by KMS. Tour around the world, premium segment

On the screenshot - a comparison of the effectiveness of campaigns in the context-media network (CMS) 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 reduce the budget expenditure for the campaign in KMS, to optimize the cost of conversion.

The result:
I cut the number of non-purpose clicks from 13 290 to 3 450;
Reduced CTR from 0.92% to 0.32%;
- with significantly smaller traffic, the number of conversions decreased from 16 to 14;
- reduced the cost of the conversion from 973 to 428 UAH.

The Decision:
- excluded shows on non-target sites that received a lot of random clicks and did not bring conversions;
Adjust the rates on the devices;
Create new targetings and advertising groups;
- has developed 3 variants of banners with different images and calls for action for each group of ads.
He then optimized the advertising campaigns.