Volodymyr Hutovskyi
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Dnepr,
Ukraine
1 month 26 days back
available for hire
age 39 years
on the service 11 months 15 days
Rating
Successful projects
Average rating
Language proficiency level
Українська: fluent
Русский: fluent
English: advanced
Skills and abilities
Portfolio
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Contextual advertising for the website selling woven furniture
Contextual Advertising
About the client:
The client is a manufacturer of woven furniture and rattan products. The products are suitable for equipping and decorating cafes, bars, restaurants, summer terraces, offices, homes, summer cottages, saunas, and pools due to their resistance to high temperatures and moisture.
The client offers a flexible discount system, low retail prices, manufacturing according to customer drawings, and fast delivery across Ukraine.
…
Input data:
The website was created on the Prom.ua marketplace builder.
Monthly advertising budget - 3,000 UAH.
Geotargeting - all of Ukraine, except for Crimea, Donetsk, and Luhansk.
Network - Google Ads.
Display time - 24/7.
There are no restrictions on the maximum cost per application.
Tracking the effectiveness of contextual advertising by applications, sales, and calls.
Goal - to increase the profitability of the website.
Season in a month - from March.
Project work
First of all, we launched search campaigns. Since minimal time expenditure is required here, essentially, it is necessary to simply enable categories and subcategories in the product group.
In the ads, we emphasized that the product is always in stock, can be supplied in wholesale batches, and shipping is done within one day.
Along with search, we set up and launched product campaigns for woven furniture and wicker baskets. Also, looking ahead, we set up a dynamic remarketing tag to soon launch ads that will show users ads for the very products they have already viewed on the site.
Every year, the role and influence of machine learning in contextual advertising grows. Campaigns that do not soon transition to automatic bidding systems risk being left behind.
There is a simple explanation for this trend - a human can take into account and optimize not all factors, while algorithms can scan hundreds of signals when selecting a user and during the display of an advertisement. Therefore, after a month of work with a "simple" shopping campaign, we set up a "smart" shopping campaign, in which one of these automatic bidding systems operates. Moreover, we left the "simple" one running in parallel with the smart one.
Account management was conducted from February 2020 to October 2020.
As a result, contextual advertising provided:
The highest number of transactions to the site among all traffic channels (56%)
Increase in revenue from the site
Number of leads: 1366
Transactions: 499
Applications, besides transactions: 867
Average transaction price: 49 UAH.
Average cost per inquiry: 18 UAH.
Revenue according to ecommerce data: 512,430 UAH.
Margin: 40%
Advertising expenses: 24,312 UAH.
Gross profit: 512,430 * 0.4 = 204,972 UAH.
ROMI (return on marketing investment) based on gross profit: (204,972 - 24,312) / 24,312 * 100% = 743%.
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Contextual advertising for an online electronics store
Contextual Advertising
About the client:
The client is engaged in the sale of electronics and household appliances (smartphones, laptops, gadgets for them, and mobile accessories). They have a network of offline store branches and an online store with delivery across Ukraine. They are an official distributor of many well-known brands and offer installment plans and credit for purchases. They provide an official warranty.
The client came to us after an audit of Google Ads campaigns, in which we pointed out errors and showed growth opportunities.
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Input data:
Monthly advertising budget - 50,000 UAH;
Geotargeting - Ukraine, except for Crimea;
Network - Google Ads;
Show time - 24/7;
Tracking the effectiveness of contextual advertising based on transactions from Google Analytics.
Goal - to create a profitable sales channel and increase the number of transactions.
Project tasks
Creation of a technical specification for the product feed, in which the categories would repeat the structure of the website. Previously, all products were in one category, and accordingly, there were no divisions by trading campaigns. We wanted to break down the trading campaigns by categories, as on the website.
We created simple trading campaigns for each product category. We tracked each of them and redistributed the budget according to the number of sales: where there were more sales, we increased the budget, where there were fewer, we decreased it.
We launched dynamic remarketing for users who viewed a specific product. The goal is to show our ads with this and similar products on the Google Display Network websites.
Plans include creating combined lists based on recency on the website and seeing what this leads to. It is quite possible that there is no point in showing ads to people after a certain number of days since they viewed a product on the website.
Once a week - we managed bids manually to reduce the cost of potential customers and increase the conversion rate.
Every 5 days - working with search queries to exclude irrelevant queries.
After simple trading campaigns reached 10 transactions, we transferred them to smart trading campaigns.
Account management has been ongoing since September 2020 to the present.
As a result, contextual advertising provided:
Transactions: 480.
