Contents of the case
Media
Campaigns and key indicators
Data from Google Ads
Initial data
Website age
11 years
Region of promotion
Kyiv, Lviv, Odesa
Type of advertising
Search, banner, Performance max
Whole works
- /01Attracting new customers to the centers
- /02Increase in the number of forms
- /03Increase brand coverage
- /04Optimize advertising costs
- /05Attracting repeat visitors
Issues and overall strategy
The primary goal of the cooperation is to optimize search advertising to attract the target audience looking for children’s birthday parties. In addition to search engine optimization, we launched a branded advertising campaign and display advertising (Performance Max) to reach a wider audience through various Google channels.
In addition, we were tasked with doubling the number of orders for children’s banquets in Odesa (the main region of promotion).
What was done
The main work on optimizing and launching advertising on Google:
- reconfigured and optimized search advertising campaigns and the Performance Max campaign;
- changed the goals of the advertising campaign strategy. We left only the successfully submitted form as the main conversion to ensure that the machine learning system was maximally optimized for submitting forms, and all conversions (clicks on the phone number) became secondary, since a click on the phone does not equal a call;
- performed a website audit to improve landing pages;
- we are constantly optimizing advertising campaigns.
Results
| Options | At the beginning of the work | After 12 months | Difference |
|---|---|---|---|
| Displays | |||
| Displays | 173627 | 87714 | -49% |
| Clicks | |||
| Clicks | 10880 | 15470 | +42% |
| CTR | |||
| CTR | 6,27% | 17,64% | +181% |
| CPC | |||
| CPC | 4,82 грн | 3,78 грн | -22% |
| Applications | |||
| Applications | 60 | 173 | +188 |
| Conversions | |||
| Conversions | 98 | 891 | +809% |