Google Ads from software installation (Browser anti-detection)

Client approached with software for Windows and macOS aimed at PC users requiring this type of product. The main goal was to ensure maximum installations.

Analysis:
Initial steps involved analyzing the client's landing page and its competitors. Recommendations were given for page optimization and elements to increase conversion. Additionally, Google Analytics was set up to track traffic and conversions.

Strategy:
The initial advertising campaign targeted Ukraine, with further expansion to countries where Ukrainian and Russian languages are used. Collaborative efforts with the client focused on increasing installations, particularly through search and media advertising.

Results:
A total of $2,500 (99,316 UAH) was invested, resulting in 34,485 clicks and 1,089 conversions (installations). The average conversion cost was $1.96 (78.73 UAH). However, the percentage of purchases after the trial period remained a challenge as the client faced difficulties implementing a purchasing system on the website.

Additionally, a challenge was that the client indicated the software could be installed for free, but according to Google's policies, a corresponding license was required, which the client couldn't obtain at the time. Therefore, all mentions of free software had to be removed, impacting the installation percentage. I provided the client with all necessary information on obtaining the certificate.

Conclusion and Next Steps:
While the main goal was achieved, it's crucial to focus on increasing conversions to purchases. I suggested updating the product and expanding the geography to include English-speaking countries, as well as optimizing conversions specifically for purchases to maximize the effectiveness of the advertising campaign. Understanding and utilizing data from Google Analytics can aid in this process. Continued collaboration with the client is agreed upon after implementing all recommendations.