Case AJAX 1 / Wireless alarm system / USA / Google Ads / PRS

Number of conversions increased by 11.70%

Conversion rate increased by 8.09%

Income increased by 8.99%

Failure rate down 14.26%

Associated conversions – transaction (participation in paid advertising channel conversions) +16.86%

Value of associated conversions +16,37%

Main conversion paths (which campaigns participated in conversions) +25.61%,

ie. paid advertising campaigns began to participate more often in the implementation of conversions.

Ads account audited. According to the results of the audit, the following problems were identified:

• – account structures;
• – correctness of LCD settings;
• – detailed processing of the semantic core;
• – improvement of advertisement texts;
• – use of all types of extensions and others.

A decision was made to create new advertising campaigns.

• – effective keywords have been loaded;
• – extended campaign semantics;
• – optimal grouping of keywords was carried out;
• – new ads were written with mention of the current price and dynamic insertion of keywords {KeyWords:…};
• – Remarketing audiences are added to search campaigns as observations with a 10% adjustment;
• – Various ad extensions are used.

New campaigns have been launched since April 2019.

Campaign types that have been configured:

• – search campaigns (by product types);
• – dynamic search ads;
• – dynamic search ads for seller tags with connected FID;
• – campaigns in the KMS network;
• – dynamic remarketing;
• – campaigns in Gmail;
• – trade campaigns.

After some time, an analysis of the performance of keywords was carried out and campaigns were divided according to the principle: priority (keywords for which there were conversions or a good quality index and CTR) and non-priority.

Percentage of impressions at the very top (Search Engine Impression Rate is the percentage of ads that appear in the first position above normal search results) 79.99%

Percentage of top impressions (The ratio of received impressions over search results on the search network is the percentage of ad impressions over normal search results) 95.26%

CTR (search) increased by 12.65%

Next, regular optimization of campaigns is carried out - adjustments of rates, budgets; expansion of the semantic core, cleaning of search queries and expansion of the list of minus words.

• Development and launch of a campaign for general inquiries without a brand tie.

Good luck

Satisfied users

Implemented and running

Different directions

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