Average transaction price: 209 UAH.
Conversion rate: 0.64%.
Margin: 10%.
Advertising expenses: 100,234.23 UAH.
ROMI (return on marketing investment) based on gross profit: 844%.
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Effective advertising of auto parts
Contextual Advertising
About the client:
The client sells auto parts wholesale and retail from a warehouse in Zaporizhzhia across Ukraine. Available - parts for various car brands at low prices. The company provides guarantees and sells not only original parts but also their analogs from other well-known brands. The range of products is constantly growing and being updated.
Input data:
… Monthly advertising budget - 5,000 UAH;
Geotargeting - Ukraine, except for Crimea;
Network - Google Ads, specifically the client needs the setup of a shopping campaign;
Showtime - 24/7;
Tracking the effectiveness of contextual advertising by transactions and calls from Google Analytics.
Goal - to increase sales.
Project work
Since some product groups had different margins, we separated the products of those groups into individual campaigns. This makes it easier to track them and allows for quick responses to metrics and adjustments to the bidding strategy as needed.
Next, we compared the standard and smart shopping campaigns, alternating them for 10 days of operation. In conclusion, we transitioned all standard product campaigns to smart ones.
We launched a dynamic remarketing campaign, but it turned out that with the presence of a smart shopping campaign, its effectiveness decreases significantly: the "smart" also uses the principles of dynamic remarketing display, and it has a higher priority for impressions.
Once a week, we managed the strategy manually to reduce the cost of potential clients and increase the conversion rate, removing unprofitable products according to the scheme chosen with the client.
Work on the account has been ongoing since December 2020 to the present day.
Results of advertising efforts:
Transactions 1635
Leads, excluding transactions: 2925 (according to the client, there were also many sales by phone, as customers want to receive consultation before purchasing).
Average transaction price: 38.53 UAH.
Conversion rate: 1.27%.
Revenue according to ecommerce data: 707,265.59 UAH.
Margin: 27%.
Advertising expenses: 63,009.94 UAH.
Gross profit: 707,265.59 * 0.27 = 190,961.70 UAH.
ROMI (return on marketing investment) based on gross profit: (190,961.70 - 63,009.94) / 63,009.94 * 100% = 203%.
Client's comment: "In the four months since launching your advertising, I am already looking for the fifth person to hire." We consider it a compliment.
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Increased the number of leads by 67%, less than a year
Contextual Advertising
About the client:
The company has been supplying rubber and asbestos products from leading manufacturers in Russia and Ukraine for over 15 years. It has a warehouse with a wide range of products, allowing for orders to be fulfilled in the shortest possible time. It provides qualified consultation and selects products based on the client's tasks.
Input data:
… Monthly advertising budget: initially 3,000 UAH, later increased to 7,000 UAH;
Geotargeting - Ukraine, excluding Crimea;
Network - Google Ads + Google Merchant;
Showtime - 24/7;
Tracking the effectiveness of contextual advertising through submitted forms and calls using Google Analytics.
First stage of project setup
In the first stage, a search campaign was created for Ukraine. We collected search queries separately for all advertised products and launched dynamic product ads to not miss the opportunity to show ads for low-frequency keywords. For each group, we created 3 unique ads.
Optimization work on the project
Quality optimization of advertising campaigns was carried out to attract a more targeted audience.
Ad texts were changed. They were made more specific and engaging. Unique Selling Proposition (USP), promotions, and discounts were indicated.
CPC was increased for keywords that provided better behavioral factors.
A list of negative keywords was worked out. Irrelevant queries were excluded.
The ad display schedule was changed.
Bid adjustments for mobile devices were used +25.
Summary:
Advertising expenses: 49,127.25 UAH.
Clicks: 23,887.
Leads: 453.
Average cost per lead: 108.44 UAH.
Lead conversion rate: 1.9%.
After eleven months of collaboration with the client, we were able to increase the number of buyers by 67%. The goals set before us have been achieved: the advertising campaign is generating profit under a limited budget. Currently, we continue to work with the account, scaling the results obtained.
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Facebook remarketing for an online electronics store
Contextual Advertising
About the client
The client is engaged in the sale of electronics and household appliances (smartphones, laptops, mobile accessories, gadgets for them, and more). They have a network of offline store branches and an online store with delivery across Ukraine. They are an official distributor of many well-known brands, offering installment plans and credit for purchases, as well as providing an official warranty.
The client came to us after an audit of Google Ads campaigns, in which we pointed out errors and showed growth points, including in Facebook.
