Yehor Ribalka
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Dnepr,
Ukraine
10 months 20 days back
available for hire
on the service 1 year
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Українська: fluent
Русский: fluent
English: intermediate
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Advertising for wholesale online store of stainless steel fittings
Contextual Advertising
Previously, the advertising was already working, but there was a problem – a large number of users who wanted to buy inexpensive hardware and fasteners retail (the company only sells stainless steel fasteners wholesale). Thus, the advertising was working for free and did not generate profit.
Task – set up advertising so that it only receives targeted inquiries for the purchase of stainless steel fasteners wholesale.
What has been done?
… - Working with semantics: filtering keywords, adding a large number of negative words, constantly cleaning irrelevant search queries. This helped filter out users searching for products made from ordinary, rusting metals, or just "a few pieces."
- Updating ads. Through the ads, I made it clear to users that the company only works with wholesale orders. And since advertisers pay money for each click in Google Ads, this significantly reduced costs.
- Testing strategies. In the B2B segment, it is difficult to choose a bidding strategy due to a relatively small number of conversions (orders, calls, etc.). Therefore, after testing different strategies, a very unconventional strategy was chosen – Target impression share, and it worked better.
Thus, after strict filtering of the semantic core, testing different ads, strategies, and types of advertising campaigns, we achieved results in the form of an average conversion cost of less than 100 UAH! And all this in conditions of very low traffic, limited budget, and high competition in the niche.