Nadya Movchan
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CPA decreased by 46%, coll-in leads increased by 40%
Contextual Advertising
Customer: Official Italian car dealer
The task is to reduce the cost of attracting a lide ready to buy a car.Increase the flow of leads
What was done:
…
1 .A review of the current campaign has been carried out and errors have been found:
• semantics are not complete and collected not from real edition, but combined by templates;
• minus words are poorly worked, resulting in a lot of irrelevant clicks;
• There was no adequate structure, different requests were combined into one group;
• as a result, DVCS was not used in the ads;
• Configuration errors (setting strategies, rotating, device correction, etc.)2ndNew campaigns are set up:
• from zero the semantics from Google’s real edition in Russian and Ukrainian languages are collected;
• Minus words are processed, all irrelevant requests are cleared;
• the correct structure of the campaigns and the GO is created, hot, warm, general requests are submitted separately;
• For each group, there are three variants of ads from the DVCS.The result:
• Conversion cost (CPA) decreased by 46%
• Coal-in leads increased by 40%
Reduction of spending by 24%
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The cost of the leather is reduced by 80%
Contextual Advertising
Customer: a company for the construction of private houses.
The problem is that there are very few entering applications with a high leads price.
What was done:
… • 70% of semantic extension due to hot and warm requests;
• the structure of the campaign;
• Tested versions of text ads;
• Minus words are made.
The result:
• Conversion cost decreased by 80%
CRT increased more than twice
CPC has fallen twice.
• A stable flow of leads.
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SRA reduced by 65%
Contextual Advertising
Customer: the Visa Agency.
Task: Increase the flow of lead
The Problems:
… • The campaign had no adequate structure, and it was impossible to analyze and optimize.
• The flow of customers was unstable and unpredictable, the cost of attracting the customer did not decline.
What was done:
• A new structure of the campaign is created with a breakdown on hot and hot requests, types of visas, cities, etc.
• Extended semantics - all requests were collected with a frequency of 30/month
• Minus-word frequency of 2 months
• Protest new text of advertisements and extensions
The result:
Conversion costs dropped by 65%
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SRS decreased by 13%, the number of lies increased by 7 times
Contextual Advertising
Customer: a research agency from Switzerland.
Target audience: CMO in the United States.
The task:
… • Reduce the cost of targeting traffic for the content project
• Increase the number of applications for research development.
The problem: target requests are very few, the price per click in search reached dozens of dollars.
The Decision:
• launch a campaign in GDN with targeting on intentions, topics and interests;
• Expand information on the research on the landing;
• Start a search campaign for the most targeted requests.
In total, 22 targetings and more than 10 creative options have been tested.
Before the launch of the campaign, more than 1,000 ineffective sites were excluded.
The optimization work is done every day.
The result:
• SRS decreased from tens of dollars to $0.95
• in the process of optimization the SRS decreased by another 13%
The number of applications has increased 7 times.