… Input data:
Monthly advertising budget - $200;
Geotargeting - Ukraine, excluding Crimea;
Network - Facebook;
Display time - 24/7;
Goal: Increase sales.
Tasks:
Set up profitable advertising on Facebook and continue working on its optimization;
Correctly set up Facebook Pixel;
Set up a new Facebook Catalog;
Link Pixel and Catalog to the account.
First stage of project setup
Before the setup, an analysis of the target audience was conducted. The most financially capable audience, according to Google Analytics data, were young people aged 25-34, regardless of gender. Given the limited budget, it was decided not to spread the budget thin and focus specifically on this audience.
We set up a dynamic remarketing campaign targeting users who visited certain pages of the site but did not make purchases in the last 14 days.
Optimization work on the project
We modified the ad template to make it more informative.
We adjusted the targeting to users who visited certain pages of the site but did not make purchases in the last 5 days instead of 14 days, and launched such a campaign in A/B testing mode, thereby increasing ROAS.
Summary of targeted advertising:
Transactions: 173
Average transaction price: $9.63
Conversion rate: 0.64%
Revenue according to ecommerce data: $20,199.13
Margin: 10%
Advertising expenses: $1,666.28
Gross profit: $2,019.91
ROMI (return on marketing investment) based on gross profit: 21% (only according to cart data, excluding phone sales).
After ten months of collaboration, we increased the number of clients by 42% and revenue by 64%. The goals set before us have been achieved: the advertising campaign is profitable under a limited budget.
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+ 172% traffic in 5 months
Search Engine Optimization (SEO)
SEO promotion of the online store for garden equipment and construction tools
Promotion work
Category names have been corrected. It was difficult to understand from the name what the visitor would see after the transition.
…
A template for generating meta tags for category pages and product cards has been set up, as the client’s tags did not reflect either the intent of the query or the competitive advantages of the company.
The site has duplicate H1 tags - this could negatively affect promotion (more details about the problem).
In the categories, this error was corrected by selecting relevant keywords and renaming.
In the product positions, a unique identifier was added after the name.
The "About the Company" page was optimized (headings, images added, text slightly corrected). Previously, the page looked like a sheet of text.
A seasonality matrix was compiled, and the pages for processing were selected exclusively based on statistical data.
Gradually, specialists increased the number of links and optimized category pages.
IMPORTANT. The client proofread each text, made their corrections, thereby increasing the expertise of the material. No SEO specialist, and even more so a copywriter, knows the business as well as the owner.
To understand whether the site is being promoted in the right direction, regular analysis is necessary. For these purposes, Google Analytics and Google Search Console were connected.
Data collection on purchases and transactions (e-commerce) was set up in analytics.
The company was registered in Google My Business. If the business has a physical address, it must be present on Google Maps.
Planned increase of link mass
Analysis of traffic-generating queries;
Selection of queries for the technical specifications for external articles;
Control of article placement on donor sites.
At the same time, we add useful text materials and images for users to the category pages of the online store.
Text analysis of queries (volume, relevant words and phrases)
Selection of key phrases
Selection of related words
Selection of anchors for outgoing links
Checking text compliance with technical specifications
Spelling check
Uniqueness check
Content check
Placement
Forced re-indexing
As a result of the site promotion over 5 months, we see improvements (in June 2021 compared to February 2021):
Organic traffic had a gradual increase (from 239 to 651 per week, + 172.38% growth);
More potential buyers started coming to the site. The fact that these are buyers is evidenced by the completion of orders through the cart. Moreover, visitors became more actively engaged with the company's contact information;
The control profile of the site was strengthened: 56 links were obtained from 21 trusted donors.
SEO is a constant, systematic approach, and if there are gaps in payment that cause delays in content production and link profile, then results are slowed down, and in the worst case - rolled back...
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SEO promotion and optimization of a cardboard packaging sales website
Search Engine Optimization (SEO)
Optimization work
The basic website traffic was 0;
Connection of Google Analytics with Google Search Console and setting up goals for tracking conversions on the site;
A broad semantic core with key queries that competitors rank for has been collected;
… A new site structure has been developed and implemented. Category names have been changed to higher-frequency ones, according to the collected semantic core. New categories have been added. The structure has been simplified to reduce nesting; New structure file
A seasonality matrix has been created to identify categories that require priority optimization;
The seasonality matrix is compiled using the Google KeyWord Planner tool. From the collected and categorized semantics, we select one high-frequency key, upload it to the service, and obtain demand data by months. Based on the obtained data, we determine priority pages for processing.
