Alfa Smart Agro case

• Engaging farmers, agronomists and agribusiness representatives looking for solutions for plant protection and nutrition.
  
  
• The main focus is the promotion of priority products and categories through search, display and video campaigns, followed by optimization of advertising by targeted hits and their cost.

Forecast

• Prepared proposals with a recommended budget and allocated it to campaigns within the framework of priority.
  
  
• Analyzed competitors in the relevant niche, identified "weaknesses" in competitors' ads and websites.
  
  
• Conducted site analysis to identify UX/UI errors and improve site conversion.

Development

Developed campaigns for the site's directions:

• PMax: 
  • with promotional offers;
  • by individual drugs and categories.
    
    
• Search campaigns:
  • with brand inquiries related to Alfa Smart Agro;
  • with the name of goods;
  • on competitors - to attract an audience that is looking for similar products.

Developed campaigns for the site's directions:

• Dynamic search campaign - to reach relevant queries based on site content;
  
  
• Remarketing — to attract site visitors again;

• Distributed advertising campaigns by directions.
• Created separate Performance Max campaigns for priority products.
• Collected target semantics and distributed them by ad groups and landing pages.
• Prepared announcements, graphic materials and videos based on site content and taking into account UTP.

DSA

• We developed a DSA search campaign with automatic targeting to relevant website pages.
• Structured the campaign by groups.
• Created dynamic ads with automatic selection of titles and landing pages.
• Added basic conversion goals and adjusted conversion value transfer.

Pmax

• Developed separate PMax campaigns for key drugs, promotions and product categories.
• Separated campaigns by cultures and directions.
• Created thematic groups of objects with relevant creatives and landing pages.
• Added audience signals and search topics according to products, crops, weeds and pests.
• Added conversion goals.

Video campaigns

• Developed separate video campaigns for the promotion of drugs.
• Separated campaigns by products and directions.
• Additionally launched campaigns with branded videos.
• Configured campaigns to reach and receive views, set separate budgets for each direction.

Appendix

• • Developed separate advertising campaigns for the application.
  • Created informative ads to attract new users.
  • Set separate daily budgets for each campaign.
  • Optimized campaigns to increase app installs and traffic through it.

• After launching the campaigns, the results have been tracked. To increase efficiency, regular optimization work and budget redistribution between campaigns were carried out due to the increase in demand from the target audience.
• After the analysis, optimization works were adjusted.
• Work was carried out to expand the semantic core.
• Regularly processed search queries and expanded negative word lists.
• Regularly updated creatives and videos.
• Work was carried out aimed at optimizing the target audience and signals.

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• Analysis of search queries, including:
  • exclusion of irrelevant requests;
  • adding conversion requests.
• Rate adjustments.
• Analysis of audience performance and subsequent targeting of advertising campaigns to the most effective.
• A/B testing of ads.
• Implementing strategies with machine learning.
• Expanding the advertising account structure and launching separate campaigns to promote priority products.
• Update signals and audiences to increase conversions and reduce CPA. 
• Etc.

• The launch of Pmax, dynamic campaigns, video campaigns and subsequent system optimization of the advertising account ensured a stable flow of conversions.
  
  
• The key task was to increase the volume of targeted traffic to the site and attract farmers, agronomists and representatives of agricultural enterprises. The combination of different types of campaigns made it possible to reach an audience interested in plant protection products, fertilizers and specific products of the company. 

• The work carried out on setting up and further optimizing the advertising account and advertising campaigns demonstrated a significant increase in the number of main conversions compared to the previous period:
  • Thank You Page: 40 (+33.33%)
  • Email clicks: 166 (+35%)
  • Click on phone: 151 (+40%)