Google Ads for a store of heating and water supply equipment

• An analysis of the site and competitors was carried out (advertisements of competitors, UTP, advantages, disadvantages of competitors)
• Provided the client with recommendations for improving the site.
• Information on the disadvantages and advantages of competitors was then applied when creating ads. Attention is focused on the advantages of our site.
• We also checked for which search queries competitors' ads were not displayed and created separate campaigns for them with a separate budget. 
• Semantic core was collected, distributed by campaigns. Brands and product numbers were highlighted separately.
• Products from the feed were divided into separate Rmah campaigns, with separate budgets. Added audience of interests, remarketing.
• Campaigns with dynamic search ads in Russian and Ukrainian languages ​​have been created.
• Demand Gen on audience of interests, remarketing.
• Carefully spelled minus words and cross minus.

Problems

Merchant Center has been blocked.

• Creating new Merchant Center accounts.
• Creating new ad accounts.
• Checking the site and providing recommendations for posting information on the site to avoid blocking.
• Checking products, prices, compatibility of languages.
• Checking the correctness of writing data about the address, delivery, return of goods.

We tracked the performance of keywords, search queries, products. Analyzed data by device and location.

Through data analysis, we adjusted bids, stopped keywords and added new ones that brought conversions.

There was also constant communication with the business owner and project managers. Since we were tracking calls, we needed to understand exactly which brands were being asked by users who were calling, and which questions were being asked. We added missing important information to the ad and to the site - the user should receive maximum responses on the site, and make a call already being more in the mood for a purchase. In this way, we tried to reduce the number of informational calls and increase the sales ratio.

Calls received:

• binotel_gc_call_requested 29 (call request)
• binotel_ct_call_received 23 (call)
• Product added to cart 84 (users add product to cart, and then call to place an order or go to a competitor's website to compare prices and service.

CPA of calls amounted to UAH 579.19.

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The account management strategy was written specifically for this project.

With further work, we could improve the results for number of calls, CPA and conversion rate.

Unfortunately, the client has stopped working due to conditions that are not related to our activities.