Filling the site with content;
According to the priority of the site's pages for the client, a technical specification for copywriting has been prepared;
200 relevant key phrases that correspond to the queries of site visitors have been selected for implementation on the site;
Queries with high, medium, and low frequency were selected for application;
A site interlinking scheme has been developed and implemented;
Texts for 29 categories (+2) have been ordered, written, and placed, with a total volume of 90,000 characters without spaces;
Metadata Title, Description, and H1 for optimized categories have been developed and implemented.
The number of new users increased by 152.37%.
The number of sessions increased by 491.74%.
The number of transactions increased by 174.66%.
In January 2022, the number of sessions from organic search amounted to 9,379, compared to July 2020 – 1,585 sessions.
There is an increase in traffic from search engines (traffic dynamics by months)
The number of key phrases for which the site ranks has increased
There is a stable growth in the positions of key queries in search engines
After changing the site structure, optimizing categories, regularly filling content, and purchasing a mass of links, traffic showed a significant increase, and accordingly, revenue also grew.
For further growth in positions and traffic, it is necessary to continue working on the site, increase its mass of links, supplement content, and work with the semantic core.
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SEO audit and promotion of the online store in the US market
Search Engine Optimization (SEO)
Service
Professional analysis and comprehensive research of the online store's website, which involves identifying technical errors, potential, and weaknesses. After the analysis — a set of SEO optimization and promotion measures for maximum effectiveness in the US market.
Goal
… Identify the reasons why the site is losing positions despite promotion, and develop a strategy to return to a positive trend in key performance indicators.
Website before starting work
The project began with a thorough analysis of the website and gathering information from the client. During the assessment, we discovered signs of affiliation with the client: 4 more websites in the same niche, with similar names, domains, and practically identical product lines. The contact details and service page templates matched.
In short: in the "eyes" of search engines, affiliates are a group of websites that share a number of similar characteristics (same contacts, similar legal data, similar design and structure, etc.), created by one owner to occupy more positions in the search results for certain queries. If your site has many similar traits to others, search engines may consider it an affiliate, which is likely to affect its ranking.
Project work
As part of the website promotion, a strategy was chosen that included working on the main content categories and acquiring quality backlinks. These are important aspects of SEO that help improve the site's visibility in search engines.
At the beginning of 2023, Google released an algorithm update that caused a significant drop in the positions of most of the client's websites. However, the site we promoted did not suffer significant losses. This is explained by the fact that by the time of the update, we had already managed to work on nearly 20 categories, write 6 quality blog articles, and acquire 25 quality backlinks.
Website after our intervention
Since May 2023, there has been a positive trend in the development of the site, moving from a stage of stagnation to active growth.
Currently, the site continues to steadily increase its positions, which is a good indicator of the effectiveness of the SEO strategy.
It is important to note that the site is now successfully competing with global giants like eBay and Amazon, and occupies positions in the TOP-10 for key queries.
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SEO promotion of an online music instruments store
Search Engine Optimization (SEO)
Optimization and promotion of a young website in a competitive niche.
When the website came into our "hands," it was almost "invisible" to search engines. The backlink profile was empty, and the domain rating was zero. With such indicators, it is impossible to get good traffic from interested users, even with a certain number of indexed pages. Therefore, the project required comprehensive work on optimization and promotion.
Project work
… As part of the website promotion, a strategy was chosen that included work on the main content categories and the acquisition of quality backlinks. We carried out the following work:
Comprehensive website analysis, including manual study of the structure, analysis of promotion reports, assessment of the initial state of promotion.
Content and semantics: the work included the creation and analysis of content for landing pages, selection of key phrases, checking uniqueness, and placement of content.
Link promotion: an analysis of external and internal links was performed, including anchor checks, study of natural links, and development of a strategy to increase link mass.
At each stage, analytics and reporting were conducted. We monitored user behavior, their paths through the site, and analyzed conversion. This process also included analyzing the effectiveness of promotion and traffic metrics.
More details on what was achieved
In 27 months, we built a broad backlink profile, increased the number of external links and donors.
The purchase of quality thematic links on article resources and a focus on obtaining links from authoritative and relevant websites bore fruit. The domain rating increased to 15, which is quite good for a relatively young niche online store. The visibility of the site grew from almost zero to 2.21. This means that the store's pages began to actively appear in search results.
Thanks to the addition of many new optimized materials that meet the interests of the target audience, the site began to rank for a significant number of new key phrases. The initial 1043 queries transformed into 75089.
Search engines now see and index almost 5 times more pages of the site. If previously there were 2990 pages in the index, now there are 14,600.
