that in the “Furniture” niche, users actively place orders from mobile phones. There is no traditional dominance of the “Desktop” version in the volume of conversions.
Industry analytics of advertising campaigns helps to identify the behavior of the target audience and work with digital tools. Analysis of in-depth data about past advertising campaigns makes it possible to maximize promotion results and save advertising budget. By regularly studying current analytics, you can track trends in the advertising market and determine the most effective tools and platforms for promoting goods and services in various topics.
