Advertising in Google Ads for Office and School Boards
Contextual Advertising
Customer: Ukrainian manufacturer of board for school and office
Task: optimize operating campaigns, increase the number of orders and reduce the cost of conversion
Instruments: Search Advertising, Remarketing
The customer wrecked with the problem of the low index of conversions and was confident what right on the site, detailed analysis of the advertising campaigns I understood what the problem lies in traffic - advertising campaigns chaoticly mixed, all the keywords with a wide type of correspondence, were very poorly processed minus-word, in the report of search requests about 30% of traffic went on requests related to those pylomateriaals, such as "board brush", "board cutting", etc.They decided to create new rk as easy as possible than to rescue the diucci.For the beginning I divided the campaigns on the eapream of the office and school boxes, since the target audience in them is different, then divided the advertising campaigns according to the geographical and linguistic principle: separately to Kiev, all Ukraine without Kiev in Ukrainian and Russian language, for every case they made a cross-minus, since in the keywords they mainly used a modifier of wide correspondence.They created separate groups of advertisements on competitors, as well as wins separately the brand group.The first 3 months used banner advertising on targeting audience + k.s.But the applications came low quality and high value, as a result they decided to refuse it.Result: in 10 months received 473 orders, 25708 clicks, the cost of the orders 178 UAH, spent on advertising 84501 UAH
Task: optimize operating campaigns, increase the number of orders and reduce the cost of conversion
Instruments: Search Advertising, Remarketing
The customer wrecked with the problem of the low index of conversions and was confident what right on the site, detailed analysis of the advertising campaigns I understood what the problem lies in traffic - advertising campaigns chaoticly mixed, all the keywords with a wide type of correspondence, were very poorly processed minus-word, in the report of search requests about 30% of traffic went on requests related to those pylomateriaals, such as "board brush", "board cutting", etc.They decided to create new rk as easy as possible than to rescue the diucci.For the beginning I divided the campaigns on the eapream of the office and school boxes, since the target audience in them is different, then divided the advertising campaigns according to the geographical and linguistic principle: separately to Kiev, all Ukraine without Kiev in Ukrainian and Russian language, for every case they made a cross-minus, since in the keywords they mainly used a modifier of wide correspondence.They created separate groups of advertisements on competitors, as well as wins separately the brand group.The first 3 months used banner advertising on targeting audience + k.s.But the applications came low quality and high value, as a result they decided to refuse it.Result: in 10 months received 473 orders, 25708 clicks, the cost of the orders 178 UAH, spent on advertising 84501 UAH