Increase the number of applications. Tour of the World, Premium Segm

On the screenshot - a comparison of the efficiency of search campaigns for the period from 1 March to 30 October 2018 and 2019 respectively.The fat lines on the chart show data for 2019 and the point lines for 2018.In 2018, the advertising campaign was conducted by another specialist.My task is to increase the number of applications for services by 20%.The result:
increased target traffic from 31,000 clicks to 74,000 clicks;
improved the clickability of the ads from 11.35% to 15.22%;
- the number of conversions has increased - from 147 to 476 (this occurred both thanks to the optimization of advertising campaigns and the setting of a new macro target);
- reduced the cost of the conversion from 921 UAH to 722 UAH.The Decision:
- has collected keywords, since many target keywords have not been used before;
- created groups of ads by combining them similar in the meaning of the key, since before there was no logical structure in the account;
- worked minus words at the account and campaign level to exclude the display of ads on non-purpose requests;
- made a cross-minus to avoid crossings of words between groups of ads;
- wrote 3 text ads for each group, with different calls to action;
Create unique extensions for advertisements;
- set up advertising campaigns with manual management (pre-management was automatic), at the customer's request expanded geotarging, adding 2 cities and 1 area.He then optimized the advertising campaigns.