Case Modern Construction Solutions

Target audience search to generate leads with CPA that matches the client's goals during periods of peak demand.

Forecast

• Determined the recommended budget and allocated it between campaigns according to priorities.
  
  
• Researched the advertising activity of competitors, analyzed their ads and sites, identified differences and formed directions for strengthening own advertising offers.

Development

Developed campaigns by site categories:

• Search campaigns;
• DSA;
• Demand Gen;
• PMax;
• Display.

• Collected relevant semantics according to the objectives of the advertising campaign.
• Structured key queries and distributed them by ad groups.
• Identified irrelevant search queries and added relevant negative keywords to the exclusion list.
• Adjusted bids based on forecasted performance and agreed budget.
• Formed ad objects using relevant information and benefits presented on the site.

Search campaigns

• Collected and structured relevant semantics by thematic groups.
• Added negative keywords to exclude irrelevant searches.
• Prepared announcement with UTP and relevant objects.

DSA

• Set up a campaign targeting site category pages.
• Prepared informative announcements according to the subject of the categories.

Demand Gen

• Set up a campaign targeting relevant audiences.
• Prepared creatives and ads focusing on key UTPs.
• Added audiences, signals and set up campaign goals.

Performance Max

• Adjusted the Performance Max campaign according to promotion goals.
• Formed relevant groups of objects and added necessary creatives.
• Set up target audiences, signals, conversions and campaign budget.

Display

• Configured the Display campaign according to the defined goals and budget.
• Prepared banners and ads with key benefits.
• Identified relevant audiences and configured targeting.

• After launching campaigns, regular analysis of results and demand dynamics was conducted. Based on the received data, optimization work was performed.
• Based on the results of the analysis, adjustments were made to the current promotion strategy.
• The semantic core was also expanded with priority on the most converting ad groups.

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• Regular analysis of the effectiveness of advertising campaigns and the account.
• Conducting A/B testing of ads and different approaches to setting up campaigns.
• Regular processing of search queries: excluding irrelevant and adding conversion queries.
• Adjust bids based on campaign results.
• Regular analysis of locations and optimization of their list.
• Testing and analyzing automatic strategies based on AI.
• Development of audiences and analysis of their effectiveness to determine the most effective segments.

• Distributed launch of advertising campaigns for manufacturing and installation of fences in Canada allowed to attract targeted traffic and get targeted leads.
• During the work, the analysis of campaign results, search queries and traffic conversion was carried out. Based on the received data, adjustments were made to the campaign settings, semantics were worked out, and irrelevant queries were excluded.
• Special attention was paid to optimizing the budget and concentrating traffic on the most relevant areas. The obtained results became the basis for further adjustment of the advertising strategy and determination of directions for scaling.
• Based on the results of the work and campaign optimization, the target conversions and appeals were obtained:
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