Google Ads for SK Alliance: Diesel fuel ad

• Finding target audiences that will bring leads with a CPA acceptable to the client.

• Attracting an audience that is not yet familiar with the brand through a demand generation campaign.

Forecast

• Prepared proposals with a recommended budget and allocated it to campaigns within the framework of priority.

• Analyzed competitors and identified "weak" aspects of the client's website. 
• Analyzed the ads and websites of competitors, and determined for themselves the advantages of our site's offers.

Development

Developed campaigns by site categories:

• SK Alliance brand
• Search campaigns
• DSA
• Performance Max
• Local campaign
• Demand Gen

• The target semantics have been collected.
• The collected semantics were structured and divided into ad groups.
• Fixed cross-minus words between campaigns and ad groups.
• 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 information from the client's site.

Demand Gen is a demand generation campaign

• Developed a campaign targeting audience with keywords, audience based on interests and users who have previously interacted with the site.
• Created informative display ads.

Local campaign

• Using the client's company profile, which is registered in Google Business Profile, an advertising campaign was developed, which, according to a certain algorithm, analyzes the user's propensity to visit the advertised point of sale and shows the ad only to the target audience.

DSA

• We have developed a campaign targeting the site's pages.
• Informational announcements have been created.
• Added goals to groups by category.

• After launching new campaigns and conducting optimization work, we began to monitor results and demand. To increase the effectiveness of campaigns, various works were 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 also carried out on the expansion of the semantic core, including those ad groups with the highest conversion rates.

• Analysis of search queries, also:
  • Excluding irrelevant queries.
  • Adding conversion requests.
• Implementation and analysis of strategies with machine learning.
• Analysis of locations by cost and conversion.
• Improving the quality of ads.
• Increase search ads display positions above search results.
• Setting up a campaign to find users interested in competitors' products.

• The optimization of the SK Alliance advertising account and the launch of a campaign aimed at finding a more interested audience resulted in 13.4% more primary conversions: sent forms and calls.
• Regular analysis of changes made in the work of the advertising account and timely adjustment of strategies and other settings helped to improve the effectiveness of advertising as a whole.