Case “Bit-UA”

• Attracting the target audience - accountants, managers and business owners looking for BAS implementation and support, with a cost per lead (CPA) acceptable to the client.

Forecast

• Prepared proposals with a recommended budget and allocated it to campaigns within the framework of priority.
• Conducted an analysis of competitors, identified "weaknesses" in competitors' ads and websites, and determined for ourselves the directions we will develop and the advantages of our website's offers.

Development

• Developed campaigns by site categories:
  

  • Search campaigns (BAS programs, Accounting, Services, ITC Support);
  • Brand campaign;
  • DSA (Dynamic Search Ads);
  • GDN – Remarketing;
  • PMax (by directions + local Odesa);
  • Video campaign (YouTube).

• The most targeted semantics have been collected.
• It has been structured and distributed by ad groups.
• Cross-minus between campaigns and ad groups has been worked out.
• Collected minus words - requests that do not match the target and added to minus words lists.
• Bids have been placed according to the forecast and the agreed budget.
• Created an ad with UTP and call to action.
• Developed ad objects using the entire site.

DSA

• We have developed a campaign targeting the site's pages.
• Informational announcements have been created.
• Added targets.

GDN – Remarketing

• The "Remarketing" campaign has been developed.
• Audiences of users who have been on the site for a certain time and have not completed the target action have been added to the campaign.
• Informative, responsive ads created.

• After launching the campaigns, we began to track results and demand. To increase the effectiveness of advertising, regular optimization work was carried out and the budget was repeatedly increased due to increased demand from the target audience.
• After analysis, adjustments were made to our strategy.
• Work was carried out to expand the semantic core, primarily in the most converting ad groups.

25.05 - 23.06.26 (compared to the previous period)

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• Analysis of the effectiveness of directions and selection of the most converting ones into separate campaigns.
• Analysis of search queries, including:
  • exclusion of irrelevant requests;
  • adding conversion requests.
• Rate management.
• Estimating audience performance with redistribution of impressions to the most effective segments.
• Testing different ad variations.
• Testing creatives and videos to identify the most converting links. 
• Selection and testing of bidding strategies.
• Etc.

• The launch of campaigns on the site category, according to priority directions (BAS programs, accounting, implementation and support services) and further system optimization of the Bit-ua advertising account ensured a stable flow of targeted B2B requests.
• The key task was to attract high-quality B2B leads for the implementation and support of BAS - from accountants, managers and business owners. The multi-level structure (search, brand, DSA, remarketing, PMax, video) made it possible to reach the audience at all stages of the decision-making process and maintain an acceptable cost of the lead.
• The optimization work carried out in the advertising account and the launch of campaigns on the site category, in the further identification and strengthening of the most converting ones, demonstrated an increase in the number of main conversions and targeted appeals:
  
  • Application from the site (form): 35 (+25%)
  • Callback orders: 144 (+77.78%)
  • Appeals to messengers:  118 (+47.5%)