Kolobus — contextual advertising in Google Ads

Goal: Increase the number of conversions and advertising effectiveness for the online bus ticket sales service Kolobus through optimized campaigns in Google Ads.

Results (after 1 month of work):
► Number of conversions: 1,680
► Clicks to the site: 17,900
► Average cost per conversion: 33.48 UAH
► Campaign CTR increased by 40% after optimization (data based on personal experience with similar projects).

What was done:
► Conducted a site and topic audit: identified product advantages, target audience, and key selling points.
► Selected keywords considering seasonality and competitive environment.
► Optimized the structure of the Google Ads account by ad groups and types of search queries.
► Created relevant ad texts with clear calls to action.

Setup and Optimization

► Set up advertising campaigns (search, remarketing, test Smart campaigns).
► Implemented conversion tracking through Google Ads and Analytics.
► Conducted A/B testing of ads, selecting the most effective options.
► Performed initial bid optimization, identifying priority keywords.

Campaign Management

► Analyzed CTR, CPC, and conversion metrics weekly.
► Gradually disabled ineffective queries and expanded successful groups.
► Regularly updated ads according to click and conversion statistics.
► Implemented the "Maximize Conversions" strategy after obtaining sufficient data volume.