Google ADS: Kyiv Society “Kupola”

• Refocusing on the target audience, reducing CPA, increasing conversion rate and CTR.

• Involvement of an audience that is not yet familiar with the company (Rmakh and Rmakh local, Demand Gen, KMS).

Competitor analysis. Forecast

• We conducted a competitor analysis, identified "weaknesses" in competitors' ads and websites, and determined for ourselves the directions we will develop and the advantages of our website's offers.
• Made a preliminary forecast by directions, taking into account the location, in order to determine the amount of the bet in the TOP 3 impressions. After developing and collecting semantics, we made a more accurate prediction.

Development

 Developed the following campaigns:

• Books; 
• Icons;
• Discovery;
• PMax;
• Gift sets;
• Pmax is local;
• VIP Gift Shop;
• KMS audience;
• DPO;
• New Year's gifts;

 Collected semantics that most closely match the target user request:

• Divided by ad groups;
• Worked out cross-minus and collected minus-words to lists and attached to campaigns.
• Bids are placed according to the forecast and taking into account the location.
• Created ads - adaptive search, dynamic.
• Added KeyWord, UTP and call to action to responsive ads.
• It is important to monitor the quality of ads and constantly improve it.
• Advertisement objects have been developed (we always work out the account to the maximum for advertisement objects).
• Refined audiences and signals.

• After launching new campaigns and conducting optimization robots, we began to monitor results and demand.
  • In order to increase the effectiveness of the campaigns, various works were carried out and the budget was repeatedly adjusted to increase the demand from the target audience.
• After analysis, adjustments were made to our strategy.
• Work was also carried out to expand the semantic core, including in those ad groups with the highest conversion rates.

Discovery campaign

 Developed a campaign targeting:

• Own audience on:
  • conversion keywords;
  • competitors; 
  • by interests;
  • remarketing.

• Analysis of the effectiveness of search queries:
  • exclusion of irrelevant requests; 
  • adding conversion requests.

• Bid adjustments for:
  • location; 
  • devices; 
  • age; 
  • gender; 
  • time of day for displaying ads.

• Analysis of search queries:
  • Excluding irrelevant queries.
  • Adding conversion requests.
• Rate adjustments.
• Implementation and analysis of strategies with machine learning.
• Analysis of locations by cost and conversion.

Configuring and running PMAX

• The creation of a Perfomance Max (local) campaign contributed to a significant increase in the number of conversions. Thanks to regular work on groups of objects and testing of various UTPs, careful selection of audiences based on interests, we obtained the following indicators:

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• The optimization of the kupola.kiev.ua advertising account and the launch of campaigns aimed at the site's services showed an increase in orders by 7% and a 29% decrease in CPA compared to the previous period.
• These results were facilitated by regular analysis of changes made to the operation of the advertising account and timely adjustment of strategies and other settings.