Contents of the case
Media
Campaigns and key indicators
Data from Google Ads
Initial data
Website age
8 years
Region of promotion
Vinnytsia
Type of advertising
Search, Performance Max
Website type
Corporate
Whole works
- /01Expand your customer base
- /02Increase the average check
- /03Optimization of advertising costs
Issues and overall strategy
Before we started work, the website was running ads. Based on a preliminary audit of the advertising account, we identified a number of critical issues:
- An old type of advertising was set up that is no longer supported
- Irrelevant keywords were used
- There were no informative keywords
- There were no minus words
- Analytics was not set up
- Conversions were not set up
This led to the fact that the effectiveness of such an advertising campaign was less than 50 clicks per month. Accordingly, such advertising could not increase the number of sales in any way.
What was done
At first, all comments on the website were corrected, and the structure and number of services were expanded.
The main work strategy was focused on the following main steps:
- Analysis of the USP and landing pages
- Connecting Call Tracking
- Installation and configuration of GTM
- Preparation of banners for advertising campaigns
- Setting up search campaigns for all services
- Setting up a branded search campaign
- Setting up a search campaign for competitors
- Added Performance Max campaign with beautiful unique banners with USPs and targeting to search topics and audience signals
Results
| Options | At the beginning of the work | After 8 months | Results |
|---|---|---|---|
| Impressions | |||
| Impressions | 5107 | 25191 | +391% |
| Clicks | |||
| Clicks | 959 | 2551 | +166% |
| CPC | |||
| CPC | 8,86 UAH | 9,33 UAH | +5% |
| Applications | |||
| Applications | х1 | х6 | +553% |
| Conversion | |||
| Conversion | 1,56% | 3,21% | 106% |
Media
Campaigns and key indicators
Data from Google Ads
Advertising cabinet
Data from Google Ads