Google ADS: Supplier of auto parts and auto chemicals gpl.ua

• Refocusing on the target audience, reducing CPA, increasing conversion rate and CTR.
• Attracting an audience that is not yet familiar with the supplier (Rmakh and Rmakh local, competitors).

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.
• Analyzed costs in campaigns and demand. Proposals were made with a different budget and its distribution by campaign.
• Determined the amount of bids for the maximum and recommended coverage of the client's audience

Development

 Developed the following campaigns:

• Supplier of auto goods; 
• Brand;
• Discovery;
• PMax;
• Competitors;
• Remarketing;

•  Analyzed statistical data obtained from previous periods (taking into account seasonality) and collected the most targeted semantics.
• Structured it and divided it 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.
• We developed advertisement objects taking into account the entire range of products on the site.

• 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, as well as:
  • Excluding irrelevant queries.
  • Adding conversion requests.
• Rate adjustments.
• Implementation and analysis of strategies with machine learning.
• Analyzing the performance of campaigns that were separated by device.
• Analysis of locations by cost and conversion.

Configuring and running PMAX

• Creating a Perfomance Max campaign contributed to a significant increase in conversions. Thanks to regular work on groups of objects and testing of various UTPs, careful selection of audiences based on interests, we received the following number of conversions in the next reporting period:

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• The work carried out on the optimization of the gpl.ua advertising account and the launch of campaigns that were focused on the site's services showed an increase in orders compared to the previous period by 11%. 
• 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.