- The number of website visitors increased by 112%.
- The total number of sessions increased by 113%. This means that visitors spend more time on the site, view more pages, and interact with the content.
- The site attracted 19.1 thousand new users. This is 130% more than a year ago.
- Revenue from the site increased by 87%. Our efforts in optimization and promotion positively impacted the commercial performance of the resource.
This project exemplifies how an integral approach to SEO optimization and website promotion can yield real and tangible results. Starting from almost zero, we built a full-fledged resource with quality content, proper structure, and good visibility in search engines.
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SEO optimization and promotion of an automotive online store
Search Engine Optimization (SEO)
Goals and Objectives
Our goal is to achieve stable and consistent growth in the website's positions in search engines, thereby increasing the flow of targeted, interested users and improving the conversion of visitors into customers.
In February 2022, the website was already operational. We already had a strong backlink profile, high visibility in search engines, and a large number of indexed pages.
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Project Work
We conducted a detailed analysis of the website, including a manual assessment of its structure and data analysis on promotion. The team focused on creating and optimizing content for key pages, selecting the most relevant keywords. We also paid attention to analyzing and improving the website's backlink profile.
It is worth noting that the link strategy was aimed at improving the quality of external links, eliminating low-quality backlinks, and focusing on relevant and high-quality donors to strengthen the website's positions in search.
At each stage, analytics and reporting were conducted. We monitored user behavior, their journey through the website, and analyzed conversion. This process also included analyzing performance metrics for promotion and traffic.
More about the achievements:
We increased the backlink profile, increased the number of external links and donors.
Raised the domain rating by 3 points, which contributes to increased trust in the website. Increased the number of phrases for which the website appears in search results, as well as the number of pages in the index (+26.3%).
At the same time, the website entered the TOP-10 for 28.13 thousand key phrases, and for 2.22 thousand it took the first position in search.
Conclusions
The chosen promotion strategy demonstrated its effectiveness: the growth of the backlink profile, the increase in the number of donors, the creation of new optimized content, and the improvement of the domain rating allow us to maintain a positive trend in website visits.
The website receives good organic traffic. The results indicate successful optimization, attracting a larger number of users, and achieving business goals.
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SEO and promotion of the online store
Search Engine Optimization (SEO)
Goals and Objectives
Development and implementation of a promotion strategy, as well as conducting systematic monthly website optimization work. Our task is to ensure the visibility of the resource in search results and attract a target audience ready to make purchases.
In December 2018, the website was practically not displayed in search results, which is not surprising given the empty backlink profile and zero domain rating. The project required comprehensive optimization and promotion work.
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Project Work
Strategy Selection: The main focus was on processing key content sections and attracting quality external links. This approach contributes to improving the website's visibility in search engines.
In-depth Site Analysis: A detailed study of the resource was conducted — from its structure to SEO reports, to assess the initial position in search results.
Content Optimization: On-page optimization was performed, including work with meta tags, headings, text, and graphic content. The task was to ensure the uniqueness and relevance of materials to key queries. Next, we expanded the array of indexed content by adding new materials and refining existing ones.
Link Building Strategy Development: Our goal was to obtain quality external links from authoritative resources. This stage plays a key role in strengthening the website's positions in search results.
At all stages of work, we carefully monitored visitor activity, studied their interaction with content, and tracked conversion metrics. This provided us with an understanding of the effectiveness of our approach and allowed us to adjust the promotion strategy in real-time.
More About Achievements
We built a quality backlink profile, increased the number of external links and donors.
Purchasing quality thematic links on article resources and working with content yielded results. The domain rating increased to 31, which is quite a good indicator. This indicates that the site has a certain level of authority and trust online. The visibility of the site increased from virtually zero to 3.16. This means that the store's pages began to actively appear in search results.
Thanks to the addition of many new optimized materials that meet the interests of the target audience, the site began to rank for a significantly larger number of new key phrases. The initial 1258 queries transformed into 70407.
Search engines now see and index almost 76 times more pages of the site. At the same time, the site ranks in the TOP-10 for 10.6 thousand key phrases, and for 2 thousand phrases it holds the first place.
Thus, in just the last year, we managed to increase the number of visitors to the site by almost 40%. At the same time, the profitability of the online store doubled, which means that not only the quantity but also the quality of traffic has improved. Therefore, systematic work on SEO not only attracts more visitors to the site but also makes them more interested and ready to make purchases.
Systematic and regular SEO is the key to a successful and lasting presence of the site on the Internet. This approach requires not only investments but also time, but the results prove that they are justified.
Activity
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