About the project
Direction: sale of blankets, pillows with individual prints
Location: Ukraine
In progress: from January 2022
Leads: A purchase request has been created through the Google Shopping site and application, transaction.
Site: https://plediki.com/
Site audit. Analysis of competitors. Forecast.
- Identified "weaknesses" have been eliminated.
- Decided on the areas to be developed, as well as the advantages of the client's proposals.
- As a result of competitor analysis, interesting ideas were discovered that were borrowed from competitors and implemented in the project.
- Performed a location-based direction forecast to determine the bid size and budget required to reach the client's maximum and recommended audience.
Development
Developed search campaigns and dynamic search campaigns by site categories.
Also:
- brand campaign;
- campaign with Ukrainian semantics;
- Discovery campaign.
Workflow
- Collected the most targeted semantics.
- Structured them and divided them into ad groups.
- Fixed cross-minus between campaigns and ad groups.
- Collected negative words - requests that do not correspond to the target.
- Bids have been placed according to the forecast and the agreed budget.
- Created an ad with UTP and call to action.
- Developed an extension.
Trade campaign
- When the account reached us, the trade campaign was already working. After analyzing her work, we carried out optimization: decided on trading positions, excluded those that do not bring income, allocated the optimal budget for her work.
- Analyzed the trade feed for its correctness.
Discovery campaign
Developed 2 groups:
- Remarketing;
- Own audience for keywords.
Created informative display ads.
Analysis and works
- After launching the campaigns and conducting optimization robots, we began to monitor the results. For example, what percentage of buyers use mobile devices and computers. Who makes a purchase more often: a man or a woman, their age.
- After the analysis, adjustments were made to our strategy. Work was also carried out to expand the semantic core, including those keywords that bring income.
Advertising account performance results for the period 01/08/22 - 02/24/22
- Clicks - 49,586
- Impressions - 3,968,914
Optimization works have been carried out
- Analysis of search queries.
- Excluding irrelevant queries.
- Adding conversion requests.
- Rate adjustments.
- Implementation and analysis of strategies with machine learning.
Advertising account performance results for the period 01/08/22 - 02/24/22
- Transactions - 112
- Target - Quick Order - 34
- Target - Binotel Call - 22
- Target - Binotel Call Order - 50
Associated transactions for the period 01/08/22 - 02/24/22
- Associated Transactions - 133 received (transactions for which a certain traffic source was not the last before a purchase or other targeted action, but helped to complete the transaction)
Associated transactions for the period 01/08/22 - 02/24/22
Associated transactions - 133
The results of our work. 8.01.22 - 24.02.22 compared to the previous period.
- Transactions +103.64%
The results of our work. 8.01.22 - 24.02.22 compared to the previous period.
- Quick Order +70%
Conclusions
- The work carried out on the optimization of the advertising account and the development of the most successful areas of the store for advertising showed an increase in transactions compared to the previous period by 103.64%.
- As for quick orders, their number has increased by 70%.
- It was also decided to install Call Tracking Binotel to track orders by phone.
- For the period from 01/08/22 to 02/24/22, we received 22 calls and 50 call request requests.
- These results were facilitated by regular analysis of changes made in the operation of the advertising account and timely adjustment of strategies.
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